Anita Don­gre, AND De­signs In­dia Ltd

VM&RD - - CONTENTS -

Anita Don­gre launched her la­bel AND De­signs in 1999, with a 300-sq-ft shop in Mum­bai’s first mall, Cross­roads. Thir­teen years later, AND - the western wear la­bel, Global Desi – the eth­nic wear la­bel, Anita Don­gre IINTERPET and Anita Don­gre Time­less now oc­cupy 100 stores. This SNDT de­sign grad­u­ate is slated to be­come the largest, most prof­itable and fastest grow­ing In­dian de­signer. What con­trib­utes to Don­gre’s suc­cess is the fact that her gar­ments suc­cess­fully bridge the gap be­tween lux­ury and mass mar­ket.

do the cor­re­spond­ing stores. AND be­ing a con­tem­po­rary west­ern­wear brand has a more clean, grey and black color de­sign, while Global Desi is fun, vi­va­cious and spir­ited so the store de­sign and lay­out is con­sis­tent with that.

How large is the de­sign team?

The de­sign team is spear­headed by me and as­sisted by a four mem­ber de­sign and VM team.

What are the ma­te­ri­als that dom­i­nate the store in­te­ri­ors?

We are now us­ing more eco-friendly ma­te­ri­als like MDF/Par­ti­cle board with a blend of PU Pol­ish for a dis­tinct look mixed with zig-zag vinyl pat­tern on par­ti­tions and camel/lo­tus vis­ual prints. Apart from that we have a Jaipur Print dec­o­ra­tive block pat­tern on wall and ac­ces­sories with china mo­saic dec­o­ra­tive floor­ing pat­tern blended with Jaisalmer stone floor­ing, which aptly re­flects the brand im­age. While an open ceil­ing with CDMT Track light adds to the vi­brant look and feel of store.

It takes roughly 20 days for a new store de­sign

How of­ten do you change the VM in the store? What are the fac­tors that dom­i­nate this change?

The VM in the store changes ev­ery week as that keeps the con­sumer en­gage­ment fac­tor high and also given that we have nu­mer­ous looks and styles we can play around with them for a dif­fer­ent look and feel each week. Fac­tors like the fes­tive sea­son, new launches etc de­ter­mine the VM for the week. Like for in­stance for Di­wali the VM was fes­tive show­cas­ing the pop­u­lar fes­tive de­signs across all our stores in the coun­try. The stores were re­splen­dent in the col­ors of the sea­son, with diyas and light­ing etc.

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