Snitch expands into online women’s western-wear market with new acquisition

Direct-to-consumer apparel brand Snitch has acquired online women's western-wear label Berrylush, executing its strategic entry into India’s high-growth women's fashion market. The deal enables Snitch to bypass cold-start customer acquisition hurdles by onboarding an established brand catalog, supplier network, and consumer base.

Capitalizing on multi-category scale

Under the leadership of Founder and Chief Executive Officer Siddharth Dungarwal, the move shifts Snitch from a menswear-focused retailer toward a multi-category lifestyle portfolio. Berrylush will maintain its brand identity while integrating Snitch’s backend operations—spanning rapid product design, data analytics, supply chain infrastructure, and digital marketing capabilities.

Omnichannel integration and execution strategy

Dungarwal and Anusha Chandrashekar, Co-founder, Berrylush plan to relaunch the brand as ‘Berrylush 2.0,’ deploying an aggressive retail rollout. Snitch’s physical footprint - exceeding 100 brick-and-mortar locations - provides Berrylush an immediate offline launchpad.

Entering women's fashion was always part of theb long-term roadmap, states Dungarwal. Acquiring an established brand allows us to scale immediately with category expertise rather than starting from ground zero.

Strategic synergy and retail outlook

Navigating two distinct supply chains and customer personas presents operational integration risks. However, combining Berrylush’s product expertise with Snitch’s technology platform offers substantial cost synergies and higher lifetime value across India's evolving fashion landscape.

Catering to young Indian shoppers

Founded as a direct-to-consumer women’s western-wear label, Berrylush specializes in affordable dresses, tops, co-ord sets, and jumpsuits. Catering primarily to young Indian shoppers via e-commerce marketplaces and direct channels, the brand leverages Snitch’s network of 100+ stores to scale offline operations, accelerating growth toward long-term profitability goals.