It’s not fast, but slow fashion, the way we like it. – GRASSROOT, Anita Dongre

Grassroot - Anita Dongre - sustainable fashion - slow fashion - artisan friendly - traditional crafts - indian textiles - indian embroideries - charu creation blog - charu - fabric retailer

Always the mindful designer, Anita Dongre has bowled us over again with another one of her brands and its philosophy, Grassroot! 

As a designer, the main task is to incorporate the essence of originality, a thought with consumer needs, and the product’s feasibility. This simple little sentence, in reality, is a tactful feet to achieve. 

And the designer, Anita Dongre, has always delivered it perfectly!

Grassroot, as the name suggests, stems from the roots of Indian heritage. It works with the villages of India. This helps in reviving textile crafts and empowers economically the rural artisans.

The socially responsible and environmentally ethical brand does a marvelous job in reviving age-old crafts like –

Resham Embroidery - Yellow Dress - Fit and flare dress - anita dongre - fashion design- designer - charu creation blog - charu - yellow fabric - plain fabric - grassroot - label - summer dress - sustainable fashion - slow fashion

Resham Embroidery

Thera Dress

Ajrakh Hand Block Printing - Navy Blue Dress - H-line dress - anita dongre - fashion design- designer - charu creation blog - charu - indigo fabric - printed fabric - grassroot - label - summer dress - sustainable fashion - slow fashion - evening wear

Ajrakh Hand Block Printing

Indigo Gazelle Tunic Dress

Malkha - malmal fabric - khadi fabric - chequered dress - yellow dress - check printed fabric - yellow chequered dress - grassroot - Anita Dongre - designer - label - fashion design - slow fashion - sustainable fashion - sustainable eco-friendly fabric

Woven Malkha

Chequered Dress

Bandhani tie-dye - printed fabric - natural color dye - bandhani craft - grassroot - anita dongre - sustainable fashion - slow fashion - artisan crafted - charu creation blog - charu - fabric retailer

Bandhani Tie-dye

Sonya Dress

These crafts are added onto contemporary designs keeping sell-ability in mind. Since this artistry takes time to produce, the manufacturing of these garments is not done seasonally. Every piece takes its own sweet time and care. Sometimes a piece takes 2-3 months to complete.

Thoughtfully structured, Grassroot associated with SEWA (Self Employed Women’s Association) and got further linked with artisans from various villages who expertise in their traditional crafts. This helps in bringing work back to villages and helps to keep their craft alive.

Anita Dongre, an Indian Fashion designer and the creative director and owner of House of Anita Dongre caters to a vast market with a vision that runs deep with principles and a responsible outlook towards the market and the work unit. 

Catering to an expansive market, fabulously with contemporary affordable fashion. Grassroot, Anita Dongre’s third brand was launched in 2015.
Form-functional, economically viable, culturally-rich clothes are crafted for women who are fashion conscious and advocate slow fashion.

Banarasi Brocade - Navy Blue Dress - H-line dress - anita dongre - fashion design- designer - charu creation blog - charu - embroidered fabric - printed fabric - grassroot - label - high fashion - sustainable fashion - slow fashion - evening wear

Banarasi Brocade

Moti Dress

Conscious consumer, Consciously curated product!

 

The price ranges between somewhat Rs.5,000 to Rs.40,000, depending on the work, time, and effort it took to produce that garment. 

 

Sustainability being the need of the hour, Anita Dongre and Grassroot are an inspiration for consumers and also designers, manufacturers, and merchandisers in choosing sustainable fabrics like linen, and opting for culturally-rich crafts like Ajrakh and tie-dyes for a beautiful and better tomorrow!

That’s what we believe in, what do you believe?!
Tell us in the comments below.

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