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Direct-to-consumer fashion brand Snitch has acquired women’s western wear label Berrylush, marking its first move beyond menswear and into India’s women’s apparel market. Founder and CEO Siddharth Dungarwal announced the deal on 28 July 2026. The financial terms were not disclosed, and Berrylush will continue to operate as an independent brand.
The acquisition gives Snitch an established women’s brand, team and customer base rather than a business built from the ground up, and forms part of the company’s stated ambition to become a multi-brand fashion house.
Background to the Snitch and Berrylush Acquisition
Bengaluru-based Snitch has built a vertically integrated fast-fashion operation focused on men’s clothing. It sells shirts, jeans, trousers, co-ords and accessories through its website, its app and a store network that crossed 100 outlets by December 2025, running a rapid design-and-drop cycle across the business. The company employs around 1,138 people and has earmarked its most recent funding for offline expansion and broader growth.
Berrylush was founded in 2015 by Anusha Chandrashekar and Alok Paul in Noida. The label specialises in affordable women’s western wear, including dresses, tops, jumpsuits, skirts and co-ords, in sizes ranging from XS to 7XL, and operates a Berrylush Curve line for larger sizes. Its products are sold through its own platform and marketplaces such as Myntra.
Dungarwal announced the acquisition on social media, framing it as the first step in rebuilding the label as “Berrylush 2.0” alongside its existing team.
Key Developments in the Snitch Women’s Fashion Entry
Following the acquisition, Berrylush will retain its brand identity while gaining access to Snitch’s capabilities across product development, technology, supply chain, marketing and omnichannel retail.
Snitch said it will work with co-founder Anusha Chandrashekar and the current team to accelerate product innovation, expand the label’s omnichannel presence and strengthen customer experience over a stated 100-day rebuild window.
“Entering women’s fashion has always been part of our long-term vision. Instead of starting from zero, we saw an opportunity to build on Berrylush’s strong foundation,” Dungarwal said.
The company also plans to document the integration publicly, sharing product decisions, branding and strategy on its digital platforms rather than only the final outcome. As of publication, the announcement carried no details on deal value, ownership split or closing date, and rested on a single founder statement without a joint release or regulatory filing on the record.
Industry Impact and Analyst View on the Berrylush Acquisition
Women’s fashion is widely regarded as harder to operate than menswear, with higher return rates, deeper SKU counts, more complex fit and sizing, and faster-moving trends. Acquiring a category-focused label gives Snitch a catalogue, a working size system and an existing customer file more quickly than building the capability in-house.
Berrylush counts TMRW, the direct-to-consumer arm of Aditya Birla Fashion and Retail, and revenue-based financing platform Klub among its backers, having raised about $970,000 to date. Industry observers note that a well-capitalised operator absorbing a smaller brand is more likely buying category access and brand equity than a high-growth business at a premium, which may help explain the undisclosed terms.
The main test, analysts suggest, is whether Snitch’s menswear-tuned playbook can be applied to womenswear without eroding the identity and customer trust that Berrylush has built over a decade.
What the Deal Means for Snitch Funding and India’s D2C Fashion Market
The acquisition comes a little over a year after Snitch raised $40 million in a Series B round led by 360 ONE Asset, with participation from existing investors IvyCap Ventures and SWC Global. The company has raised more than $53 million to date, at a reported post-money valuation of around Rs 2,520 crore.
Snitch’s revenue from operations grew about 81% to Rs 900 crore in FY26 from Rs 498 crore in FY25, with an EBITDA margin of roughly 2% to 3%. Online channels contributed close to 60% of revenue and physical stores the remainder. One source (StartupTalky) cites FY25 revenue of Rs 505.8 crore; the Rs 498 crore figure is used here as it appears across the majority of reports.
Berrylush reported revenue of about Rs 44.2 crore in FY25, down from a peak of roughly Rs 49.5 crore in FY24, according to filings cited by Tracxn, having recorded losses in its two most recent financial years.
For India’s D2C fashion market, the deal signals a wider shift toward multi-brand portfolios and omnichannel expansion as digital-first players look to broaden their consumer base. With Berrylush in its portfolio, Snitch will now operate across both men’s and women’s fashion while continuing to scale its retail and digital presence. Whether its supply chain transfers cleanly to womenswear will be the key indicator to watch over the coming quarters.
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