Overseas store expansion is our key focus

Anita Dongre has carved her niche in the highly competitive bridal wear, fashion and allied industry via her eclectic collections. In a candid conversation, Dongre provides insights on her clothing and jewellery line, as well as her plans to expand overseas.

Saniya Seth: Kindly highlight how your brand - Anita Dongre – has evolved over the years?

Anita Dongre (AD): I have expanded my presence in different categories over the past few years. For instance, I entered the bridal wear segment two years ago, menswear last year and earlier this year, I entered the jewellery business.

Pinkcity is a natural extension of my fashion line, and jewellery is an integral part of wedding trousseau. And, resonating with the legend of Pink Flamingo and its underlying romanticism, this jewellery collection portrays the traditional craft of Rajasthan, as well as in tune with the evolving needs of consumers.

(SS): Is the target audience for AND as well as Global Desi different, and their retailing strategy?

(AD): Anita Dongre iinterpret is focussed on contemporary silhouettes with Indian influences. Meanwhile, Anita Dongre Timeless is an elegant bridal wear collection, which also offers royalty inspired garments for men. This collection also has motifs from ancient Indian crafts and includes lehengas, sarees, cocktail gowns, salwar kameezes and churidhaars.

AND was launched in 1998 and it was amongst the first brands in the country to offer consumers global styles that suited their silhouettes. In addition, an affordable collection of western wear has made this brand popular. However, Global Desi is a fusion of Indian and global influences, and it is targeted for the modern women who is also looking for creativity.
Our retail network includes 10 exclusive stores across the country for Anita Dongre, while AND has 40 exclusive stores and it is also present in 200 multi-brand stores. Apart from that, Global Desi has 50 exclusive outlets, as well as its presence in 120 multi-brand outlets.

(SS): Kindly highlight the store design strategy for your retail outlets?
(AD): The theme and store design for each of the brands is very different; Anita Dongre reflects luxurious India, Global Desi is ‘fun’ and ‘funky’, while And highlights a modern look.

(SS): Key markets for your products?
(AD): Mumbai followed by Delhi.

(SS): How do you differentiate yourself in the highly competitive bridal wear market?
(AD): In my bridal wear collection, I focus on ‘wearability’, as well as contemporary looks, and I have been able to ensure a steady stream of customers.

(SS): Your expansion plans?
(AD): We have recently expanded the reach of Global Desi to Mauritius, and are planning several more stores overseas.