Homegrown ethnicwear brand Soch has announced the appointment of Amit Vyas as Head – Planning & Merchandising, marking a strategic move to strengthen its data-driven retail operations and accelerate business growth.
In his new role, Vyas will lead the Planning & Merchandising function with a focus on building sharper assortments, enhancing productivity, and optimizing inventory efficiency across Soch’s retail network.
With over two decades of experience in the fashion and lifestyle industry, Amit brings extensive expertise in merchandising and planning strategies that have powered growth for leading Indian retail brands. Before joining Soch, he headed Business Intelligence and Retail Planning at Bazaar Style Retail Pvt. Ltd., where he played a key role in shaping the company’s planning and retail intelligence systems. His earlier stints include leadership roles at Lifestyle International Pvt. Ltd., Future Lifestyle Fashions Ltd., Aditya Birla Retail Ltd., and Adani Retail Ltd.
Speaking about his new role, Amit Vyas said, “I was particularly impressed by how analytics and insight-driven decision-making are deeply embedded in Soch’s culture. I’m thrilled to join Soch at such a dynamic stage of its journey. The brand has built a strong reputation as one of India’s most loved ethnic wear labels, and I look forward to contributing to a strategic, data-led system that enables scalable growth.”
Amit’s appointment reinforces Soch’s commitment to innovation, operational excellence, and customer-centric strategies. His deep understanding of retail dynamics and data-led planning is expected to further strengthen Soch’s merchandising agility as the brand continues to expand its footprint across India.
With over 175 stores across 65+ cities, Soch is one of India’s leading ethnicwear brands for women, celebrated for its blend of traditional craftsmanship and modern design.
