Grassroot by Anita Dongre launches at the Chanakya

By

Isabelle Crossley

Published
Nov 20, 2017

After opening a Grassroot store in Broome Street, New York, in August this year, Anita Dongre will open another store in Delhi on November 30.

After the success of her New York Grassroot store opening, Anita Dongre is opening another store in New Delhi. Her next Grassroot store will be in a mall setting and will feature her Grassroot line which, according to Dongre, is “the diary of India’s craft history”. The launch party for Dongre’s store will take place on November 30 and, following that, the store will be open to customers.

Dongre’s Grassroot line is an offshoot of her eponymous label and concentrates on heirloom traditions and traditional, sustainable weaves. Dongre has spoken extensively about the benefits of and need for sustainable fashion in India and Grassroot is her way of promoting this. The line focuses on ready to wear and uses handloom weaves such as Khadi while the aesthetic is kept clean and modern.

Anita Dongre has chosen the Chanakya Mall, located in Chanakyapuri, New Delhi, as the next location for her Grassroot store. The Chanakya is spread over two acres of land and its construction started back in 2013. The mall was officially opened around a month ago and specialises in luxury brands. Some of these include Nirav Modi, Versace, Hermes, Tom Ford, and Longcamp.