Anita Dongre, an exceptional Indian designer, stands out within the creative community not only for her design finesse but also for her bold ethical stance. As a visionary, she is a vegan by choice and an ardent animal lover, seeking to empower those around her by creating a brand that aligns with her deeply held values. The brand not only reflects her ethos but also serves as an ideal representation of conscious and sustainable fashion.
Committed to a set of principles, the brand operates efficiently and views the world through a lens of consciousness. Its goals span from energy consumption to carbon efficiency, emphasizing the reuse of resources, and considering the significant environmental impact of the fashion and clothing industry. Despite growing awareness of the detrimental effects of fast fashion, the clothing market remains unsustainable in terms of its use of raw materials, posing threats to the environment, wildlife, and the planet at large. Anita Dongre is pioneering a path to showcase how luxury brands can adopt sustainable practices and uphold ethical standards.
Anita Dongre’s brand takes a firm stand on being fur-free and refrains from using leather. In an industry often struggling to align with community standards, Dongre sets an example by connecting with the local community. Recognizing India’s rich handicraft legacy, the brand serves as a beacon for local connections and empowerment. Particularly in rural India, where economic challenges often place the responsibility of caring for families on women, this couture brand supports and empowers such families and women. It aims to sustain Indian handcrafted traditions and provides opportunities for women to take on decision-making roles within their families.
The brand’s headquarters in Mumbai epitomizes its commitment to sustainability. Housed in an eco-conscious building, the company actively works towards reducing its carbon footprint. The fabrics used are carefully sourced from companies operating on renewable energy sources such as Tencel, Bemberg, and The Better Cotton Initiative (BCI). As part of Earth Day celebrations, Anita Dongre initiated and supported the plantation of 25,000 trees at Bassi Wildlife Sanctuary in the Chittorgarh district of Rajasthan. Notably, House of Anita Dongre has successfully recycled plastic waste in collaboration with Lucro Plastecycle Private Limited, producing packaging products that contribute to the reduction of environmental impact. These efforts have left a significant imprint on the fashion community, inspiring other major fashion houses to redefine their approach towards sustainability and environmental responsibility.
ESG Highlights in 2023
- 67% of wastewater is recycled for toilet flushing and lawn irrigation.
- 90% of their exclusive brand outlets are equipped with energy-saving LED lamps.
- 25,00 trees were planted to support forests and wildlife as a part of Earth Day celebrations.
- On average, 500 kgs of plastic waste and 1,25,000 plastic bags are recycled.
- 100% of their e-waste is recycled and disposed of in an environmentally friendly manner.
