The Tata Group’s retail arm Trent Ltd. has unveiled its premium offering, Samoh, in a flagship avatar in Hyderabad. Nestled in the heart of the city, the brand’s first standalone store is a reflection of its core ethos—contemporary design and a deep commitment to exclusivity.
As Sharanya Pillai, Deputy Manager, Marketing at Trent Ltd., takes us on a walkthrough of the new space, she begins with a clear introduction: “So again, this is Samoh, a Tata brand. And as you can see, this is our contemporary collection, designed from scratch by our designers. All of them are actually original prints created from scratch and then digitally printed.”
Pointing out the details, she continues, “We also have a slightly more festive line, which is embellished. All these jacquards—woven in-house for the brand.
There’s a strong emphasis on the integrity of materials used. “We don’t use polyester at all in any of our stuff. “You don’t have to use polyester. If you are saying you’re premium, you should be totally using premium,” she states firmly.
As we ascend the space, Sharanya draws attention to another key section—the luxe leisure, which looks simple yet classy. Talking about the curated accessories section, she says, “It looks heavy but lightweight since it’s suede and handmade.”
What makes Samoh’s offering truly unique is the conscious curation. The accessories range at Samoh is kept deliberately tight. “You lose exclusivity when there are a lot of things happening,” she reasons.
Why Hyderabad?
When asked about choosing Hyderabad’s upscale locality for the store, Sharanya elaborates, “We see Hyderabad as a market with huge potential and hence the flagship store here.”
With existing stores across Bengaluru, Lucknow and Mumbai, Samoh is gradually expanding its footprint. Instead of going the influencer-heavy route, the brand is leaning into organic traction. “Word of mouth has worked excellently for us in Bangalore. In a year, there are people who come almost 15 times to our store,” she says proudly.
The Jumpsuit That Won Hearts
When asked about the bestseller, Sharanya points without hesitation: “Jumpsuit. This has been a silhouette that has worked excellently for us. It looks like a dress but it’s not.”
Samoh’s jumpsuits are also known for their comfort and inclusivity. It’s so easy and flowy, you can be as comfortable as you want. The silhouette has stayed consistent over 15 months with creative updates. At an affordable price point, it competes with other high-street offerings—minus the synthetic fabrics.
Samoh’s biggest differentiator is that they create prints from scratch for the brand which the fast fashion brands shy away from doing. What more? Samoh offers stunning collections on par with premium designer brands at one-tenth of the price.
Even though it’s difficult to get such signature things made in such limited quantities at the price point offered, the brand’s idea is for the customers to like the product.
“It’s a Tata brand—it’s always customer first,” reiterates Sharanya, adding the brand takes customer feedback seriously and works on filling the gap.
From body-inclusive silhouettes to exclusive handmade jacquards and digital prints, Samoh is carving its niche quietly, consciously. After the tour of the place, I realise that Samoh is not a marketplace as it invites you to experience.