Fifty and Countinghttps://indianexpress.com/article/cities/chandigarh/fifty-and-counting-2/

Fifty and Counting

When Anita Dongre started Global Desi (GD) in 2007,her goal was to establish a label dedicated to India’s love for bright prints and hues.

When Anita Dongre started Global Desi (GD) in 2007,her goal was to establish a label dedicated to India’s love for bright prints and hues. And in the past six years,the label has succeeded in entrenching itself in the fashion psyche of Indian youth. But if Dongre’s recent expansion is anything to go by,India is not the only country on her mind. The designer,who is also known to be one of the country’s most astute entrepreneurs,recently launched a GD store in Mauritius. Dongre notes that this store — 49th in the chain — hints at a larger plan. “We have been getting enquiries from several countries to set up our GD stores,but our franchise deal worked out first in Mauritius. I am yet to go to the store there but I know that GD’s ensembles — with their contemporary take on Indian motifs — are easy for anyone to identify with,and will thus be able to cash in on their strong global appeal,” she says. Interestingly,the label has also rolled out its 50th store — this one in Guwahati — and Dongre emphasises that this move bears testimony to her faith in the Northeast as a market. “I have always believed that people in the Northeast are the most fashionable in the country. So it made perfect sense to have a presence there and we are making a start with Guwahati,” says Dongre.

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