House of Anita Dongre has partnered with MoEngage, the agentic customer data and engagement platform, to bring customer data from its stores, e-commerce platforms and loyalty programmes into a unified view.
The partnership comes as the fashion house continues to expand across India, the US and the UAE, with its portfolio spanning AND, Global Desi and Anita Dongre. With customers engaging with the brands across physical and digital touchpoints, the focus is on creating a more connected and personalised experience across the journey.
A key part of the collaboration will be bringing together point-of-sale information, e-commerce activity, loyalty attributes and browsing behaviour through MoEngage’s Agentic CDEP. This will allow the House of Anita Dongre to build a more complete understanding of individual customers rather than relying on fragmented data across channels.
The unified customer view will support more differentiated audience segments, including ready-to-wear shoppers, luxury and bridal customers and the growing men’s wear segment. It will also enable AI-led product recommendations across email, WhatsApp and SMS, using factors such as purchase history and category preferences.
The partnership is also aimed at connecting the brand’s offline and online ecosystems. Store purchases can inform subsequent digital communication, while online behaviour can help sales teams make more relevant recommendations when customers visit stores.
“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.
Going forward, the fashion house plans to further explore MoEngage’s Merlin AI capabilities to understand customer behaviour, timing and context around key moments such as festive periods and holidays. It also plans to develop executive dashboards bringing together store performance, category trends and CRM revenue contribution.
The larger ambition is to move beyond scheduled campaigns towards customer journeys that respond to where an individual is in their relationship with the brand, making personalisation a more integrated part of the House of Anita Dongre experience.
