Peace, calm and "balance". These are the life lessons to take away from Anita Dongre. The fashion designer with close to three decades of experience and multiple successful brands has a Zen-like quality about her. Running an empire with a sense of tranquillity and absolutely zero rush. We picked her brains on how she does it, her line of gorgeous vegan luxury bags and belts and the beautiful flagship store in Kala Ghoda, Mumbai.
A glimpse of the picturesque Kala Ghoda (Mumbai) flagship store
The accessory line looks lovely. This must have been very fulfilling.
Yes, I was very excited. I was waiting for the longest to launch a line of luxury, vegan bags. And, it has been very well-received.
How long has this been on your mind?
I have always wanted a line of luxury bags but could never do it, because it includes leather and then for the last couple of years, we have been in talks with a couple of companies who have created plant-based materials that we liked. Then due to Covid, everything stalled. Post that, this is the first project that I started working on. Just happy to know that there are companies today, globally, responding to the needs of a lot of consumers who are looking for alternate materials and now with technology, one is able to produce different kinds of materials that are cruelty-free. We would be partnering with many more such entrepreneurs who would want to create a better product for the planet.What excites me is the innovation that can come in, in design. You'll see lots more from us in the coming years.
In your personal space, what are the pockets you want to fill going forward?
My God so much needs to be done. Sky's the limit. I am wanting every day to live more mindfully than I did yesterday. I have a lot of goals, but baby steps at a time.
What's truly agonising for you to see when it comes to nature and saving it?
Global warming is at our doorstep. Can you imagine Bombay, which is next to the sea, being one of the most polluted cities in the world? Isn't that bizarre? (Running out of water) has been one of my biggest fears. I am very careful about using water. We all need to be aware. We need more green, forests, our animals, and forest cover. The more forests we have, the more sustainable we all are. We'll have better air also then.
How can the fashion industry pitch in?
The leather industry uses a lot of water. There are statistics we have put on our social media also. So, everyone should support alternate materials that do not use a large amount of the earth's resources. The first is of course to use less and buy less, buy intelligently and mindfully. These are the four pieces of advice I'd give to your readers.
Birds of a Feather Belt
(L-R) Anita Dongre’s Swan Mini Grab Bag, Birds Of A Feather Crossbody Bag
The new store looks beautiful...
It's an old building (Sassoon Building), made in 1850 in Bombay, an iconic building. We've worked closely with restoring the building, which took about 18 months. Then we beautified the interiors. Then we brought in like in any Anita Dongre store, the contemporary Rajasthan, designing the furnishing and wallpapers and the internal space. The store has a high ceiling and old wooden stairs.
You were visionary in many respects. Where did you channelise confidence from?
I don't know... (smiles)... I just had a dream and I think it all started with a vision. I want to tell every young person out there that you need to action on that vision. You need to be disciplined, focused and persistent and never give up. It might take 10 years or 20 years, but the dream will come true. You need to have your eye on the goal and enjoy your journey every day. It is equally important to go in and live your life which is a gift and a blessing. Live it happily every day.
Have you further cut down on your working hours?
I do not overwork at all. My working hours are very controlled. I have got a good balance with enough time to sleep, exercise, family, and work. I won't have it any other way.
Going ahead, what do you think will be the strategy for legacy brands to sustain?
I think the founder needs to ensure that everyone who is working in her or his team understands the vision of the brand and respects and adheres to it.