Authors: Ananya Jain, Anchal Gupta, Krisha Agrawal, Kushagra Dixit, Lavishka Tulsian and Rishika Mukherjee
After graduating from SNDT with a degree in fashion design, Anita Dongre began creating and supplying clothing to well-known stores in Mumbai, including Saks, Weekender, Sheetal, Benzer, and Roopam. With just a few sewing machines, Anita and her sister Meena launched this company from their home. Before establishing her own brand in 1995, she engaged in this activity for almost ten years. Anita created a collection for AND using the rejected samples because many of her designs were frequently rejected by these stores. It was a sell-out success when AND and led to its first store in Mumbai's Mall in 1999.
Image: Sister Act: In Conversation With Anita Dongre And Meena Sehra by Femina.
A well-known fashion brand in India, The House of Anita Dongre is renowned for its stunning designs and premium goods. The company has a national presence with a vast network of multi-brand big format stores and exclusive brand stores. New York and Mauritius are additional international locations where it is well-established.
One of the notable accomplishments of the House of Anita Dongre is that General Atlantic has decided to invest in its sub-brand, AND. This investment demonstrates the company ' s growth potential and sounds financial standing, drawing the attention of illustrious investors.
A global growth equity company called General Atlantic makes investments in businesses with substantial development potential. Its investment in the House of Anita Dongre (AND) demonstrates its faith in its operating philosophy and future expansion opportunities. Around 2800 bright and passionate employees at The House of Anita Dongre are dedicated to providing their clients with the best goods and services. The business's success results from the effort and commitment of the people who work there, who have made it one of India's top fashion businesses. The competitive frame of reference and target audience of House of Anita Dongre is urban, confident, and aspirational women from the upper class belonging to tier 1 cities.
Anita Dongre strongly believes in the value of sustainable fashion. She is dedicated to producing lovely and environmentally friendly clothes using sustainable resources and manufacturing processes. Also, she has implemented sustainable methods in her production and supply chain, such as waste minimization and water conservation initiatives. Her worldview places a strong emphasis on women ' s empowerment. Dongre has established several employment options for women through her business, ranging from executive positions to skilled artisans. Via her Grassroot program, which assists rural women artisans and promotes their traditional crafts, she also works to empower women. Dongre genuinely feels that fashion can influence society for the better.
Image: Mexy Xavier
An ethical vegan, environmentalist and revivalist of local craft. New collections every season maintains the vibrancy of the brand.
Anita Dongre’s reputation as successful designer behind the brand. Supports women empowerment.
Limited brand recall due to lesser advertising compared to leading apparel brands. The retail industry is capital-intensive in terms of working capital. With so many showrooms, it's can be difficult to maintain stock with transport logistics. Keeping up with trends can also lead to obsoletely.
Diversification into new product lines: It may look into opportunities to expand into new product categories like home decor or beauty products.
International market expansion: Promotion of Indian clothing abroad.
Ever-changing consumer preferences.
Very high fragmented fashion industry can pose a serious threat due to intense competition.
Image: Anita Dongre Grassroot Label at LFW; Urban Asia
The Anita Dongre brand is known for fusing traditional Indian craftspersonship with cutting-edge designs to produce items that are stylish and timeless. From beautifully detailed bridal dresses and luxurious occasion wear to stylish casual wear and gorgeous accessories, the brand's collections provide a wide selection of items. Anita Dongre couture label mainly deals in designer wedding outfits.
The Indian fashion label, Global Desi is well-known for its fusion clothing, which fuses Indian and Western designs to produce distinctive, versatile costumes that can be worn on a variety of occasions. The dresses, shirts, skirts, jackets, and accessories in the Global Desi collection are decorated with beautiful embroidery, bold designs, and brilliant shades. The company makes comfortable, affordable and fashionable apparel out of a range of materials, including cotton, silk, and chiffon.
A variety of clothes, including casual wear, workwear, and formal attire, is available from AND for both men and women. Clean lines, simple designs, and a neutral colour scheme define the brand's designs. It also sells a variety of accessories, including purses, shoes, and jewellery. Overall, AND is a company that emphasises sustainability, use, and simplicity while providing fashionable, classic pieces that may be worn for years to come.
Pink City is a fine jewellery line with handcrafted jadau and polki that are exquisitely detailed and effortlessly elegant. The exquisite pieces, which feature uncut precious gemstones and pearls set in hallmarked gold with jadau and Meenakari work, have a touch of Rajasthani folklore and a sense of royalty.
Grassroot is an eco-friendly, high-end clothing collection of Anita Dongre. It is a carefully selected collection of stories that come from the outskirts of the urban society. Anita Dongre Grassroot is a conscious move in the direction of fashion that is slow and sustainable. It is known to create a story about respecting the environment and the local craftspeople.
