Grassroot grandeur

Raveena Tandon and Anita Dongre at the launch of the Anita Dongre Grassroot store
Raveena Tandon and Anita Dongre at the launch of the Anita Dongre Grassroot store

In an initiative to revive our glorious craftsmanship from fading into oblivion, renowned designer Anita Dongre pays tribute to the hands of history through a sustainable brand titled Anita Dongre Grassroot.
At the launch of the first Grassroot store on Linking Road, Khar guest gushed at the grandeur of the store and the first Grassroot collection. Dressed in Anita Dongre Grassroot were Dia Mirza, Diana Penty, Raveena Tandon, Maria Goretti, Sangeeta Bijlani and Mini Mathur.
Also present were Swara Bhaskar, Mandana Karimi, Schauna Chauhan, Sangita Sinh Kathiwada, Rouble Nagi, Shaheen Abbas, Anjana Sharma, Dolly Thakore, Tannishta Chatterjee, Nishka Lulla and Namrata Baruah Shroff among many more.
This iconic Anita Dongre Grassroot store houses a sustainable and eco-friendly collection, using natural materials contrasted with traditional Indian crafts. Illustrating glorious craftsmanship from yesteryears, the brand chronicles and restores heirloom traditions from the heart of our villages and fashions them into contemporary tales while following a philosophy of revive, sustain and empower.
The 5,900 square feet store welcomes you with an old-world charm reflecting a distinguished and splendid architecture amidst hushed hues. The front wall greets you with a canvas of India’s artistry from hand-painted Warli art to beautiful brushes of Madhubani art, from the poetry of Ikat loom to the earthy clay inlay painted by artisans, combining heritage with a sophisticated intricacy. The store also houses a chakra which speaks folklore, taking you back in time. Replete with jharoka-style windows and arches, the store is truly eloquent, capturing the essence of sophisticated glamour.
Right from creating an accessory line which is organic and cruelty-free to ensuring that the guests at her store launch are served scrumptious vegan food, Anita Dongre stayed true to the essence of her newly-launched brand. The guests were bowled over with the customized menu that was presented by Marissa Bronfman’s upcoming vegan café, Bowl Bar. The baked falafel with beetroot hummus, smoked eggplant dip, gluten-free lavash, pistachio bliss balls and rose-infused chia seed pudding with rose petals were thoroughly relished as was the champagne.
Anita Dongre Grassroot collection is available at the Linking Road store as well as online.


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