Brand: Grassroot by Anita Dongre
Company: Anita Dongre
Location: Banjara Hills, Hyderabad, Telangana
Area: 4,000 square feet
Product profile: The store retails a stunning collection of pocket squares, kurtas, bandis, and sherwanis for men; and lehengas, sarees, printed kaftans, and dresses for women; along with a curation of Anita Dongre silver jewellry and Anita Dongre Pinkcity.
Store design | Interiors & VM | Fixtures: The store is an ode to Rajasthan’s rich culture that inspires much of the designer’s work. Each section is carefully curated into a holistic experience and tied together but the dreamy rose petal aroma of royal gardens of a time past. The ground floor welcomes out of the world that one left at the doors with a soothing neutral palette of beige and blush pink inspired by the palaces of Jaipur. Reclaimed wood racks and a soothing water feature frame stories of artisans who make these fashion favourites by hand.
About the company: Anita Dongre Limited is one of India’s leading fashion houses today – a well-recognised, well-respected and well-loved name. The company owns and operates four brands each with their own distinct identity. And, a line of chic contemporary western wear for women; Global Desi, a vibrant and free-spirited brand of boho-chic ensembles; Anita Dongre offering exquisite bridal couture and a prêt line for men & women along with Pinkcity, handcrafted jadau jewellery; and Grassroot by Anita Dongre which is a tribute to the handcrafted traditions of India, seeking to revive and sustain heirloom traditions and empower artisans in villages.
Fibre2Fashion News Desk (JL)