Anita Dongre launches ‘Torchbearers’ initiative to celebrate staff amid lockdown
Designer and entrepreneur Anita Dongre has launched ‘A D Torchbearers’ as an initiative to celebrate her employees, as the business remains shut for the duration of the counter-coronavirus lockdown.
Dongre employs 2,700 employees directly and thousands more indirectly from factories and villages, the designer announced on Facebook. By sharing her employees’ stories, Dongre aims to highlight their work during this difficult time and show customers the brand’s core values.
“In a world that’s completely new to us… I wanted to take this time to show my appreciation, celebrate and share with you the people I’m truly thankful for,” wrote Dongre on Facebook.
“While all our operations are on hold today, I know there is a brighter tomorrow that awaits us.”
Dongre has already shared the story of her senior manager for buying and merchandising, Namrata Shirodkar, and production team lead, Renu Seth, on Facebook. The campaign shows that Dongre has taken the current shutdown of all ‘non-essential’ businesses as an opportunity to focus on further building on her brand’s narrative. As post-lockdown consumer spending on luxuries is expected to be diluted, having a strong brand image and set of values will no doubt be all the more important.
Last week, Dongre announced that she has set up a Rs 1.5 crore medical fund for small vendors and artisans and confirmed that all of her companies’ direct employees already have medical insurance.
Dongre is known for her work with rural crafts people, especially crafts women, and has set up rural craft clusters which produce garments for her numerous brands.
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