Anita Dongre is most known for her women ' s fashion brand, which features a variety of items, from traditional Indian clothes to modern apparel in a Western design. Her line of goods consists of the following:
Traditional Indian attire, such as sarees, lehengas, salwar suits, and other such garments. These goods are offered in a range of designs, materials, and styles to suit various needs and tastes.
Modern Indian Clothing: In addition to traditional clothing, Anita Dongre also carries modern Indian clothing such as kurtas, tunics, and jackets. These items are appropriate for both informal and formal settings and combine traditional Indian aesthetics with contemporary styles. Dresses, tops, skirts, and trousers are among the Western-style clothing that Anita Dongre also sells. These goods are intended for a global market and feature a blend of Western and Indian aesthetics.
Anita Dongre is renowned for her bridal wear line, which offers a variety of both conventional and modern bridal wear alternatives. Lehengas, sarees, and other bridal dress accessories are included in this assortment.
Earrings, necklaces, bracelets, handbags, and shoes are just a few of the jewellery and accessories that Anita Dongre sells in addition to apparel.
AND has a collection of formal and evening western wear.
Global Desi is quirky, contemporary Indian wear
Anita Dongre Signature specializes in Bridalwear and Indian festive couture
Pinkcity is a range of fine jewellery
Grassroot is an eco-friendly handcrafted collection which aims at sustainability.
Image: Anita Dongre opens a new flagship store in Kala Ghoda, Mumbai; Vogue India
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The labels under ‘House of Anita Dongre’
Threat of New Entrants: The Indian fashion industry is highly competitive, with many new entrants looking to establish themselves. However, the brand's reputation, strong customer base, and commitment to sustainability make it challenging for new entrants to compete.
Bargaining Power of Buyers: High Customers in the luxury fashion segment have a significant bargaining power as they have many options to choose from.
Threat of Substitutes: High
The Indian fashion industry has many substitute products, including Western-style clothing and fast fashion brands.
The competition in the luxury fashion segment is intense, with brands like Manish Malhotra, Sabyasachi, and Tarun Tahiliani Vying for the same customers.
The brand house of Anita Dongre operates in the luxury fashion segment, where prices are relatively high. However, compared to its competitors like Manish Malhotra, Sabyasachi, and Tarun Tahiliani, Anita Dongre's prices are relatively lower, making it a more affordable option for customers.
The brand has built a strong reputation for delivering high-quality and sustainable fashion. Their use of eco-friendly fabrics and their commitment to ethical fashion practices have helped them differentiate themselves from their competitors.
Anita Dongre's designs are known for their fusion of traditional Indian craftsmanship with modern styles, making it a popular choice for customers who want to embrace their cultural roots while still picking a fashionable choice. Their designs are often more subtle and understated.
The brand has a strong focus on customer service and offers personalized styling services to help customers find the perfect outfit for their occasion.
Anita Dongre mainly deals in luxury bridal wear. Therefore, the competitors of Anita Dongre includes Manish Malhotra, Sabyasachi Mukherjee, Tarun Tahiliani, Ritu Kumar, Rohit Bal, and JJ Valaya.
AND's prices are relatively higher than fast fashion brands but more affordable than luxury brands, making it a popular choice for customers looking for high-quality, trendy clothing at a reasonable price. Its main competitors are Zara, H&M, Mango, Forever 21, Topshop, ASOS, Missguided.
Global Desi's prices are similar to AND, making it an affordable option for customers looking for fashionable and comfortable fusion wear. Its main competitors are FabIndia, Biba, W for Woman, Max, Lifestyle, Westside.
Pinkcity is Anita Dongre's elegantly crafted jadau- gold jewelry for every occasion. It's main competitors are Swaroski and Carat Lane.
Grassroot's prices are higher than AND and Global Desi but more reasonable than luxury sustainable brands like Stella McCartney and Reformation.
The Boston Consulting Group matrix, often known as the BCG matrix, is a strategic tool used in business to evaluate a company ' s product line and highlight areas with the most room for expansion and profit. It was created in the 1970s by Bruce Henderson of the Boston Consulting Group.
The BCG matrix depicts the products or business units of a corporation on a graph with two axes: relative market share and market growth rate. A market's growth potential is gauged by its market growth rate, whereas a company ' s relative market share is determined by how well it performs in comparison to its rivals.
Businesses can use the BCG matrix to decide which products or company divisions to put money into and which to sell.
