Anita Dongre

Time & again, entrepreneurs prove to be a blessing to the society. And, fashion entrepreneur, Anita Dongre, creative director, AND Designs India Ltd. is no exception. The next big thing on her mind is to promote the hardwork & skilful expertise of the poor farmers of the co-operatives of Andhra Pradesh, who are, more often than not, given a raw deal. This is the first time when the concept of ‘fair trade’ in India has been initiated by a reputed retail brand. The initiative ‘Shop For Change’ is touted as her new collection of women’s western wear under her much-in-demand fashion label ‘AND’. The highlight of the collection is the fabric which is 100% Shop for Change Fair Trade certified cotton.

When asked about her brainchild, ‘Shop For Change’, Anita is more than happy to explain, “Contemporary designers are not only fashion forward, but also experimenting with fabrics, colours and textures. The fashion industry is always looking for the next big thing and provides enough room for innovation for entrepreneurs. My latest innovation is a first-time initiative of a retail brand bringing the concept of fair trade in India. Working closely with Shop for Change gives me a chance to make a difference in the fashion world and the society at large. Having visited the farmer co-operatives in Andhra Pradesh, I see the importance of introducing this concept into the fashion industry and hope that my fellow designers will also bite the bug.”

Well, for all we can say, we wish her all the very best for her new venture and that the world follows in her footsteps to make earth a better place to live in!

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