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Jul, 06 2018

CZARINA OF CONTEMPORARY INDIAN FASHION

The House of ANITA DONGRE has an elite status when it comes to fashion and accessories. Here is how it has managed to reach such heights.

CZARINA OF CONTEMPORARY INDIAN FASHION

Fashion has been her life and fashion designing has been her passion since the very beginning and the same zeal for all things fashionably creative and new remains in each of her work and collection. Yes, we are talking about the woman behind House of Anita Dongre, the most influential fashion house in the country, Anita Dongre herself. From starting a label with only two sewing machines in early 1990s to opening her first store at the Crossroads Mall in South Mumbai in 1999 and expanding to a store in Soho,

WOMEN ENTREPRENEURSNew York in 2017, Dongre has built an empire with four labels under its umbrella—‘AND’, ‘Global Desi’, Anita Dongre bridal couture and prêt including ‘Pink City’ jadau jewellery and ‘Grassroot by Anita Dongre’.

SPREADING THE WINGS

The fashion label considers franchising as a perfectly viable option for expansion in the long run. “I think franchising is a great way to explore untapped markets in Tier II and Tier III cities. Successful franchising depends on choosing the right partner and ensuring a consistent customer experience. A good partner brings local knowledge about the specific needs of the market. The second key requirement is consistency. We work with our partners on sales training, product mix and visual merchandising to ensure this consistency. Even the music and the fragrance in the outlet are kept consistent across stores so that a customer gets the same experience in each franchisee outlet,” Dongre elaborates.

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