Designer Anita Dongre has developed a collection made of Tencel. This is a biodegradable fabric produced by Lenzing. She visited the group’s factory in Austria and saw the fibers used were from renewable resources. That made her go in for the collaboration.
The House of Anita Dongre partners with companies and manufacturers who produce fiber sustainably. Sustainable fabrics are expensive, but Tencel is not. So she did a ready-to-wear collection that is affordable and accessible. She hopes to make sustainable mainstream with this collection. The designer caters to different markets with her multiple brands. She is working toward women empowerment and sustainability.
Her brand Anita Dongre Grassroot has developed a special capsule collection in collaboration with artisans from Northeast India. For her this is a special region and is India's most sustainable region, with sustainable lifestyles. Since she likes that region to stay pure and unaffected by the rest of the world, she feels sustaining their craft is one way of ensuring that.