Anita Dongre Bridal Couture, also called Pinkcity, is the Star. In the case of the House of Anita Dongre, this might be its bridalwear and occasion wear lines, which are probably in high demand given the rising prevalence of destination marriages and Indian traditional gatherings. Expanding production facilities, funding marketing initiatives, and creating fresh designs to keep up with emerging trends are just a few of the important investments these items need to make in order to maintain their growth. This is the brand's best-selling collection and commands a sizable portion of the market with rapid expansion.
On the other hand, AND is their cash cow. It is the brand's most well-known line and is extremely popular but with little growth. Hence, a cash cow. It is a ready-to-wear fashion range produced by the House of Anita Dongre, and has already established itself as a leader in the market. It is bringing in consistent income and profits. Although this line doesn’t need a lot of investment to hold its position and mostly gains from new releases and frequent updates to keep customers interested.
Anita Dongre’s Grassroot fall as Question Mark. In a market with rapid growth, it has newer and more experimental products with a small market share. It is still in their infancy and has not yet attained wide acclaim. To increase its market share and turn a profit, its items need to be heavily invested in. To become known and gain market share, the business might have to make investments in market analysis, product development, and focused advertising campaigns.
For the House of Anita Dongre, the dogs are Pinkcity and Global Desi. Global Desi has been a very big asset to the HOAD. However, this line isn’t doing well financially now and has a small market share in a sluggish industry. Its competitors, FabIndia and BIBA have captured the market. The competitors for this line are very powerful, thus low customer loyalty. This is one of Anita Dongre’s outmoded lines now and slowly moving out of the market. Whereas, Pinkcity, even after 10 years, couldn't make its mark in the market and is still very unknown to people. Therefore, it's a dog too.
Image: Anita Dongre's Hyderabad store by Shonan Purie Trehan; Elle Decor
A product life cycle is basically the amount of time that a product goes from being introduced into the market, until it is taken off the shelves. There are four stages in the product life cycleintroduction, growth, maturity and decline. Sales often stabilize during the products maturity stage, although competition may be an obstacle. Product life cycle facilitates the decision making aspects of business. Every product life cycle is different for each brand and the speed of movement between each stage is also different. It indicates the longevity of the product from when it is introduced in the market and enables the marketers to adapt their brand to the dynamic market world. It is used by marketing professionals to make important decisions regarding the brands, such as pricing strategies, advertising costs etc
In the case of House of Anita Dongre, following is the classification, according to its sub-brands:
Grassroot- Introduction Stage
AND- Maturity Stage
Anita Dongre Couture Label- Maturity Stage
Global Desi- Decline Stage
Pinkcity- Decline Stage
Anita Dongre’s brand Grassroot- the sustainable fashion line was launched as recently as in April 2015. Initially, this involved developing the marketing strategy and making the consumers aware of the sustainable and planet-conscious products. They called it the “diary of India’s craft history” and sales were initially slow. This brand is still relatively new and has not witnessed a large margin of growth, due to which it would still be categorized in the Market Introduction and Development stage.
Dongre’s western wear brand- AND is ntly in the Maturity Stage of the ct Life Cycle. This is because AND, rding to its financials and consumer ior of purchasing its products has ed the beginnings of market saturation. has already been introduced and is no troduced in the market. At this point, the competition with their rivals such as Zara, Forever21, H&M etc has intensified and its competitors have established themselves in the market with newer, improved products. Consumers are more inclined to buy products from H&M and Zara compared to AND, due to which it could possibly be inching towards a decline.
Another line of House of Anita Dongre- Anita Dongre Couture Label, also falls under the Maturity Stage. With their handcrafted lehengas, kurtas/kurtis, sarees and dress sets Anita Dongre would belong to the Market Maturity stage in the product life cycle. This is because Anita Dongre has established her brand in the marketplace and several consumers over the years have bought her products. Her brand is characterized by a growing demand and popularity, an example of this being her dresses and lehengas sported by celebrities such as Kate Middlleton, Priyanka Chopra etc. Her label has also been facing fierce competition from rivals such as Sabyasachi and Manish Malhotra who have had enough time to introduce their products in the market.
Anita Dongre’s contemporary line- Global Desi is currently in the Decline Stage of the Product Life Cycle. Global Desi’s competitors such as W, Biba, Fabindia have taken over the market. Moreover after the pandemic, the sales mass premium fusion wear brand Global Desi had taken a hit as it was closely related to gatherings and social events. With the rising competition, Global Desi has tried releasing newer styles in their kurtis and feature their products with lower prices in order to increase sales.
Anita Dongre’s fine natural diamond jewelry brand Pinkcity. Despite it being launched in 2013, it is not as popular as Tanishq, Caratlane etc. There is no particular demand for this sub-brand, and it is still focused on its marketing and revenue generation, hence it is in the Decline Stage of the Product Life Cycle. This is because despite being in operation for 10 years, it has not mad
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