Anita Dongre’s work is a true manifestation of the cultural change that India has gone through over the past few decades. In a canvass that spans vast, she has created exquisite gotta patti lehengas inspired by her Rajasthani roots and has undertaken initiatives to revive age-old crafts of India. She is on a journey to explore the social and contextual relevance of fashion in the changing times.

Launched in 1995 the House of Anita Dongre is made of AND (her western wear brand), GLOBAL DESI (her contemporary and fusion line for women), Luxury brand Anita Dongre creates customized bridal couture, GRASSROOTS (luxury ready-to-wear) and PINKCITY (her own gold jadau jewellery line).        However, her label ‘Grassroots’ which was recently relaunched has been garnering rave reviews and there are a plenty of reasons for that.

1. Grassroots, as the name suggests takes us back to where it all started, to our villages where artisans still practice some of the most intricate techniques of embroidery and weaving. The label provides a bridge between tradition and modernity. This is by collaborating with the artisans closely and providing for their livelihood.
2.  One of the major issues today is the migration of craftsmen to the cities. Leaving their practices back in the villages due to the low levels of remuneration, craftsmen are left with no other option. Here the role of Grassroots, the label comes in. Its primary focus is to sustain craft traditions in the places of their origin by providing artisans work.
3. Grassroots is working with a number of reputed NGO’s such as Sewa Trade Facilitation Centre of Gujarat which relentlessly works with poor, self-employed women workers to organize them for full employment.  Umeed Foundation in Punjab which is working with underprivileged women and giving them an opportunity to hone their skills such as stitching and earn their livelihood. Weavers Cooperatives in Andhra Pradesh. Kashmir Box which aims to promote the Kashmiri heritage, keeping the benefit of Kashmiri artisans in  mind.

4 .The embroidery is done in Bakutra, Barara, Vauva and Fangli in the Santalpur block of Patan district in north Gujarat.

5. The brand experiments with age-old embroideries, weaving and dying techniques such as Bandhani, hand spun cotton from Kutch( Kala Cotton), Chikankari, Ahir embroidery from Rudarpur, Patola from Patan, Punjabi Phulkari, Ikkat and Maharashtrian Warli art.

6. The brand also creates handcrafted eco-friendly bags made in canvas, cotton, jute and wood.