Anita Dongre Is Taking Indian Luxury Global With Her New LA Store

Recently, on a crisp Los Angeles evening, a slice of Rajasthan found a home on Wilshire Boulevard. Inside the new Anita Dongre flagship, hand-painted Pichhwai walls meet Beverly Hills gloss and an elephant matriarch installations stands quietly in the centre.

On opening night, the guest list reads like a roll call of South Asian excellence in Hollywood: Mindy Kaling, Poorna Jagannathan, Jay Shetty, Richa Moorjani, and others who’ve long carried the conversation on representation.

Less a store opening and more a statement, this is an Indian luxury house setting down roots in the heart of global fashion.

The 3,000-square-foot Beverly Hills flagship marks Anita Dongre’s fourth international store, after New York and Dubai. Designed as a “modern-day Rajasthan,” the space is drenched in detail, all handcrafted by artisans from across India.

The star of the show is, of course, the elephant matriarch and calf from The Great Elephant Migration, crafted from invasive lantana weeds by Indian artisans. “It’s a powerful symbol of conservation, compassion, and conscious luxury,” Anita tells Esquire India. “Every creation we make is touched by the hands of skilled women artisans whose stories and traditions inspire our work. Bringing their artistry to Beverly Hills is not only about fashion—it’s about giving India’s craftspeople the global platform they so deeply deserve.”

For Anita, this moment isn’t about geography. It was about responsibility.

“When you take Indian craftsmanship to the world, you are not only representing a brand, you are carrying generations of skills and stories with you,” she says. “I have always believed Indian luxury belongs on the global stage. Our artisans deserve to be seen and celebrated, and I am grateful that we are able to share their work with a wider audience.”

For a designer who built her label from the ateliers of Jaipur, expanding into California is less a leap than a natural extension of the philosophy that’s defined her: mindful luxury.

“Los Angeles feels like a natural next step,” she says. “There is a deep appreciation here for culture, conscious living, and storytelling through design. Global consumers today are looking for meaning along with beauty. They want slow luxury, they want things made by hand, and they want to know where pieces come from. That is the world we are building.”

But beneath the glitz, this is a story of continuity. Of an Indian designer who has spent her life championing craft, and a new generation—her son, Yash Dongre—determined to make that vision future-ready.

From Jaipur to Beverly Hills

It’s been almost three decades since Anita Dongre founded her eponymous label, starting with a small team and an even smaller dream—to make Indian craftsmanship relevant to the modern woman. Over the years, her brand has grown into one of India’s most recognisable fashion houses, home to couture, ready-to-wear, bridal, and sustainable initiatives under Grassroot, her conscious sub-line. Yet what’s striking is how little her ethos has changed in a world obsessed with reinvention.

“We have grown while staying rooted,” she says. “Jaipur gave us our soul. As we moved into the world, we learned to speak to different cultures without losing that spirit.”

The designer’s tone carries a certain steadiness—one that explains how her business scaled without losing its essence. “The heart of the brand has stayed the same,” she continues. “We still work with the same communities of artisans, we still focus on craft, and we still build with compassion at the core. What has evolved is how we communicate and how we present that heritage to a new generation.”

That next generation includes her son, Yash Dongre, who now serves as President of House of Anita Dongre. At 33, he represents the bridge between legacy and the future.

“Growing up around the business gave me a deep understanding of what it takes to build something lasting,” Yash tells us. “It was inspiring to see creativity and commerce come together every day, and it also set a very high benchmark. My approach has always been to learn continuously, respect the legacy, and make decisions that strengthen the brand for the long term.”

The Global Shift

As the global fashion market tilts toward craft and consciousness, the House of Anita Dongre finds itself in a timely position. Yash’s focus has been to strengthen that foundation through systems and strategy rather than scale alone. A graduate of Hult Business School, he led the brand’s e-commerce transformation and international expansion over the past decade—pushing for what he calls “an omni-channel mindset rooted in authenticity.”

“For us, commercial success and our design ethos are aligned,” he explains. “Our ethos is rooted in craft, authenticity, and long-term value, and that is what consumers today are looking for. The role I play is to ensure the business infrastructure supports that. If a decision threatens our values or the quality of the product, we don’t take it.”

That approach—slow, deliberate, value-led—is what differentiates Anita Dongre’s global journey from the high-volume, high-velocity path of most fashion conglomerates. For the Dongres, expansion is never an end in itself. “Growth for me has never been about how many stores we open,” Anita says. “It is about how many lives we impact and how well we protect our craft traditions.”

The Los Angeles flagship captures that vision in design form. Every detail—from the embroidered cushions to bespoke wallpaper—was made by artisans across India. It is, in Anita’s words, “a sanctuary of serenity that bridges India’s craft heritage with modern design sensibilities.”

“Every creation we make is touched by the hands of skilled women artisans whose stories and traditions inspire our work,” she says. “Bringing their artistry to Beverly Hills is not only about fashion; it’s about giving India’s craftspeople the global platform they so deeply deserve.”

Rethinking Indian Luxury

For years, Indian fashion abroad was defined by spectacle—bridal couture, wedding wear, and opulent embroidery. Anita Dongre’s approach reframes that narrative for the contemporary global market. “The biggest misconception about Indian luxury fashion in the West,” she says, “is that Indian fashion is only about occasion wear. Yes, we create couture and bridal, but there is so much more. Indian textiles, handloom, and embroidery translate beautifully into modern ready-to-wear. Luxury from India is not seasonal or trend-driven. It is timeless, handcrafted, and rooted in culture.”

That shift is important to change how Indian design is perceived internationally. “The real challenge is education,” Anita says. “Many people do not yet realise how intricate, time-intensive and skill-driven Indian craft is. But the minute someone touches a handwoven textile or sees the embroidery up close, the conversation changes. It becomes about respect.”

The New Generation

Yash’s perspective adds a contemporary edge to that philosophy. Where Anita’s instinct leans toward heritage and continuity, Yash’s vision centres on systems and scalability—anchored by purpose. “My generation expects transparency and accountability from businesses,” he says. “Sustainability cannot be a marketing line. It has to be part of the operational fabric.”

He points to the Los Angeles store as a symbol of that mindset. “You can be proudly rooted in where you come from while speaking to a global audience,” he says. “We are taking Indian craft to new markets while staying true to who we are. Consumers appreciate authenticity, wherever they are.”

As for growth, Yash defines it as a balance—scale, relevance, and influence in equal measure. “Scale strengthens the brand and the artisan ecosystem behind it,” he says. “Relevance is essential because fashion evolves with culture. And influence matters because Indian luxury can change global perceptions and create opportunity for craftspeople at home. But if I had to prioritise, I would say relevance comes first. If you stay relevant, scale and influence follow naturally.”

The Long View

As the conversation circles back to “home,” Anita Dongre doesn’t hesitate. “Home is always India,” she says. “It is the sound of looms in our ateliers, the smell of natural dyes, the warmth of artisans who greet you like family. But I also believe home can expand. As long as our roots are there and our work continues to create livelihoods in India, I feel grounded wherever I am in the world.”

It’s a sentiment that reflects the quiet confidence of a designer who’s spent her career bridging two worlds—craft and commerce, heritage and modernity, India and the world. The Los Angeles store isn’t the culmination of that journey, just another step in a longer arc.

For Yash, that future looks expansive. “Indian luxury is entering a very exciting phase,” he says. “The world is paying attention to craftsmanship, culture and responsible luxury, and India has a strong voice in that space. The next decade is where Indian brands will take their place on the global stage in a significant way.”

And for Anita, it remains about one thing: doing what she loves, one handcrafted piece at a time.