Designer Anita Dongre on opening a huge store in Hyderabad, and why the focus should be on designing for women who will buy clothes and not just for the ramp
In 2020, a few Indian fashion designers shut shop, a few others downsized their collections and a few others moved online. Anita Dongre, the founder of House of Anita Dongre, which shelters AND (western wear), Global Desi (boho-chic brand inspired by the folk tales of India), her signature label ANITA DONGRE (couture brand), Anita Dongre Grassroot, (a sustainable and luxury pret label) and Pink City (handcrafted jadau fine jewellery), opened a three-floor, 4,000-sq-feet store in Hyderabad. The store was supposed to be launched in March but was postponed in the lockdown and was then opened in time for the festive and wedding season. Dongre tells Forbes India what made her open a brick-and-mortar store in Hyderabad and why Indian designers must focus on designing for real women, the ones who walk into designers’ stores, and not just for the fashion ramp. What kind of potential do you see in the Hyderabad market in this economic slowdown?