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Become

The journalist who uses art to highlight society

Mamta Chitnis Sen uses her skills as a journalist with a painter’s keen observation to highlight contemporary issues affecting society.
by The Editors | editor@themetrognome.in

Mamta Chitnis Sen is one of a growing tribe of Mumbai’s talented multitaskers – she is a journalist by day and a painter by night, and she travels the country extensively working on both her journalistic assignments and such art-related tasks as restoration of colonial buildings and documenting their history. She recently had a showing of her works describing Sawantwadi’s women-in-waiting, which opened to a very good response and brought many accolades for her.

In a chat with The Metrognome, Mamta talks about how she started dabbling with art, her inspirations, how she makes time for her pursuits, and what’s next. Excerpts from the interview:

You have had a long career in news reporting and feature journalism. When did you decide to dabble in art as well?

MamtaI have always been inclined towards art since childhood. In fact, in the course of working with several publications, I even penned several articles related to art and artists but it was only in the year 2008 during my stint with a political party as its office bearer that I had an opportunity to organise an art exhibition. The motive was to connect the common grassroots worker to the elite art circuit and bridge the gap between the two.

Have you ever watched a political rally? It is so colourful and vibrant, just like a canvas littered with colours and shades of all hues. Similarly, the banners and posters which are on display during election campaigns also speak a language of their own.

My hunt for artists to duplicate any form of social issue on canvas ended up blank since I discovered that a majority of artists were more interested in painting safe subjects such as that related to spirituality, meditation etc., than paint on any socio-political issues. Finally in 2010, after running around in circles, I decided to learn art formally and paint what I thought. So I joined the Sir JJ School of Fine Art to study paintings and drawing and since then it has been a great journey.

How do you balance your journalism career with your artistic pursuits?

Journalism surely does take a lot of my time (she is currently Executive Editor of Dignity Dialogue and has worked with Mid Day, The Sunday Guardian, Society, and Sunday Observer) but it is what I enjoy, I love being a journalist. Similarly, I also love painting and manage to devote my 100 per cent to both. I never compromise on any of the two. I believe that if you love doing something, you can always find time for it, whatever the circumstances. While I work on my journalism assignments during the day, I paint at night – mostly post midnight, till the wee hours of dawn. This is the time when the phone doesn’t ring, and since everyone is in deep slumber, there is silence around and in silence one can think and paint at ease.

Tell us about the art collective you founded. How did this come about? 

It’s called ‘Canvas Clan- A congregation of artists from all walks of life’ and was first founded along with students of the Art Class (Hobby) of Sir JJ School of Art, Mumbai in 2010. The idea was Art Nelson Mandelaconceptualised during a class field painting trip to Khandala. It initially kick-started with an exhibition of art works with 22 students from various age groups and different professional backgrounds, namely furniture designers, software engineers, writers, entrepreneurs, etc. It was aimed at being a guiding force of light to encourage art lovers and art practitioners to seek academic excellence in understanding and promotion of art through art workshops, art studies and public exhibitions.

I must say that also it was because of the efforts of the Dean of Sir JJ School of Art, Prof Vishwanath Sable who encouraged us that the collective came into existence. ‘Canvas Clan’ also played a key role in exhibiting unique works in celebration of the Centenary Year celebrations of Bihar State in the year 2011, and was invited to showcase works that highlighted the confluence of past and present progress of Bihar through a series of paintings.

What are the other initiatives in art that you are currently involved in?

I am currently involved in documenting and researching history of JJ School of Art and its allied branches pre- and post-1857, when the Institute was first founded. The first part of my study was the existence of a state-of-the art Pottery Department at the Institute’s campus grounds constructed by the British. The building used to house ceramic samples from European countries, traces of which are still found at the Dean’s bungalow within the campus. Between 1873 and 1875, the Pottery Department grew to such fame and glory, that it even threatened the sales of the famed Wedgewood Company in London. The building was later torn down in 1926 following the terrible plague which led to the decline of pottery students frequenting the campus premises, affecting the production and sale of ceramic products.

