An insider’s guide to Hyderabad from the city’s most diehard shoppers

A decade ago, Hyderabad’s fashion landscape was still finding its footing, shaped by only a handful of brands. Today, the city stands transformed with a constellation of designer arrivals. Anamika Khanna’s flagship, Mishru’s new studio, Rahul Mishra, Rimzim Dadu, Lovebirds, Ashdeen L, Yam, even streetwear brands like Gully Labs and VegNonVeg... The list goes on. It feels like the Gold Rush, but instead of miners exploring the great American unknown, it’s brands running to find a spot in the city’s tony Banjara Hills neighborhood. These aren’t mere openings; they mark a city in bloom, one that’s stepping confidently into its next retail chapter.

But who are the customers these brands are targeting? To learn more about what the city’s most stylish denizens want, The Nod spoke to five local residents, women with distinct sensibilities who not only embody the city’s evolving aesthetic but also share the hidden corners and spotlight the local textiles that give the City of Pearls its unmistakable charm.

Priyanka Chigurupati, executive director, Granules India

The new arrivals she’s most excited about: “There’s finally a touch of couture closer to home with Anamika Khanna, Rahul Mishra, and Gaurav Gupta’s stores. I’m equally thrilled about good beauty brands making their way to the city; it’s been a long time coming. I was excited when MAC launched, and now I’m waiting for Fenty Beauty to land; its inclusivity and the range of complexions [it caters to] are unmatched. Shoes, though, remain an online-only indulgence for now.”

Last ‘had to have it’ fashion moment: “A pair of Christian Louboutin Miss Z Boum Boum studded pumps that my sales associate at Bergdorf Goodman shipped across multiple locations before they finally found their way onto my feet. I also picked up AK-OK Anamika Khanna separates from a look I was obsessed with; the jacket was available but the skirt wasn’t. One quick request later, the full look was made and delivered within a week.”

On the loom trail: “My only go-to for saris is Sabyasachi. And when I’m seeking a South Indian style, I turn to my mother’s closet.”

The last thing she had custom-made: “I delivered a baby six weeks ago and recently did a maternity shoot, for which I had a custom Bloni skirt made. It came encrusted with thousands of stones and beads, and I paired it with a sharply structured crop top.”

Local designers to know: “Archana Rao is an incredible designer and stylist. She’s quiet about her work, but what she’s done for films like Mahanati and Kalki 2898 AD speaks for itself.”

What Hyderabad wants: “Women here are effortlessly global but rooted in tradition. I feel as much at home in an artistic Rahul Mishra spring couture piece as I do in a strapless Dolce & Gabbana dress or a gold Raw Mango sari. Brands should only come to Hyderabad if they bring something truly distinctive, because the city has no shortage of choice.”

Shreya Namburu, entrepreneur

The new arrival she’s most excited about: “Lovebirds has been a great and unexpected addition to the city. It shows the audience is ready for a new wave of homegrown talent. I also shop online, and some India-made brands I’ve enjoyed wearing are Ura, Nouria, Dhruv Kapoor, Aisha Rao, Aroka, and Arohi.”

Last ‘had to have it’ fashion moment: “I’ve been very into Pucci this past summer—I’ve got my eye on a pink silk maxi dress. I spotted the work of Yash Patil of That Antiquepiece at Lakmé Fashion Week and had two custom corsets made—a gota patti corset with an embroidered velvet skirt and another brocade-heavy piece. Personally, I’m drawn to textiles with a modern element, like the pieces from Studio Medium or Bodements.”

On the loom trail: “In Hyderabad, there’s a tradition of going directly to the weavers. My family works with Shravan Kummar, who creates beautiful Kanjivarams and Banarasi saris. I’ve also picked up pieces from Mishru and Varun Chakkilam on occasion.”

Something new, something custom-made: “More than fashion itself, it’s jewellery that resonates with me and feels most synonymous with Hyderabad. Our family typically goes to Kishandas & Co and L Bajrang Pershad Jewellers. At I had a striking black wooden open-front necklace set with diamonds along the collar made at Bajrang. Also, a satlada in white gold with rose-cut diamonds, which I wore with an Anamika Khanna lehenga for my wedding.”

