Anita Dongre is synonymous with luxury Indian fashion and for good reason. However, what sets her brand apart from the rest is the holistic approach to sustainability she leads with. From introducing modern sustainable fabrics to Indian wear and recycling initiatives to focusing on social sustainability, the brand touches upon several aspects of sustainable fashion and business.
The brand, launched in 1995, today plays a hand in empowering numerous women and artisans through its work and the Anita Dongre Foundation. The company has also helped set up community tailoring units in rural areas of Maharashtra where tribal women are trained to make garments, in turn acting as a stepping stone to creating livelihood opportunities. But according to the designer, empowering women in the community has a much bigger impact than just the direct opportunities. “I have always believed that women are a tool that can bring change in this nation. The incredible thing about working with women is that every rupee they earn finds a way into society uplifting not just the immediate family of the earner but the entire village community,” says Dongre. Apart from garment training, the Foundation collaborates with non-profits to help provide employment opportunities to women and upcycle fabric waste from their manufacturing processes. “My hope is that women will recognise their power and use it for good,” she adds.
Image Source: anitadongre.com
Most recently, the designer has collaborated with CITTA, a non-profit organisation, to create the ‘Promise of Hope’ bracelet to help support the education of students at Jaisalmer’s Rajkumari Ratnavati Girls' School. The students of the school, who are children of weavers, artisans and embroiders from the region will be benefitted as 100 per cent of the sales proceeds of the bracelet will go to CITTA for their education and empowerment. “The need of the hour is to take economies back to the villages of India and preserve the family unit along with a way of life that is true of rural India. By centralising all earning opportunities in India’s overcrowded cities, we have reduced opportunities for the greater populace to live a life of respectability and upward mobility. As industry leaders, we should all be putting our minds together to bring economies back to rural India and supporting that effort through social interventions,” says Dongre.
Image Source: Anita Dongre
Even as she continues to expand her brand internationally, Dongre holds her progress with Indian artisans with equal importance. “Launching in New York was a definite highlight in my career, as was walking the ramp with the artisans who made my collection. It has been my dream to have Indian craftsmanship celebrated on the world’s stage and both these moments in time are a reminder that we’re on our path to making that happen,” says the designer.