I also collect artefacts which most people throw away. Another art project which I am working on is beautification of the Rajbaris (palaces) located in interiors of West Bengal. Most of these Rajbaris and the mansions surrounding them are hundreds of years old and either in derelict condition, abandoned or neglected. I helped in the beautification of the house of the late Ishaan Chandra Sen, the zamindar of Guptipara in November last year. The beautification was done with involvement of children belonging to the families.  This initiative was aimed more to give them a sense of belonging of their roots and identify them with their past and culture.

Apart from this, I am also involved as a Social Network Officer for World Citizen Artists (a forum of international artists, musicians and writers founded in Paris in 2013). WCA works to address social issues across the globe through art and creativity.

Can you describe the process of putting up your first exhibition? What are the costs involved in putting up an exhibition?

My first exhibition was at Main Hall, at Sir JJ School of Art. Though we were saved from the cost of footing the price of the venue, we had to pool in money for framing, banners, food for guests etc. But ideally the cost to set up an exhibition is almost Rs 1,00,000 and upwards in Mumbai, which includes rent, framing, catalogue printing, publicity material etc.

How many exhibitions have you had so far? Where?

I have participated in seven exhibitions so far, five in Mumbai, and one in Hyderabad, and Kolkata.

What has been the most interesting/thought provoking moment in your journey as an artist?

There have been several and it is difficult to pin point any one. But the most interesting moment was when someone actually bought three of my works together in one go!

What are your future plans?

I want to set up my own artists and writers’ residency some day. The residency would not only provide space to those from the unorganised sector (especially women) to unleash their creative side, but also help them in seeking an alternative career in art.

A word of advice you would give to artistes just starting out to explore their creativity?

Do not hesitate in believing in yourself. Seek who you are. You may be surprised at what you are capable of!

(Pictures courtesy Mamta Chitnis Sen)

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Become

This 21-year-old has designs on you

Masoom Minawala runs a successful jewellery portal and has a plan for women to sell her fashion products and make money.
by The Editors | editor@themetrognome.in

Her youth and pretty face are a foil for an expert business brain. At a very young 21 years of age, Masoom Minawala runs a successful online jewellery business that has a loyal and steadily growing clientele in Mumbai and other places in the country. And now, she’s got a great little idea for students, housewives, beauty bloggers and writers, among others, to make a little extra cash for recommending her products.

But more on that later.

Speaking to The Metrognome, Masoom says, “I was a fashion blogger for a long time, and I had a dedicated readership for my blog, stylefiestadiaries.com. Meanwhile, I studied business in HR College, before going to London to study fashion for a four-month course.” She realised that she wanted to make a career in fashion and use the digital medium – “I loved the online space” – and by the end of December 2012, she launched stylefiesta.com, that delivered trendy, affordable fashion to women, without expensive price tags.

“I wanted women to be able to buy accessories and jewellery that was in style and affordable, stuff that was more than worth the price,” Masoom explains, adding that she initially converted her blog’s readers into her new venture’s first customers. “We even had a clothing line when we started, but I discontinued it after eight months. Now we focus only on jewellery and fashion accessories,” she says.

Putting it together

She started with rigorous market research, backed by her training in business and an unerring instinct for what worked and what probably wouldn’t. “We got together a network of vendors, manufacturers and others to source the material from. Then we worked out our distribution and shipping channels. When it came to the website, the process involved working closely with developers to ensure that the site was not just attractive, but catered to all the parameters that an e-commerce site demands,” Masoom explains.

The initial funding for her venture came from her family, she says, declining to name the exact amount they helped her with. “Your costs depend entirely on the nature of your start-up and what you’re planning to do with it,” she explains. “It varies from business to business. However, proper research and getting inputs before you begin will save a lot of costs later on,” she advises.

Her Fashion Reseller Programme

She realises that there are several women out there who would want to have their own businesses, but who lack the confidence or capital (or both) to push ahead. “That’s why I recently started the Fashion Reseller Programme, where we encourage the entrepreneurial spirit by offering high commissions to those who affiliate with us and sell our products in their social circles. We’re offering a high 30 per cent commission per sale – all the person has to do is sign up with us and get enrolled on our list.” Masoom hopes that more and more women will take advantage of the programme and learn the basics of selling while earning money. “We activated the programme just a few days ago, and already there are so many queries and registrations,” she says.