Her insider itinerary: “I’m a coffee aficionado, and one of my favourite neighbourhood spots is Toops Coffee. It’s a tiny, one-room cafe that feels like a converted garage. It’s always buzzing, with teenagers, 60-year-olds, and dogs sharing space. For Hyderabadi food, I love Once Upon a Time at the Greenpark Hotel.”

Divya Boppana, digital content creator

Last ‘had to have it’ moment: “I’m into all things vintage and am currently obsessed with chain belts. I had a friend pick one up from a thrift store in the US. I’m also crushing on Sher Bache and ANI Clothing at the moment and for jewellery, I’m drawn to Anu Merton and Sheetal Zaveri’s styles for their wearability beyond Indian outfits.”

On the loom trail: “It’s been a family tradition to travel to Kanchipuram in Tamil Nadu to shop for saris if there’s a special occasion. In Hyderabad, I love Geethika Kanumilli’s lehengas and Anushree Reddy’s embroidered Kanjivaram and Banarasi saris. Vermilion by Vinti also has lovely weaves.”

Last thing she had custom-made: “I just ordered a multicoloured bracelet from my family jeweller which I’m hoping to receive by Diwali.”

Her insider itinerary: “To explore old-world Hyderabad, start at Charminar, get a Niloufer chai with bun maska or Osmania biscuits, wander through vintage stores, bangle shops, pearl stalls, and embroidery workshops (which are a delight to visit). Then head to Hotel Shadab or Nawab for a meal and just soak in the old city’s rhythm. Skip the car and walk. It’s the best way to take it all in.”

The local crafts she can’t get enough of: “Gadwal and Narayanpet handlooms from Telangana are so underrated. Their solid colours and contrasting borders make them not just stylish but also extremely versatile and transitional.”

Her advice for brands coming to Hyderabad: “Women here have a strong sense of personal style and are intelligent shoppers. Anything rich in craftsmanship and worth its value is appreciated. You don’t need much marketing—word of mouth does the job.”

Aisha Rao, designer

On the loom trail: “My mother used to shop at a place called Sri Krishna Silks, and I have such fond memories of spending hours there. They even helped me custom-design saris for my engagement and wedding in the exact shades I loved. It’s a store the women in my family have visited for years, and it still feels like the go-to destination for something truly personal.”

A custom-made piece she holds close: “Recently, for my label’s debut showcase at India Couture Week, I collaborated with Shree Jewellers to create a jewellery line that perfectly complemented the collection. It was a special experience to be part of the design process from start to finish.”

Her insider itinerary: “My weekends with family usually begin with exploring the newest cafes around Hyderabad’s financial district. We love True Black for their chicken sandwich and coffee and then we head to Off the Shelf, a bookstore where the kids and I spend time discovering new reads. Another favourite spot is Manam Chocolate, where we always get the chocolate granola bowl.”

What she knows about customers in Hyderabad: “People here never compromise on quality. Whether it’s the perfect 18-carat gold in their jewellery or the finest diamonds and gemstones, there’s real respect for craftsmanship and a willingness to go the extra mile for it. When something meets their standards, they’re happy to invest.”

Shloka Madhu, designer and model

The new arrivals she’s most excited about: “The Shop is a favourite new destination. When I travel, Good Earth and Nicobar are always must-visits, and every time they host a pop-up in Hyderabad feels like a small celebration.”

Last ‘had to have it’ fashion moment: “A handloom cotton sari I found at a weaver’s home who I discovered through Dastkar Andhra. It reminded me of my grandmother’s old drapes, the kind she’d wear while brewing filter coffee. It felt like buying a fragment of memory.”

On the loom trail: “Nalli and Shravan Kummar are great for saris, as are smaller handloom cooperatives tucked away in the city’s quieter corners. Vijayshree Saris is especially close to my heart.”

Her favourite custom-made piece: “A handcrafted gold makkara kundanalu, a variation of the traditional jhumka, recreated from one of my mother’s wedding earrings.”

Her insider itinerary: “A morning walk through the old city bazaars near Charminar. Lunch at Hotel Shree Venkateshwara for South Indian meals followed by filter coffee at Simply South or a pour-over at True Black.”

The local crafts she can’t get enough of: “The telia rumal of Telangana with its geometric motifs from the weavers of Telangana and the hand-block print Machilipatnam Kalamkari artisans of Andhra Pradesh are living testaments to patience and precision. These crafts deserve not just preservation but also celebration.”