House of Anita Dongre, one of India's most celebrated fashion houses, has partnered with MoEngage, the agentic customer data and engagement platform (CDEP), to unify its customer data and build personalised engagement journeys across physical stores, e-commerce platforms, and loyalty touchpoints.

The House of Anita Dongre's portfolio spans AND, Global Desi, and the luxury label Anita Dongre. It serves a wide and discerning clientele, from working women seeking contemporary ready-to-wear to high-net-worth individuals investing in bridal and couture collections. As the brand grows across India, the US, and the UAE, the need for engagement that feels personal and timely has never been more pressing, whether a customer walks into a flagship store in Mumbai or shops online from New York.

For brands where most of the business happens in-store, rich customer data often stays locked in silos. That was the challenge House of Anita Dongre set out to solve. By deploying MoEngage's Agentic CDEP, the brand will bring together point-of-sale data, e-commerce behaviour, loyalty program attributes, and browsing history into a single customer view. 

This unified data layer will drive three priorities going forward. The first is audience stratification: moving away from uniform messaging toward distinct communication tracks for the aspirational ready-to-wear buyer, the uber-luxury bridal client, and the fast-growing men's wear segment. The second is AI-powered product recommendations delivered across email, WhatsApp, and SMS, built on purchase history and category affinity. The third is closing the offline-to-online loop, where store purchase data informs digital outreach and online signals help sales associates make more relevant recommendations to walk-in customers.

"MoEngage has enabled us to build a seamless platform that simplifies the creation and orchestration of cross-platform campaigns, while providing clear, visual performance insights that enable faster, more informed, data-driven decision-making", said Yash Dongre (President & COO, House of Anita Dongre Limited). 

"House of Anita Dongre has spent decades building some of the deepest customer relationships in Indian fashion—in stores, through craft, and through a genuine understanding of how their customers dress and celebrate. With MoEngage, we're helping them bring that same depth of understanding to every digital touchpoint, so each customer feels recognised whether they're browsing online or walking into a store," said Narasimha Rao, General Manager at MoEngage.

Looking ahead, House of Anita Dongre plans to deepen its use of MoEngage's Merlin AI capabilities to get sharper about timing and context. The focus will be on understanding the customer journey before any critical event, such as the festive period, holidays, etc. The brand also intends to build executive-level dashboards that consolidate store performance, category trends, and CRM revenue contribution in one place, giving leadership a clear read on what is working across every market.  Over time, the ambition is to move the entire engagement model from scheduled campaigns to journeys that respond to each customer's current stage in their relationship with the brand.