If you want to follow in her footsteps…

– Love what you do. “There is no way you can succeed if you don’t love and believe in your idea.”

– Be committed. “Apart from working very long hours, you have to be in it for the long haul. So many start-ups today function without risk management, and finally shut down. Shutting down is not a solution at all,” she says.

– Do your homework well. “Make a detailed business plan, show it to experts, circulate it, get reviews. Plus, you must network and make contacts, and communicate across the industry,” Masoom advises.

– Presentation is key. “For a portal of this sort, nothing can be more important than great photographs to showcase your designs well,” Masoom says. “You have to invest in a good photographer and get your products shot in the best way. There is nothing more off-putting than tacky, badly-shot pictures.”

– Be creative. “These days, social media is helping several new businesses get customers without much spending,” she says. “You can have a business on Instagram, for instance.” She also feels that customers must constantly be engaged with the business, so that word of mouth spreads.

– Deliver, and on time. “Customers are quick to complain if their order doesn’t reach them, and they get fidgety if they’ve already paid for the product. Your delivery logistics must be ironed out to the last detail, and if there is a hitch in the process, straighten it out at once,” she cautions.

‘Become’ profiles entrepreneurs and self-styled success stories off the beaten path. If you know of somebody we could feature in this space, tell us about him or her at editor@themetrognome.in or tweet @MetrognomeIndia. 

(Pictures courtesy Masoom Minawala)

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Become

With pluck and a wide smile

Shreya Naik was just 20 when she signed her first artist. Today, she works with prestigious venues all over India.
by The Editors | editor@themetrognome.in

She was all of 20 when she started her own business – she had no money, no experience, and no team. “But I had a lot of confidence,” Shreya Naik (25) grins. “When I told my parents I wanted to start my own business as an artist manager, they were stunned. They provided me all the emotional support I needed before I took the first step – and that was the most crucial thing at the time. I started my business on Facebook.”

That kind of seemingly insane confidence, stemming from her stint in advertising and her “keeda for scouting and helping untapped talent” bode well for Shreya, who started Dream Makers Entertainment in 2011 and who did most of her initial work with The Blue Frog, Mumbai, for whom she handles live music programming today. “I can’t really say why I got into artist management exactly. Probably my background in promotion and marketing helped,” she says.

The start

It could all have gone downhill for Shreya – she had no background in artist management, she had no inkling of latest music trends, she didn’t have a portfolio to boast of. “I had no idea of international music. As a child, I watched cartoons in Hindi,” she grins. “So I would be totally lost when musicians would discuss music. I couldn’t even tell the names of all the Pink Floyd band members.”

But, she reasoned, she could learn on the job. “The first artist I signed up was Nigel Rajaratnam. He was also very new. And the first place I sold my pitch to was The Blue Frog. They were really nice to me and quite receptive. My first gig happened with them and funnily enough, most of my work has revolved around them and continues to do so. Now, we work with all small and big music venues across the country,” she explains. She has managed artists like Vasudha Sharma (of Asma fame), apart from about 25 others.

Today, Dreammakers has a team of four handling different aspects of artist management, and puts up gigs all over the country. The company holds the reputation of being one of the best artist management firms in the country today.

On the job

Shreya brought her own creativity and empathy to the job – not having done any of it before probably helped. “I figured that you With Vasudha Sharmadidn’t really need to be married to feel like a wife, you don’t need to have children to feel like a mother. I get really involved with my artists and I love to see them succeed. That’s how I work, at whatever I do – I just go out there and give it my all. And it works well for me,” she says.

Her inexperience could have tripped her up at some point, but she says she has lucky to “never have been caught.” She explains, “Of course, my unprofessionalism also showed up sometimes. I learnt to follow up a phone confirmation with an email. Then there were times when some of my artists suddenly left me for other managers. I’ve shed a lot of tears but I’ve also learnt so much.”

