Samantha Ruth Prabhu to HELLO! India: “True style is when you feel like yourself”

Samantha Ruth Prabhu has been making strides; not just as an actress but also as an entrepreneur; a secondary career which has seen her dabble in wellness, fragrance and beyond. Now with TrulySMA, the everyday fashion label she has co-founded, the star is aiming to create a version of Indian wear that mirrors her life away from the spotlight. In an exclusive conversation with HELLO! India, Samantha Ruth Prabhu speaks about what it really takes to build something personal while juggling a demanding career.

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“I realised I wanted to create something personal”

For Samantha, the idea has been budding long before it became a business. "Honestly, the idea of Truly SMA had always been there,” she says. "I've always felt connected to everyday Indian wear, but over the last couple of years, as I focused more on intentional living, I realised I wanted to create something personal; something that celebrates comfort and authenticity. What really pushed me into action was knowing that other women were looking for the same thing: pieces that are comfortable, wearable, affordable, and still feel like them." For her, the philosophy is simple: "Most importantly, I wanted to create everyday Indian wear that looks classy yet remains functional. I call it functional elegance."

“It began as a personal expression—pieces I would wear myself”

In the entertainment industry crowded with celebrity-backed ventures, Samantha is clear about her intent. "TrulySMA was never conceptualised as a 'celebrity label'. It began as a personal expression, pieces I would wear myself and designs that mirror my life which is not the glamorous red-carpet version," she says. Accessibility remains central to that vision. "Our price points are intentionally affordable, because I want women to actually use and enjoy these clothes, not admire them from a distance." At its core, "the brand reflects who I am at my most grounded and honest," she adds.

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“Consistency beats intensity”

Balancing shoots, brand campaigns and business demands requires discipline. "Chaotic! But fulfilling," she comments on what a typical day looks like. "My mornings usually start with training or meditation; that anchors me." On shoot days, she fits in brand decisions between takes. "With TrulySma, my team and I are constantly on WhatsApp, approving swatches, discussing fits, reviewing samples, and planning drops." The biggest lesson has been learning to step back. "The biggest shift was realising that I can’t and shouldn’t do everything myself. Delegation has become my best friend." She adds, "Secondly, consistency beats intensity. I don’t need five hours at a stretch to work on the brand. Even 30 minutes a day, done regularly, keeps everything moving."  Above all, she has learned to prioritise her energy. "When I say no to things that don’t align with my priorities, I’m saying yes to what matters more, my health, my craft, and now, TrulySMA."

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