AND by Anita Dongre — Chic, Classy and Charismatic

Another day, another notification popped up on my phone. It was my father’s regular WhatsApp forward. This time, it said, “Did you know? These 9 brands are of Indian origin. Tap to check out the list!” I tapped. Upon tapping, to my surprise, I found out that 'AND' is actually a portmanteau word made up of its founder’s name, Anita Dongre. That was the moment AND stood out for the first time in a mall among myriad brands like Zara, Mango, Forever New, and H&M.

Founded in 1995, AND was a part of AND Designs India Limited which later in 2015, was rebranded to House of Anita Dongre Limited under its subsidiary, Ochre & Black Private Limited. With 112 stores in India, today AND is known as a brand that makes global styles for contemporary women. They understand fashion, comfort, quality, and style, appealing to those who are progressive, ambitious and lead a fulfilling life.

AND is known for its diverse range of clothing including dresses, tops, bottoms, jackets, co-ord sets and jumpsuits. The brand often incorporates bold colours and patterns with a focus on modern silhouettes and fabrics. Accessories include jewellery, fragrances, bags, belts, footwear, scarves and stoles in a variety of colours and designs. 

The latest collection comprises:

Loose Silhouettes: Most dresses and tops feature loose silhouettes; no piece is body-hugging.
Prints: While there are small, light prints, the majority are either single-colour, solid-filled, or boldly printed, including abstract prints. Most common prints include floral and abstract.
Relaxed fits: The bottoms of co-ord sets and jumpsuits all have relaxed fits, possibly for enhanced comfort.

Women’s Wear: At AND, women’s clothing includes casual wear, evening wear, workwear, everyday essentials, and winter wear from the Fall/Winter Collection. These comprise dresses, tops, bottoms, co-ord sets, and jumpsuits.

Footwear: Though limited, AND offers footwear in tandem with its clothes, encompassing sandals (sliders and strappy sandals), Chelsea boots, mules, and heels.

Accessories: Accessories at AND include scarves, stoles, and belts. The jewellery line features earrings, minimalistic and layered neckpieces, and bracelets. Handbags complete the ensemble with wallets, sling bags, shoulder bags, purses, and tote bags. 

The brand is present across various Multi Brand Outlets and also has its own outlets across the city. The Exclusive Brand Outlet at City Centre 2, Rajarhat, can be characterised as a spacious 1500 sq. feet rectangular store. The store mainly comprises women’s clothing but also includes a section for kids’ wear (particularly girls) at the extreme end separated by a rack of jewellery. The other accessories are placed throughout the store with two separate racks as well—one at the extreme end and one in the middle. Aisle Spacing in the middle facilitates easy passage and prevents the store from looking cluttered. 

Visual merchandising has been an integral part of building a brand’s appeal and influencing the minds of customers as they visit the store. AND's visual merchandising can be summarised as follows:

Chromatic ordering: Clothing articles are arranged by colour to provide a harmonious and hierarchical display.
Placement of Accessories: Accessories and footwear that complement the clothes (either by similar colour, contrasting colour, or style) are positioned above them.
Lighting: LED lights placed above the display racks emphasise the clothes, making them vibrant and attractive. White lights are used to ensure the article's color remains unaltered.
Upcoming Seasonal Wear in the Middle: As winter approaches, winter wear is prominently placed in the middle of the store on tables and racks. Mannequins are also dressed in winter wear, drawing shoppers' attention to the clothes they may need in the coming days.

Trial Room at the Extreme End: Placing the trial room at the far end ensures that shoppers navigate through the entire store, glimpsing all the articles before reaching the trial room. 

In recent years, AND has prioritised sustainability through its initiative—rECOgnise—which aims to create an environment of responsible fashion. rECOgnise ensures that its collection is made using eco-friendly raw materials and manufacturing processes. AND aims to achieve this through several methods:

Sustainable raw materials: By utilising BCI-certified cotton, Eco-Vero Viscose, Tencel Modal, European Flax-certified Linen, and recycled polyester, AND aims to manufacture 65% of all its clothing using these fabrics by 2025.
Sustainable packaging: In 2022, AND achieved 100% sustainable packaging by ensuring that tags and carry bags were made from Forest Stewardship Council (FSC) certified paper, and all their polybags, gift wrapping paper, and corrugation boxes were made from recycled material. At the operations level, AND has been able to use 70% recycled plastic gunny bags and 70% recycled plastic adhesive tapes at their warehouses.
Eco-conscious infrastructure: Their design HQ in Navi Mumbai, India, has been constructed in an eco-friendly manner that ensures energy conservation and a reduced carbon footprint. Moreover, 79% of their EBOs (Exclusive Brand Outlets) are equipped with energy-saving LED lamps.
Cruelty-free fashion: AND manufactures all its accessories from cruelty-free, PETA-approved materials.
Other initiatives include collaborations with various organisations such as Goonj, BCI, PETA, and PAWS, among many. The Anita Dongre Foundation also ensures community upliftment by encouraging community tailoring units. In the process, House of Anita Dongre has played an active role in training and employing rural women. 

In an industry dominated by international giants, AND, as an Indian brand, has carved its own niche with a remarkable identity at par with global standards. Offering an eclectic mix of products, it stands tall as a beacon of chic casual wear while proudly showcasing vibrant prints and distinctive colours, also contributing significantly to the betterment of the society.

By Pritika Agarwal