Why do it at all

Apart from the creative perks of the job, the monetary compensation is good as well. “Typically, an artist manager makes anywhere between 10 to 20 per cent of whatever the artist makes. But if the artist’s fee is huge, the manager must be open to taking a lower earning since the overall amount is larger,” Shreya says. “Also, you have to decide after a while how you want to do things – do you have a real find on your hands who can be the sole client you represent? Or do you need to have a variety of artists on your list? This is a decision you will need to make at some point,” she adds.

A person preparing for this profession must also do his or her research well. “An artist manager has to develop sound knowledge about the artist’s work, its strengths, the venues he or she will perform at, the best venues for that artist, the audience, the kind of music the venue is best suited to. The manager has to be on the ball constantly to produce the best results,” she explains.

She adds that a parallel profession for artist managers is music curation or programming. “Most artist managers are curators and programmers as well, it comes with the job. It is another avenue to make good money,” Shreya says.

What’s next

Shreya is currently focussing on her new passion – decoupage, (an Italian art form that involves collaging on any surface), and she has started a new firm, Artsy Fartsy, for the same. “I’m surrounded by music all the time, so this is a good break for me,” she says, adding that she is currently scouting for graphic artists and doodlers. “It helps me unwind and explore my creativity. I’ve been backstage all this time, now it’s my time to be the artist,” she quips.

Shreya can be reached at shreyarnaik@gmail.com.

(Pictures courtesy Shreya Naik)

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Become

Luxe styling at your doorstep…every month

Authentic, global brands arrive in a bag at your doorstep every month. For the fashion-conscious Indian, Fab Bag spells delight.
by Ritika Bhandari Parekh

There is a new bag in town and unlike the faux Chanel tote you may be flaunting, every item in this bag is authentic and luxurious. This bag – FabBag, for the uninitiated – comes from a startup that relies on creativity and hard work to deliver in a fast-growing Indian beauty industry.

FabBag was conceived as a beauty and grooming discovery service based on the subscription model. One can sign up online to receive a monthly bag of the best products from top global brands right at their doorstep.

Vineeta and KaushikWho started it?

When IIM-A alumni Vineeta Singh (31) and Kaushik Mukherjee (31) were enjoying their evening coffee at a Powai-based café, little did they realise that the idea of FabBag will be a major talking point among fashion lovers. The idea grew on them, and they decided to launch operations in 2012 with a 13-member team handling sourcing, customer delight, operations, technology, marketing and accounts.

Lancome, Sally Hansen, Burt’s Bees, Clinique, and Dior are just a few brands that have joined hands with the FabBag team. Members are entitled to receive both full-size and travel-sized products worth more than thrice the value for as low as Rs 333.

FabBag’s appeal lies in its simple promise of making expensive or hard-to-find niche brands more accessible to prospective buyers. “With newer global brands entering a fast-growing Indian beauty market, we just felt that we were in a ‘right-place-at-the-right-time’ situation that had to be taken to the next step,” says Kaushik.

“Both of us had a very different view of the business – while Vineeta was excited about the beauty and grooming angle, I was supercharged about building an Internet product that could revolutionise the way brands reached out to customers in India,” adds Kaushik. The company was started with an initial investment of Rs 10 lakh and managed to raise funding in its first year of operations.

Their prior experience of working on startups helped fine tune FabBag and garner the support of over 1.2 lakh fans on Facebook. Its member base is increasing on social media platforms such as Twitter (2100+ followers), Pinterest and Instagram.

Putting the bag together

Whoever thinks that procuring the cosmetics for each month’s FabBag is a simple task, should meet Vineeta to get the clear picture. She says, “Planning a FabBag involves more January fabbagscience than one can imagine. If there’s anything we’ve done in the last two years, it is learning from every box and every bag that we have shipped and collecting data points from our members for every new product that we have shipped.”

While signing up, each member fills up a fun quiz that tells the company a bit about their beauty preferences and helps them deliver products they are most likely to love. The team’s planning process starts two to three months in advance, where they take a look at the last three months’ collection of products, the audience segmentation and the brands.

