AND Designs India Ltd appoints Minakshi Achan as chief creative officer, brand

She joins AND Designs India Ltd from Salt Brand Solutions, the brand communications agency, which she co-founded in 2011.

AND Designs India Ltd, founded by designer Anita Dongre, has roped in Minakshi Achan, a veteran in the field of advertising with specialization in handling brand creatives, as the chief creative officer, brand, for AND Designs India Ltd. Achan has over 23 years of experience having worked at organisations such as Rediffusion Y&R, before establishing her own brand communications agency, Salt Brand Solutions, in 2011.

Commenting on the appointment, Anita Dongre, says, "As an organisation, we have been growing at an incredible momentum and are delighted to have her on board. Minakshi is just the right person to steer the company and our set of brands in the right creative direction. Her passion, invaluable experience, understanding and appreciation of our brands was what drew us to her. We look forward to taking our brands to greater heights under her stewardship."

On her appointment, Achan says, "I am elated with the opportunity to be part of the fashion retail revolution in this country. The strong brands in our portfolio have just the canvas I am seeking to create transformational work. I look forward to focussing on my favourite category, fashion, and help steer and scale the brands to their infinite potential."

Prior to Salt, Minakshi was chief creative officer of Rediffusion Y&R and was with the organisation for 11 years where she led the creative for brands like Airtel, Tata Group, LG, Eveready, Titan, McDowell's, Kingfisher and ITC.

Established in 1995, AND Designs India Ltd, founded by Dongre, Meena Sehra and Mukesh Sawlani, is today one of the leading fashion houses in India. It owns and operates three distinctly positioned brands - AND (contemporary western wear for women), Global Desi (fusion wear for women) and Anita Dongre (bridal, couture, pret , menswear and Pinkcity jewellery).