about the company · about the company journey in a nutshell 1983: anita began her business with 2...
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About the CompanyJourney in a nutshell
1983: Anita began her business with 2 sewing machines in her
balcony
1995: Founded And Designs India Ltd. with her sister Meena Sehra
and brother Mukesh Sawlani
2015: And Designs India Ltd. re-branded as House of Anita Dongre
Ltd. and new eco-friendly headquarters established at Rabale, Navi
Mumbai
2018: Company has its commercial footprint across 1200+ Stores
(Exclusive + Multi-brand outlets) across India and a Store in New York
USA, e-Commerce presence; Employee Strength: 2,500+
“We need to empower our women by providing them sustained,
gainful livelihood opportunities in their own villages, without
them having to migrate elsewhere. We provide employment
opportunities to skilled artisans under our brand Grassroot; and
we train unskilled labour through our foundation, by setting up
community centres in their villages and also provide them
employment opportunities. Both these initiatives are undertaken
in their own villages. This is the single-most powerful driving
force and guiding philosophy for me”
Anita’s Philosophy on Economic Empowerment
“As a nature and animal lover, and a vegan, I feel very strongly
about our impact on the environment. The fashion industry is the
second largest polluting industry in the world and therefore
sustainability is the need of the hour. At the House of Anita
Dongre, we are striving to be sustainable and are making firm
efforts to reduce our environmental footprint. ”
Anita’s Philosophy on Sustainability
SUSTAINABILITY
PLANET
Green Design Head
Quarters
Sustainable
Fabrics
Waste
Management
Animal Welfare,
Cruelty-free fashion
PEOPLE
Skilled Artisans
Taking employment
to their villages
Unskilled Labor
Training them in Community
Tailoring Units & bringing
employment to their villages
Sustainability OverviewHouse of Anita Dongre
* NOTE: Employment and/or self-employment aimed at providing sustained, gainful livelihoods
THE BRAND STORYBorn out of the need to provide steady opportunities to India’s skilled artisan communities, Anita Dongre Grassroot interprets heirloom traditions from the heart of Indian villages into contemporary, sustainable fashion for the globetrotting woman
REVIVE SUSTAIN EMPOWERAnita Dongre Grassroot revives and sustains the dying, forgotten crafts and weaving traditions by providing a consistent platform for artisans across India
We collaborate with a network of NGOs and also work directly with artisans to empower them with fair wages and pride, helping create better livelihoods
CRAFTS
CRAFTS
Rajasthan
Block Printing
Gota patti
Dabbu
Zardozi
West Bengal
Katha
Uttar Pradesh
Chikankari
Gujarat
Bandhani
Ajrakh printing
Aari Embroidery
WEAVES
WEAVES
Uttar Pradesh
Chanderi Silk
Brocade
Jacquard
North-East
West Bengal
Jaamdhani
Fulia
Madhya Pradesh
Maheshwari
Telangana
Ikat
Gujarat
Bhujodi
Collaborating in APONIR project with IMG Reliance & UNDP
Remote Interior locations with connectivity issues, logistics difficulties
Garment Turnaround time ~ couple of months
Need to train artisans in adapting to market requirements viz. contemporary designs, styles,
colours, trends etc.
Consumer awareness & willingness to pay a premium for fair wages to artisans
Need for training dyers on azo-free dyes, techniques
KEY CHALLENGESCluster Initiative
CSR Community Tailoring UnitsSkilling & Livelihoods: Women Empowerment
CSR Community Tailoring UnitsSkilling & Livelihoods: Women Empowerment
State: MaharashtraDistrict: Palghar
1. CHAROTI
2. JAWAHAR
3. DHANEVARI
# Women Trained orbeing Trained
# Women Working
Charoti 83 49
Jawahar 71 60
Dhanevari 30
0
10
20
30
40
50
60
70
80
90
# W
0m
en
10
20 20
0
5
10
15
20
25
# Tailoring Units
# of Community Tailoring Units (50 in 3 yrs)
2018 2019 2020
OUTREACH: NOS OF BENEFICIARIES SCALE-UP PLAN
CSR Community Tailoring UnitsSkilling & Livelihoods: Women Empowerment
Key Outcomes & Impacts: CharotiRecent Internal Survey Findings
CSR Community Tailoring Unit
96% report increased self-confidence
88% report increase in respect by families
63% report increase in respect by community or society
62% report enhanced decision-making power in family matters
42% report regular monthly savings
Earnings used for: House Repair, Building Toilet Blocks, Buying Mobile Phones, Clothes, Jewellery, Educating children, 2 Wheeler (on loan EMI), Sewing Machine, financially help relatives in times of need/distress
Scaling-up: Credible, professional skilling agencies to effectively deliver quality, customized
training on the ground in a cost-effective, timely manner
Post-Training Hand-holding, Capacity Building & Leadership Development of women
Channelizing Govt. Scheme funds for funding infrastructure (capex) & skilling women at
Community Tailoring units
KEY CHALLENGESCluster Initiative: CSR Community Tailoring Units
Further deepen engagement with clusters to revive, sustain our art, crafts & empower our
artisans
Capacity building of Clusters : Compliance - social, environmental matters, financial inclusion,
managerial capabilities etc.
Strengthen digital or e-commerce platforms to connect brands, clusters, customers
Educate the masses on ‘responsible buying’ to provide sustained livelihoods to our artisans
INPUTS FOR CLUSTER DEVELOPMENT & EMPOWERMENTFor consideration by Industry
Thank you
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