Vineeta says, “We don’t repeat products, and hand-pick specific problem-addressing products from members who flag a beauty need. Lastly, we’re very selective about which brands we allow into a bag. Each brand is rated on multiple parameters of price-point, SKU mix, quantity, exclusivity, before we decide on that.”

The fashion-conscious Indian

The bag which includes a skincare product, a beauty product and a fragrance or bath product. While a large share of their subscriptions come from beyond the metros, they realised that despite being value-conscious, the Indian female is fiercely loyal and a vocal evangelist of anything she finds happiness in.

Kaushik explains, “A flip-side is that, since purchase decisions are largely emotional, a breach of service is treated akin to a breach of trust – in a way, this is good for young companies like ours. It teaches us the discipline of being sensitive to every member’s needs.”

They believe that the Tier II and Tier III cities’ demographic is a tough nut to crack but has already shown enough proof of the fact that a huge market exists for products that fall in to the ‘prestige’ and ‘premium’ brackets.

On challenges and future plans

The FabBag was earlier known as Velvette; the re-christening happened when prospective members found it difficult to locate them in the first attempt. “Our product has been fairly viral and when our members told their circles of influence about us, it was tedious to spell out the brand name every time,” Kaushik says, “By October 2013, we knew that we had to rebrand it to an easy to remember name and with ‘FabBag’ – we knew it was exactly what we had been looking for.”

The team now offers a Men’s FabBag, too. With the emergence of men’s grooming products in almost every brand and research that indicates 40 per cent of beauty salon revenues are attributed to men – they decided to run a pilot for a smaller batch of men’s bags. “Sure enough, we sold out in four days flat,” says Kaushik.

So why should everyone have a FabBag? They explain through one of their member’s words – because “it’s like receiving a carefully-selected surprise birthday gift every month of the year!” And a gift is always welcome!

(Pictures courtesy Fabbag)

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Become

Building a business on Mumbai’s traffic

Co-founder of Traffline, a traffic info service started in Mumbai, explains how he and his team made the startup successful.
by The Editors | editor@themetrognome.in

It was a revolutionary idea for the country – log on to a website or app and find your nearest road route, with directions on how to get there and how much time you would need. When Brijraj Vaghani and Ravi Khemani (left and right in pic above) returned from the US at the end of 2008, however, they realised that the germ of a great idea they had could develop into something big and beneficial for India.

trafflineThe duo started Traffline in 2012, and till date, the traffic info service has been one of the fastest growing ones in the country. It is of especial use in busy cities like Mumbai and Delhi, where there is a heavy reliance on road transport. “However, India does not have a culture where one looks up information on the web or on one’s mobile phone when it comes to travel,” says Brijraj, speaking to The Metrognome from his Vile Parle office.

“Indians don’t check out traffic conditions till they are actually stuck in traffic. And even then, they avoid travelling instead of looking for alternate routes. Inculcating the culture of looking up traffic info before leaving the house, then making it a habit, was the biggest challenge for us,” he explains.

Small beginnings

Brijraj and Ravi set up Birds Eye Technology in 2011, and Traffline started operations in 2012. India is a very rich market for traffic apps, Brijraj says, because of the “multiple modes of transport, the multiple routes you have, especially in Delhi.” He adds, “We got together with two more guys – Sushant Bansode and Rizwan Ansari, and got working on Traffline.”

“You must build a good team, and you must be willing to go out there and sell your idea. Going out on the field is crucial. You cannot build your business sitting in office,” Brijraj says.

The start was frustrating – where were they to source data from? “The infrastructure to map and source data did not exist, not just in Mumbai, but even in Delhi and Bengaluru,” Brijraj says. “We had to actually go out on the field and collect data. Our initial data came from GPS installed in cabs and private vehicles. We also approached the Mumbai traffic police, but they were not helpful at first. It was tough.”

