When designer Anita Dongre embarked on building her fashion empire at the age of 25, she leaned heavily on her family to realise her vision. “The beginning was tough; I was struggling and initially doing everything alone. Then, I sought help from my younger sister, and later, my brother joined us. When we started, there really was no established fashion industry in India,” she recalls.
The venture began with just the three of them and has since expanded into an extended family of over 2,500 employees. “I’ve always enjoyed working with my family because our values have been aligned from the start, and we continue to share the same vision. Even when I gave birth to my son, Yash, I took him to work with me every day,” she says.
Despite working closely with her family, Anita tells ELLE, “We all zone out on Sundays. I think it’s very healthy to take that one day off from work to spend time with family and not discuss work at all. It’s a good balance, and that’s something we’ve always practised.”
With her son, Yash, by her side, serving as director and president of business operations at the House Of Anita Dongre, Anita feels the label is in good hands. “He (Yash) is the future, and he brings so much to the table. I recognise that tech is an integral part of our operations. Given Yash’s youth and expertise, I rely on him to handle those aspects. Our company is quite tech-forward, with significant investments in various software solutions. His deep understanding of tech and ability to keep up with the latest advancements have been invaluable,” says Anita.
Building A Legacy
Unlike his friends from legacy business families who were told from a young age what they were going to do, Yash’s experience was different. “During my growing years, my mom was building her business, and my dad, in a completely different industry, was building his. For me, it was always about observing. Some days, I went to my dad’s office but spent much more time around my mother’s business. My interest developed organically,” he says.
Yash witnessed those boom years of growth. He remembers when his mother had a small setup and the first store launch when he was barely nine. “It was at Crossroads (in Mumbai), India’s first mall. I attended that launch and saw the growth from there, expanding to multiple cities. I also saw the transition from their workplace in a slum area in Santacruz to smaller offices and finally to Bandra, our dream space. Witnessing that growth has been incredibly inspirational. It guided me to choose this career path,” he says.
Although not a professional designer, Yash has always had a creative mind and has been more inclined toward the business side. “I studied design in school and then marketing. Many facets of the business interested me, such as marketing, retail operations, expanding brick-and-mortar stores, and building an online presence,” he says. “I stayed in Mumbai for my undergraduate studies and then went abroad to obtain my postgraduate degree. During my undergraduate years, I spent a lot of time in the office, although it was in a more informal capacity due to my studies. Even those few hours were a significant learning experience. I mostly sat in on meetings, listened to conversations, and absorbed as much as possible,” Yash shares.
The Return
When Yash was in his early twenties, he decided to gain some outside work experience. “I did a couple of internships, including a stint at Reliance Brands. It exposed me to a different corporate culture and the structure of a much larger company,” he says.
When Yash returned from completing a master’s program in late 2015, he formally joined the family business. Around the same time, the label secured a private equity investment from General Atlantic. This provided invaluable insights into systems and processes and the importance of hiring senior people for key positions, allowing Anita and her family to free up their time and concentrate on larger strategic goals and business expansion. “With the private equity investment, we began to hire senior management for the first time. While we had always run as a professional company, this marked a shift towards a more structured approach,” says Yash.
The House of Anita Dongre was an early adopter of e-commerce, launching a website before many others. The accelerated changes, driven by Yash’s involvement and the input from the private equity partners, marked a significant evolution.
Big Plans, Bigger Vision
Yash has also been instrumental in the label’s international expansion. He moved to New York to set up the store there, immersing himself in the market and culture. After opening an Anita Dongre Grassroot store in New York’s Soho area in 2017, Anita Dongre expanded into a multi-floor flagship store on West Broadway in 2018, which includes bridal wear and menswear. “When it was time to establish our store in Dubai in 2023, Yash transitioned smoothly from New York to Dubai. He dove deep into understanding the UAE market and how it operates. After successfully managing these expansions, he has now returned to India. His extensive travel and experience in fashion expansion have added a valuable dimension to our business,” says Anita.
Yash has powered ahead on the bedrock of sage advice his family has given him. He’s been told that work isn’t just about accumulating wealth or personal enrichment; it’s about pursuing something you’re passionate about and making a meaningful impact. “Every morning, my mother comes into work with boundless enthusiasm, brimming with ideas for the next collection or marketing strategy. Despite all the years in the industry, her passion remains undiminished. Similarly, my uncle and aunt approach their work with the same enthusiasm. They’ve made a concerted effort to instil these values in me, and I strive to embody them in my work,” he says.
Yash and Anita share a common vision for the company’s growth. They both prioritise responsible and sustainable expansion. “I believe in a slow but steady approach that ensures our growth is mindful and considers the impact on all stakeholders. It’s encouraging to know that we’re aligned in our commitment to conscientiously growing the company,” says Anita.
Read the full story on ELLE India’s new issue, or download your digital copy via Magzter.
