Sustainable Luxury Fashion in India: A Case of Grassroot by Anita Dongre

The present case is based on an Indian fashion brand, ‘Grassroot by Anita Dongre’, focusing on sustainable luxury. Fashion designer, Anita Dongre, who is behind the brand, is helping to revive the old Indian art and crafts through its environment-friendly luxury offerings. The present study examine the issues that have aroused in sustainable luxury worldwide. It explores the various sustainable practices and challenges being face by Anita Dongre at her ‘Grassroot by Anita Dongre’ brand for inculcating sustainability. It also traverses the rise of Anita Dongre as one of the most premier fashion designer of India. The current case is an example of how and why Luxury brands should focus on sustainability as a key differentiating factor in an emerging economy like India. In future, we might come across laws and policies for the promotion and development of sustainable practices in the fashion industry, as India being the world’s largest producer of organic cotton has immense potential for future growth.