The team started work with field operations, renting out servers from Amazon, and procuring office space. “We procured angel funding in the first year. This took care of our inter-country travel, staff salaries, business development. Building the software itself took up to Rs 15 lakh,” Brijraj says.

Traffline has just received its third series of funding. “With every phase of funding, we expand our staff and business a bit more,” Brijraj explains, adding that Traffline aims at a presence in 10 Indian cities by the end of year 2014.

How does one start a business like this?

There is no substitute for ground work and market research. “What is the need for such a service? Who will benefit? What are the ways to make the business more user-friendly? Entrepreneurs must ask themselves these questions,” Brijraj advises. “There must be a plan at the very start – how much money will be needed, what are the business development plans, what kind of promotion are you looking at?” he adds.

Money is a crucial element in a business like this, more so, because the returns come in much later. “You have to build your database first, generate awareness, get users hooked. Once the business becomes stable, you can scout for funding,” he says.

The big ‘F’

Procuring funding is a step that most start-ups falter on. But it’s simple, actually. “A good idea is to take money from friends and family at the start – they are least likely to bother you about returning the money and will be patient with you more,” he advises.

Clarity of vision is important, Brijraj says. “You have to be clear in your head about what your business is, where you want it to go. Merely attending an investors meeting with a PPT will not help. Be honest, do your groundwork, and be clear about your expectations. You will find that people will invest in your business.”

Other key elements

Apart from funding, he says, other challenges are running the business from day to day. “At the start, it can be daunting and very frustrating,” he says. “Perseverance is key. And trafline-team-300x160always start a business with a good co-founder that you can trust.”

In the case of Traffline, Brijraj handles the business development side while Ravi looks after daily administration, finance and project management. “You must build a good team, and you must be willing to go out there and sell your idea. Going out on the field is crucial. You cannot build your business sitting in office,” Brijraj says.

In Mumbai, Traffline has now developed an excellent working relationship with the traffic police. “We worked together a lot during the recent Syedna funeral, and the Ganpati festival last year. We sit in their control rooms and issue alerts. This has happened after continuous follow up, and the traffic police see value in our services. Now they call and inform us about closed roads or traffic restrictions,” Brijraj reveals.

Key tips

Brijraj confesses that he took his time coming around to the idea of working on Traffline full time. “If you are sceptical or have the least doubt, work on the project part time. But keep researching the model constantly. Take the plunge to join it full time only when you have the confidence to do so.”

Be patient till the money comes in, he says. “Now that we are known and that we have funding to back us, naturally the expectations from us have increased. This means that we have to scale up our operations faster, grow our consumer base exponentially, come up with better products. Venture capital is like rocket fuel – it can take you from one spot to another very quickly, and people will also be willing to work with you more if you have funding,” he says.

(Pictures courtesy Brijraj Vaghani)

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Become

Two sewing machines and a loan

That was how fashion designer Anita Dongre started her business, a multi-crore enterprise today. Anita talks about her incredible journey.
by The Editors | editor@themetrognome.in

Anita DongreAnita Dongre (50) always knew that her true calling was in fashion. She also knew that her vision – for women across the country to have access to affordable, trendy wear – would hold her in good stead. From initial hiccups to a business that is now synonymous with chic, reliable and gorgeous design, Anita has come a long, long way.

Her journey, where she began her business from her bedroom to today, where she is slowly going global, is the kind of story that should inspire others with a similar dream. Anita spoke to The Metrognome about her work, walking the ramp for the first time, her favourite designer and what it really means to dream big.

Excerpts from the interview:

When was the first time you realised that you wanted to be a fashion designer?

Ever since I was a child I knew I would become a fashion designer. Also during my growing up years, I spent a lot of time in Rajasthan and developed an almost divine connect with the place which was also a source of inspiration for me, and continues to be so.

What was your family’s reaction to your fashion aspirations?

Making a career in the fashion industry was definitely not a common choice back then, and of course, I had to face a fair share of opposition from Interpret- Hot Pink Palazzo pants and Raw Silk Bandimy family who were resistant to the idea of me becoming a fashion designer – they did not take me seriously. No woman in my family had worked before and it was an unheard-of concept when I broached it more than two decades ago. My conviction and relentless pursuit of my dream changed their mindset.

