Anita Dongre’s Grassroot store opens in New Delhi

The brand designed by Anita Dongre is a sustainable luxury brand born to revive, sustain and empower crafts and artisans of India. It translates village art into design for the globetrotting women, and showcases the handcrafted traditions of India in contemporary tales.

he products showcase exquisite hand embroidery inspired by the biodiversity of rural India which are made by the village artisans. It consists of a wide range of tunics, bottoms, jackets and dresses. The fabrics are handwoven and the colours are atypical, bringing a warm cheer to the collection. For the fall-winter collection, the designer has experimented with stretch handloom textile which allows comfort and easy movement while giving the characteristic feel of handloom.