Always the mindful designer, Anita Dongre has bowled us over again with another one of her brands and its philosophy, Grassroot!
As a designer, the main task is to incorporate the essence of originality, a thought with consumer needs, and the product’s feasibility. This simple little sentence, in reality, is a tactful feet to achieve.
And the designer, Anita Dongre, has always delivered it perfectly!
Grassroot, as the name suggests, stems from the roots of Indian heritage. It works with the villages of India. This helps in reviving textile crafts and empowers economically the rural artisans.
The socially responsible and environmentally ethical brand does a marvelous job in reviving age-old crafts like –
These crafts are added onto contemporary designs keeping sell-ability in mind. Since this artistry takes time to produce, the manufacturing of these garments is not done seasonally. Every piece takes its own sweet time and care. Sometimes a piece takes 2-3 months to complete.
Thoughtfully structured, Grassroot associated with SEWA (Self Employed Women’s Association) and got further linked with artisans from various villages who expertise in their traditional crafts. This helps in bringing work back to villages and helps to keep their craft alive.
Anita Dongre, an Indian Fashion designer and the creative director and owner of House of Anita Dongre caters to a vast market with a vision that runs deep with principles and a responsible outlook towards the market and the work unit.
Catering to an expansive market, fabulously with contemporary affordable fashion. Grassroot, Anita Dongre’s third brand was launched in 2015.
Form-functional, economically viable, culturally-rich clothes are crafted for women who are fashion conscious and advocate slow fashion.
Conscious consumer, Consciously curated product!
The price ranges between somewhat Rs.5,000 to Rs.40,000, depending on the work, time, and effort it took to produce that garment.
Sustainability being the need of the hour, Anita Dongre and Grassroot are an inspiration for consumers and also designers, manufacturers, and merchandisers in choosing sustainable fabrics like linen, and opting for culturally-rich crafts like Ajrakh and tie-dyes for a beautiful and better tomorrow!
That’s what we believe in, what do you believe?!
Tell us in the comments below.