Anita Dongre: From Tiny Boutiques To A Fashion Empire

Around 20 years ago, designer Anita Dongre filled a gap in women’s Western wear in India. Today, she’s running a veritable fashion empire

- Shruti Venkatesh

In 1999, when designer Anita Dongre wanted to rent space for a store at Crossroads Mall (since then rechristened Sobo Central) in south Mumbai, her request was initially turned down. The mall owners preferred to rent to big and international brands, and weren’t really confident about a “young, woman entrepreneur”. However, they changed their minds and agreed to give Dongre, then 36 and just starting out, a 300 sq ft space. It was a decision that worked to the advantage of both parties: Dongre says that within one year, her AND store became the best performing store per-square-foot in the mall.

“I am sure some other brand must have pulled out, hence I got that store,” says Dongre, 53, with a laugh as she settles down on a swing at her premium Anita Dongre store in Khar, suburban Mumbai. Dressed in a plain white kurta and cotton pants, and sipping on a cup of hot lemongrass tea, Dongre exudes the confidence of a woman who has achieved what she set out to, despite challenges. Today, the two-storeyed spacious flagship store—opened in May 2015—that we are seated in houses some of her best creations under one roof—from bridal wear in pastel shades, to Western wear in organic fabrics, to handcrafted jadau jewellery.