What were your fashion studies like? How did the training help?

I studied fashion design at SNDT fashion institute in Mumbai. A formal training definitely gives you a better understanding of the industry and helps you hone your creative skills.

How did you start working? Didn’t you start with two sewing machines in your bedroom?

I did start small with two sewing machines in my bedroom and seeing my drive and passion for fashion, my father finally offered me a small loan to kickstart the business. I started AND in 1998 at a time when women used to get their outfits tailored. I wanted to give them a ready-to-wear affordable brand, offering western contemporary wear – [something] that they could visit and pick up outfits straight from the shelves. Moreover, the affordable pricing ensured that the wearer never runs out of options.

Block Print tunic with palazzosFrom a small start, you went on to retailing at malls under the AND label. What was that journey like?

It continues to be a very exciting journey. My vision, when I launched AND, was to reach out to every woman in this country with styles and designs that were not only pocket-friendly but bang on trend, [and which were] versatile and comfortable. The idea was to make AND a part of every Indian wardrobe and that could be achieved with accessibility of the brand. Today, we have 41 standalone AND stores and continue to retail from 250 points of sale across multi-brand outlets like Shopper’s Stop, etc.

So many labels to your name and a multi-crore business…how did you make this possible?

My conviction and relentless pursuit of my dream has made all this possible. And to date, it is my unrelenting passion and drive to be a creative fashion force that makes me what I am today! Along with a supportive husband, I have supportive in-laws and my parents who chipped in and helped me out whenever I needed them. The business is managed jointly by me, my sisters and my brother- they have been a huge support system in my life

What are the values you stand for at the workplace?

Hard work and passion is my mantra. If you’re passionate about what you do, working towards your goals is an effortless exercise and roadblocks seems like minor obstructions leading to a glorious, satisfying destination. The biggest example of this would be the three different and diverse labels that we launched since 1999 (AND, Global Desi and Anita Dongre, with sub-brands Timeless, Interpret and AD Menswear) and the growing reach and visibility of each brand, so much so that we went global this year with the launch of the first Global Desi store in Mauritius.

Please tell us about an interesting incident from your formative years as a designer.

I remember when I was just starting out as a designer, a close friend of mine pointed out how most Indian women either got westernwear tailored or bought clothes during foreign visits. That’s where the seed of launching AND was planted in my mind and I thought of creating a label that offered stylish westernwear, was affordable and would cater to the fashion Timeless- Ink Blue Raw Silk Lehenganeeds of women across age groups and sizes. And so AND was born.

Which was your first fashion show (that used your clothes?)

My first fashion show was when I was studying fashion design at SNDT. I also walked the ramp for that show! It was an exhilarating experience and a truly memorable one

Who are your favourite designers?

I have always admired Giorgio Armani – for his creativity, his philosophy of style and the subsequent empire that he has created. I love his simple, clean and classic silhouettes, where he acknowledges the elegance of the uncomplicated.

What has been the biggest compliment you’ve received thus far?

That my clothes make women feel confident and great about themselves.

What’s next for Anita Dongre?

On my wish-list was a bespoke jewellery line, and after a year of creative labour, my wish was granted. I launched a line of jadau gold jewellery called ‘Pinkcity’ in association with Pradeep Jethani of Jet Gems. I started out designing jaali work-inspired gold buttons and cufflinks for men, and eventually did an entire collection for both men and women! Pinkcity is a natural extension of our fashion line as jewellery forms an integral part of the wedding trousseau.

Anita DongreOn a larger scale, my vision is to go global with all my brands – AND, Global Desi and Anita Dongre. This endeavor too, is taking shape since we have very recently opened the first Global Desi store in Mauritius

What are your words of advice for other aspiring designers?

There is a lot of scope and opportunities for young designers to showcase their talent today. You have to be passionate, driven and always remember that there is no shortcut to success. Learn and imbibe as much as you can from your seniors in the industry.

(Pictures courtesy Anita Dongre)

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