House of Anita Dongre has launched #CraftsOfIndia, an initiative dedicated to celebrating and preserving India’s rich embroidery and craft traditions. Announced on House of Anita Dongre Limited’s official LinkedIn page, the series aims to highlight age-old techniques and the artisans who uphold these heritage crafts, ensuring they remain relevant in contemporary fashion.

The first feature in this series spotlights Kantha embroidery, one of India’s oldest stitching techniques, originating from Bengal. With roots tracing back to the pre-Vedic age, Kantha derives its name from "kontha," the Sanskrit word for rags, signifying its traditional practice of repurposing old fabrics through delicate running stitches. This intricate embroidery, often depicting motifs of flowers and trees, has evolved from being used in swaddles and quilts to now embellishing bridal ensembles and modern silhouettes.

Committed to sustaining this traditional craft, House of Anita Dongre actively supports Kantha artisans and seamlessly integrates the embroidery into its designs. By incorporating this timeless art into contemporary wardrobes, the brand ensures that Kantha remains an enduring symbol of India's textile heritage.

This initiative is part of House of Anita Dongre’s ongoing efforts to honor and preserve Indian craftsmanship while providing a platform for artisans to continue their legacy.