SNITCH Acquires Berrylush, Enters Women's Fashion with Strategic Expansion
SNITCH, one of India's fastest-growing fashion and lifestyle brands, has acquired Berrylush, marking its strategic entry into the women's fashion category. The move represents a significant milestone in SNITCH's growth journey as it expands beyond menswear to build a multi-brand fashion business.
Rather than launching a new women's label from the ground up, SNITCH has chosen to acquire and scale an established brand with a proven customer base, strong brand recall and significant growth potential. Through this acquisition, Berrylush will continue to operate under its existing brand identity while leveraging SNITCH's expertise across product innovation, technology, supply chain, marketing and omnichannel retail.
India's women's apparel market continues to be one of the country's fastest-growing fashion segments, driven by rising disposable incomes, increasing online penetration and changing consumer preferences. The acquisition positions SNITCH to participate in this high-growth opportunity while accelerating its long-term vision of becoming a leading homegrown fashion house.
Commenting on the acquisition, Siddharth Dungarwal, Founder & CEO, SNITCH, said:
“Entering women's fashion has always been part of our long-term vision, but we never wanted to do it just for the sake of expansion. We wanted to build on something meaningful. From the moment we got to know Berrylush, we saw a brand that had already earned the love and trust of its customers and built a strong identity of its own. Instead of starting from zero, we saw an opportunity to build on that foundation together.
This acquisition is not about changing what Berrylush stands for, it's about helping it reach its full potential. Over the coming years, we'll bring together our experience in building SNITCH with everything that makes Berrylush special. Our ambition is to create a women's fashion brand from India that resonates with customers across the world, while staying true to the community that has been with Berrylush from the beginning."
Over the coming months, SNITCH will work closely with Anusha Chandrashekar, Co-founder of Berrylush and the existing Berrylush team to build what it calls "BERRYLUSH 2.0", a new phase focused on faster product innovation, stronger customer experience, deeper omnichannel expansion and sustainable long-term growth.
Unlike conventional acquisitions that remain behind the scenes, SNITCH also plans to publicly document the brand-building journey. Through regular updates across its digital platforms, the company will offer audiences a behind-the-scenes look at how Berrylush evolves from product development and branding decisions to marketing strategies, growth milestones and learnings along the way.
The acquisition reinforces SNITCH's broader ambition of building a portfolio of fashion brands catering to evolving consumer lifestyles while strengthening its position as one of India's leading new-age fashion companies.
Shubham Kumar
