Bengaluru-based direct-to-consumer (D2C) menswear brand SNITCH has acquired women’s fashion label Berrylush, marking its official entry into India’s fast-growing women’s apparel market. The acquisition is SNITCH’s first major inorganic expansion and is aimed at accelerating its presence in womenswear by leveraging Berrylush’s established brand recognition, product expertise, and customer base. The financial terms and structure of the deal have not been disclosed.
The move comes as SNITCH looks to diversify beyond menswear following its rapid growth over the past few years. Founder Siddharth Dungarwal said the company chose to acquire an existing women’s fashion brand instead of building one from scratch, enabling it to enter the category more quickly while preserving Berrylush’s identity and benefiting from its experienced team.
SNITCH Enters Women’s Fashion Through Berrylush Acquisition
Founded in 2020, SNITCH has emerged as one of India’s fastest-growing men’s fast-fashion brands through its online platform and expanding offline retail network.
With the acquisition, the company plans to:
- Enter the women’s western wear segment.
- Retain the Berrylush brand identity.
- Work closely with Berrylush’s existing leadership team.
- Apply SNITCH’s expertise in merchandising, supply chain management, and digital commerce to scale the business.
Acquisition Snapshot
| Item | Details |
|---|---|
| Acquirer | SNITCH |
| Target | Berrylush |
| Segment | Women’s western wear |
| Deal Value | Not disclosed |
| Strategic Objective | Expand into women’s fashion |
Why SNITCH Chose Acquisition Over Building a New Brand
According to founder Siddharth Dungarwal, launching a women’s fashion label from the ground up would have required significant time and investment.
By acquiring Berrylush, SNITCH gains:
- An established women’s fashion brand.
- An existing customer community.
- A proven product portfolio.
- Category-specific design expertise.
- Faster market entry.
The company intends to relaunch the business as “Berrylush 2.0,” combining Berrylush’s brand equity with SNITCH’s operational capabilities and growth engine.
Berrylush Brings an Established Presence
Berrylush has operated in India’s women’s fashion market for nearly a decade and has built a strong presence in online western wear.
According to publicly available financial filings cited in industry reports:
- FY25 operating revenue stood at ₹44.23 crore.
- Revenue declined from ₹49.54 crore in FY24.
- The company reported losses in the last two financial years after previously operating profitably.
Financial Comparison
| Metric | SNITCH | Berrylush |
|---|---|---|
| Primary Segment | Men’s fast fashion | Women’s fast fashion |
| FY25 Revenue | ₹505.8 crore | ₹44.23 crore |
| FY25 Profit/Loss | ₹1.7 crore loss | ₹1.57 crore loss |
| Strategic Focus | Rapid expansion | Category expertise |
Strategic Fit for SNITCH
The acquisition supports SNITCH’s broader expansion strategy following its recent funding round and aggressive retail rollout.
The combined business is expected to benefit from:
- Shared sourcing and manufacturing.
- Faster product launches.
- Expanded customer reach.
- Cross-selling opportunities.
- Improved operational efficiencies.
The move also positions SNITCH to compete more effectively in India’s fast-fashion market, where brands are increasingly expanding across multiple apparel categories.
India’s Women’s Fashion Market Offers Significant Growth Potential
Women’s apparel remains one of the largest and fastest-growing categories in India’s fashion industry, driven by:
- Rising online shopping adoption.
- Growing demand for affordable fast fashion.
- Expansion of premium D2C brands.
- Increasing spending by young consumers.
For SNITCH, entering this segment through an acquisition allows the company to shorten the time required to establish credibility in a highly competitive market.
Looking Ahead
SNITCH’s acquisition of Berrylush marks a significant milestone in the company’s evolution from a men’s fashion startup into a broader lifestyle brand. Rather than building a women’s apparel business from scratch, the acquisition gives SNITCH immediate access to an established brand, experienced team, and existing customer base, while allowing Berrylush to benefit from SNITCH’s scale, operational capabilities, and growth strategy.
Looking ahead, the success of the acquisition will depend on SNITCH’s ability to revive Berrylush’s growth while preserving the brand’s identity. If the integration is executed effectively, the deal could accelerate SNITCH’s expansion into India’s women’s fashion market, diversify its revenue streams, and strengthen its position as a leading D2C fast-fashion company ahead of its long-term growth and public market ambitions.
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