AND a women's wear store is the brainchild of designer Anita Dongre at South Extension. Anita Dongre graduated from SNDT University, Mumbai, in 1983. She then set up her own company Masque Clothing Co. Pvt. Ltd. which designs and produces a line of western and ethnic garments which are retailed at leading stores across India. The ethnic Indian line is also supplied to stores in UK, Gulf, Singapore and Canada. A year ago, sensing that the Indian market was ready for an affordable elegant line of western garments, Anita successfully launched her brand "And" at it's own flagship retail store at South Extension. She now has created a second brand, "Anita Dongre". This brand will incorporate an international look with an Indian soul. It will, amongst other looks, translate some forms to traditional Indian techniques like batik, tie & dye and vegetable dye prints into contemporary silhouettes.

Westside now displays an exclusive range of the ANITA DONGRE. The label was aimed at the sartorial requirement of the Indian working woman and young collegians in the price range of Rs. 300 - 3000. The pricing and the styling was just right for the Indian woman so it was but natural that large department stores like Shoppers' Stop and the Bombay Store were eager to stock her label. But Anita also opened her own exclusive stores at Crossroads and Linking Road and South Extension. It was always her ambition to have an exclusive couture design label and with her experience of a decade and a half she is ready to move into the high fashion market with the ANITA DONGRE label. So what better venue and place to launch it then at the collection premiere Dusseldorf Fashion Fair in Germany in August 2000 felt Anita. Invited by the IGEDO Company to display her collection for spring summer 2001 at the six professional shows, Anita will also be the finale entry after 17 European labels an honor that has not been given to an Indian designer before. Anita is all set to storm the European market in Spring Summer 2001 with her label and on her return to India hopes to set up a design studio to begin marketing her label in stores around India.

According to Anita, "Three years ago, women going out to work was becoming the norm. Anyone who spoke or met any of these women would immediately realize that they had no options to wear to work. Jeans and T-shirts were easily available but for something a bit more formal most women still relied on a picture from foreign magazines and a visit to the local tailor. For easily available and good quality western wear there was nowhere to go. AND was opened to fill this gap in what women needed. AND is about practical, stylish and affordable western wear. At an AND store you will be able to find semi-formal tops, jacket and trousers for office, or if you want something casual for the weekend you can find some cotton tops, and cool trendy tops, T-shirts for a night out with the girls. A trouser will cost you between Rs.790 -1050/- and tops range from Rs. 490 for a T-shirt to Rs.2500 for a formal jacket. We have a wide price range with something for everybody. We do take orders as well, usually the orders are based on designs that are available in the store, but some of our best ideas and inputs have come from our customers.

Anita has been a success story for many years and with her experience in the business she is bound to make a name for herself in the international market. Anita loves designing affordable, elegant women's wear keeping in mind the essence of the typical Indian body where the accent is on sizes. Anita designs for both couture and pret with the emphasis on Western wear, Trousseau wear, Indian and fusion wear. Targeting women 16-60, she presents comfortable, stylish as well as affordable outfits. On display are skirts, blouses, jackets, dresses, scarves, stoles, etc. Available in European sizes 8-16, the cut is tailor-made for the Indian woman - 'generous at the hips'. What makes the store unusual are prints and styles. She is moving towards making AND the most sought after brand and is confident of keeping her clients delighted.

Address:

AND
SHOP NO:3, GROUND FLOOR, F-38, SOUTH EXTN :1, NEW DELHI
TEL : 465-2888

Jyoti Narang