Anita Dongre’s Grassroot, a sustainable luxury store at The Chanakya, is the very first standalone store in the capital. “We are very excited to bring our flagship experience to this city through the beautiful space The Chanakya offers us,” said Anita.
The new Grassroot space, spanning 1500 square feet, truly emotes the brand’s philosophy – revive, sustain & empower. The décor is accented by elements in rose gold, cork and sustainable sourced wood. Every detail is special in this store, from custom-made racks that give a nod to the humble shuttle (used to handweave fabric) and dreamy wall panels of handwoven chanderi and handspun cotton that tell the journey of the brand. A unique feature in the new interiors is the ceiling that has reels running across with suspended installations of garments, allowing a three-dimensional view of the pieces.
The designer presented a capsule collection for Fall Winter, to mark the launch of the new store. The collection showcased exquisite hand embroidery inspired by the biodiversity of rural India. Atypical to winter trends, a splash of colour brought warm cheer into this collection. Anita has also experimented with the stretch handloom textile this season, which allows comfort and easy movement while giving the characteristic luxurious feel of Handloom.
