SNITCH acquires women’s fashion brand Berrylush

BENGALURU: Every menswear brand with any ambition eventually gets asked the same question, and SNITCH has finally stopped dodging it. Siddharth Dungarwal, the brand’s founder, has confirmed the acquisition of Berrylush, ending years of speculation about when SNITCH would step into women’s fashion. The answer, it turns out, was not to build from zero but to buy a brand that already had the customers and credibility in place.

That choice is worth dwelling on, because it says something sharper than the announcement itself lets on. Dungarwal was explicit that the decision came down to two options: build a women’s fashion brand from scratch, or partner with one that already had a strong foundation, loyal customers and real potential. Six years spent building SNITCH into a recognisable menswear name evidently taught its founder that brand trust takes years to earn and cannot simply be transplanted from one category to another. Buying that trust outright, rather than trying to manufacture it in women’s wear from day one, is the more disciplined bet.

The plan for what comes next is where this gets genuinely interesting. Dungarwal will work closely with Anusha Chandrashekar and the existing Berrylush team to build what is being called Berrylush 2.0, explicitly leveraging everything learned while scaling SNITCH over the past six years, while deliberately preserving the identity and trust Berrylush has already built with its customers. That balance, importing operational and growth playbooks without steamrolling an acquired brand’s existing equity, is precisely where most acquisitions in fashion tend to go wrong. Getting it right here would make this a genuine template rather than just another roll-up.

The most refreshing part of the announcement is the promise of transparency around the process itself. Rather than only sharing the eventual outcome, SNITCH says it will document the product decisions, branding calls, strategy shifts, wins and setbacks in real time on Instagram. For a market that usually only hears about brand acquisitions after the fact, in polished retrospectives, a founder willing to show the messy middle is a genuinely differentiated approach. With an ambition as clear as building a women’s fashion brand made in India for the world, SNITCH has set itself a high bar. Documenting the journey publicly means the industry gets to watch, in real time, whether that ambition holds up.