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House of Anita Dongre

OrangeMantra celebrates the journey of India’s largest fashion house

OrangeMantra is proud to be associated with the brand that has redefined the Indian fashion industry. As the e-commerce partner of House of Anita Dongre (HOAD), we have supported all the five brands of the flagship to initiate their digital journey and connect with fashion lovers across the globe. As HOAD come forth as a future-ready brand, the moment is as glorious for us as it is for them.

Three decades, five brands, more than 280 exclusive stores across India, and now an international flagship store in New York- the journey for the House of Anita Dongre (HOAD) has been truly remarkable. What appears to be a glitzy fairytale from the outside is a story of a woman who has broken all stereotypes and gender prejudices to emerge as one of the leaders in the Indian fashion industry. While it blends chic and contemporary fashion with the traditional Indian handicrafts, HOAD also focuses on the “business” side of fashion.

With this visionary approach, it moves forward to capture the market by embracing technology and innovation. HOAD has emerged as a futuristic brand by adopting the raging trend of e-commerce to keep pace with its contemporaries in the industry. Today, each of the five brands of the fashion house, AND, Global Desi, Grassroot, Anita Dongre, and Pinkcity has an online presence with e-commerce stores that excel in look and feel. The brand eyes the growing e-commerce fashion market and is already witnessing an impressive growth in online sales.

And at OrangeMantra, we share the pride of HOAD, as we have been a part of this amazing journey. Being the e-commerce partner of the brand is an achievement for us and we are proud to a part of the venture that is transforming the fashion e-commerce scenario in India.

We wish them all the best in this endeavor!!

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