Global Desi
House of Anita Dongre · India
Global Desi is an Indian womenswear brand established in 2008 in Mumbai. It belongs to House of Anita Dongre, the company that also runs the AND and Anita Dongre labels. It is notable as a mid-market brand that mixes Indian colours, textures and prints with global trends.
| Founded | 2008 |
|---|---|
| Owner | House of Anita Dongre Limited |
| Headquarters | Mumbai, India |
| Segment | Mass market and fast fashion |
| Positioning | Boho-chic womenswear |
What is Global Desi?
Global Desi is a womenswear label from India, established in 2008 in Mumbai. According to FashionUnited, it is one of the brands under House of Anita Dongre Limited, the group that also runs AND and the Anita Dongre label. The group itself was founded in 1995 by Anita Dongre, Meena Sehra and Mukesh Sawlani.
Products and positioning
The brand targets young, fashion-aware women. FashionUnited describes it as boho-chic, drawing on Indian colours, textures and prints and blending them with global trends. Its positioning is aimed at everyday fashion rather than occasion or couture wear, which separates it from the group's designer label.
Business model and distribution
Global Desi is sold mainly through its own network of stores. In July 2016 it opened its 100th store, at Orient Gateway Mall in Bengaluru, and was reported to be present in 82 cities. At that point it planned to expand further into Tier 2 and Tier 3 Indian markets. The brand made its first international appearance in Mauritius within three years of its launch.
Why it matters
Global Desi is an example of an Indian ethnic-contemporary fashion brand scaled through a large own-store footprint in mid-sized cities. The public sources reviewed here date from 2016, so current store numbers and any changes in group structure should be confirmed with the company.
Frequently asked questions
Who owns Global Desi?
Global Desi is a brand of House of Anita Dongre Limited, which also runs the AND and Anita Dongre labels, according to FashionUnited. This reflects a 2016 report and should be checked for later changes.
Where is Global Desi from?
Global Desi is an Indian brand, established in 2008 in Mumbai. It later expanded across Indian cities and made an early international debut in Mauritius.