Yash Dongre, President of House of Anita Dongre Pvt Ltd, carries forward the legacy of his mother, Anita Dongre, whose journey from a small balcony in Mumbai to a 90,000 square foot complex in Navi Mumbai is nothing short of inspirational. Yash's early memories are steeped in the humble beginnings of the brand, where the office was situated in a slum area, sharing space with a buffalo shed. This backdrop of modesty and determination shaped his perspective and instilled in him a deep respect for his mother's creativity and business acumen.

The Transformation of Indian Retail

Joining the company during a period of significant transformation in the Indian market, Yash has witnessed firsthand the evolution of retail. Under his guidance, the brand has navigated the shift from accessible fashion lines like AND and Global Desi to establishing a foothold in the luxury segment with the Anita Dongre label. This unconventional approach, starting from accessible fashion and moving to high-end designer wear, has been challenging yet rewarding. He emphasizes the importance of building brand equity and changing consumer perceptions, a journey that required immense effort and strategic thinking. “I think we are a very unique company. I say that because most fashion houses globally start off doing designer wear. They start at that top segment and then they will trickle down and start doing bread and accessible lines. Whereas in our journey, it was completely the reverse. We started with accessible lines and then climbed the ladder to designer wear, which was far more challenging. You've got to work harder to create brand equity and change perception. Whether it was AND, Global Desi or Anita Dongra, each brand is distinct,” he explains.

The International Foray

Yash's role has been pivotal in the brand's international expansion. Moving to New York in 2017, he set up the first flagship store outside India, followed by another in Dubai Mall, targeting diverse consumer bases. In the US, the brand caters to the Indian diaspora, filling a significant gap in the market for high-quality designer wear. In Dubai, the focus is on filling the gap in the market, which demonstrates the brand's ability to adapt and localize its offerings while maintaining its core essence. This strategic localization has been crucial in establishing a strong international presence and addressing unique market needs. “In Dubai Mall store, 70 percent of our client base is Arabs. Therefore, while the brand essence, philosophy and design stays the same, we localize our merchandising depending on what problem we are solving in that market and the gap we are trying to fill.”

Digital Transformation

The pandemic accelerated the brand's e-commerce strategy, highlighting the importance of technology in retail. Yash describes the significant investment in migrating to the Salesforce ecosystem, which enabled the brand to offer a seamless omnichannel experience. Despite challenges in the Indian e-commerce sector, particularly the discount-driven mindset, the brand has seen a positive shift towards full-price sales. Yash believes that replicating the in-store experience online and maintaining consistent product offerings are key to changing consumer behavior and driving sustainable growth in e-commerce.

Creativity Meets Business Acumen

In the Dongre family, creativity and business acumen go hand in hand. While Anita Dongre focuses on design and creativity, Yash handles retail operations and business expansion. Their collaborative approach to strategy ensures that both creative vision and operational efficiency are aligned. Yash's advice to his mother about delegation underscores the balance they strive to achieve between hands-on involvement and trusting their team.

Vision for the Future

Reflecting on the brand's journey and future direction, Yash envisions a path of organic and sustainable growth. Learning from past experiences, he emphasizes the importance of maintaining brand values, product quality, and positioning. The focus will be on international expansion, with plans to introduce other brands like Global Desi to the global market. Yash aspires to build a profitable and tightly run organization, prioritizing long-term success over rapid, unsustainable growth.