Snitch Acquires Berrylush to Enter Women’s Fashion, Strengthening Its Position in India’s D2C Apparel Market

India’s direct-to-consumer (D2C) fashion industry continues to witness rapid consolidation as leading menswear brand Snitch has announced the acquisition of Berrylush, marking its strategic entry into the highly competitive women’s fashion segment. The acquisition was announced by Founder and CEO Siddharth Dungarwal through social media, signaling the company’s next phase of expansion after delivering exceptional growth over the past year.

As part of the acquisition, Snitch plans to relaunch the brand as Berrylush 2.0, working closely with Berrylush Co-founder Anusha Chandrashekar and her existing team. By retaining the founding team’s expertise while leveraging Snitch’s operational strengths, the company aims to accelerate innovation, improve customer experience, and strengthen its position in India’s fast-growing fashion market.

The acquisition provides Snitch with immediate access to Berrylush’s established customer base, extensive product catalogue, and deep understanding of women’s fashion trends. Rather than building a women’s fashion business from scratch, the company has chosen an acquisition-led strategy that significantly reduces the time required to enter the category while benefiting from an already recognized brand.

This strategic move comes on the back of Snitch’s impressive financial performance in FY26. The company reported ₹900 crore in operating revenue, representing an 80% year-on-year increase, demonstrating strong demand for its fashion offerings and efficient execution of its omnichannel growth strategy. Earlier in 2025, Snitch also raised ₹278 crore to accelerate expansion, strengthen its retail footprint, enhance technology capabilities, and diversify its product portfolio.

India’s women’s apparel market represents one of the largest opportunities within the country’s fashion industry, driven by rising disposable incomes, increasing online shopping adoption, and growing demand for trend-driven fashion. By entering this segment through Berrylush, Snitch is well-positioned to tap into a significantly larger addressable market while creating cross-selling opportunities across its customer ecosystem.

The acquisition also reflects a broader trend within India’s startup ecosystem, where successful D2C brands are increasingly pursuing strategic acquisitions to expand into adjacent categories, strengthen market share, and build comprehensive lifestyle portfolios. Instead of relying solely on organic growth, companies are using mergers and acquisitions to accelerate scale, access new customer segments, and improve operational efficiencies.

As India’s D2C fashion industry continues to mature, businesses with strong brand identity, technology-driven operations, and diversified product offerings are expected to emerge as long-term market leaders. Snitch‘s acquisition of Berrylush demonstrates how strategic expansion, combined with strong financial performance and disciplined execution, can create sustainable growth opportunities. The launch of Berrylush 2.0 is expected to strengthen Snitch’s ambition of becoming one of India’s leading fashion and lifestyle brands, serving both men’s and women’s apparel through a unified, innovation-driven ecosystem.