New Delhi: House of Anita Dongre, a popular Indian fashion house, has now made purchasing via Instagram accessible to its customers. It has made shopping accessible through the Instagram account of all its brands. The House of Anita Dongre comprises brands like AND, Global Desi, Anita Dongre and Anita Dongre Grassroot. This move comes as the answer to the various “Where can I buy this” queries that the brands get on their posts on a daily basis, and is an important advancement for the fashion house. “We are proud to be the first Indian fashion house in the country to introduce this breakthrough technology. As a fashion house, we are constantly working towards enhancing the shopping experience for our customers across every touch point, and this innovation in technology is our latest endeavour to make shopping from our brands even more convenient and accessible. “We are confident that this new feature will increase the functionality of Instagram for our brands, thereby allowing our customers to browse and shop simultaneously,” said Mukesh Sawlani, Managing Director, House Of Anita Dongre Limited.