Information Technology SoluToday 13 years later, AND is one of the most sought destinations by urban
women to shop which is retailed through 40 exclusive stores and 150 shop in
shops in India. Further Anita has launched her own signature collection called
Anita Dongre with sub collections titled Timeless, Interpret and Grassroot.
Grassroot is an organic label introduced by Anita Dongre. She also enjoys the
recognition of being one of the designers in launching eco friendly fabrics.
Anita’s designs have not only impacted the fashion industry but even the hospitality and education industry. Uniforms designed by Anita are used at the Taj
Group of Hotels and at the Dhirubhai Ambani School.
A few years back Anita launched yet another brand called Global Desi. The
brand has been an instant success in the Indian wear segment.USP of the
brand lies in its bold prints in vibrant colors which give a contemporary look
and stand out distinctly against the typical motifs used by ethnic brands today.
Anita calls her brand umbrella brand AND as a bridge to luxury. She always
wanted to design a brand for the real women. Her brands are positioned between designer wear that costs the moon, and mass market stuff that is cheap,
but commonplace. Anita takes a lot of inspiration from ZARA. This inspiration is
primarily seen in the working style of the brand where designs are changed
every month. Anita has a dedicated team which researches on the current
styles and trends, purchasing power, the willingness of the customer to pay
etc. It’s an extensive process executed by the team by travelling to all the AND
and Global Desi stores in India. Depending upon the insights the team captures apparel designs and styles are built.
Currently the brand is involved in making a strategic shift to foray into the
men’s segment. With men becoming more particular of grooming and the desire to be metro sexual will certainly help AND in its next big move-The AND
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OUR TEAM
Surabhi Jain, Ankit Mehta, Ankita Vasandani, Rhea Punjabi,
Prerana Majumdar, Kavita Peddinti, Harshit Bora,
Aseet Debata, Ritika Bramhe, Anusha