Snitch Just Bought Its Way Into Women's Fashion With the Berrylush Deal

Building a menswear brand from scratch is one kind of challenge. Building a second one from scratch, in a category you have never operated in, is a different problem entirely, and Snitch just decided it would rather not solve that one the hard way.

The Bengaluru-based D2C fashion label, known for its Shark Tank India appearance and its rapid rise in men's clothing, has acquired women's apparel brand Berrylush, marking its first real step into women's fashion. The financial terms of the deal were not disclosed. Berrylush will keep operating under its own name, but now with Snitch's product development, technology, supply chain, marketing, and omnichannel retail muscle behind it.

Snitch founder and CEO Siddharth Dungarwal framed the move as something the company had been planning for a while, saying entering women's fashion was always part of the long-term vision, and that Berrylush's existing foundation offered a faster path than building from zero. He has separately described the next chapter for the label as Berrylush 2.0, an attempt to apply what Snitch learned scaling menswear while keeping Berrylush's own identity and customer trust intact. Berrylush co-founder Anusha Chandrashekar and her existing team will stay on as part of the integration, with the focus now on accelerating product innovation and expanding presence across both online and physical retail.

Berrylush itself specialises in dresses, tops, jumpsuits, co-ords, skirts, and trousers, sold through its own website and marketplaces including Myntra, giving Snitch an immediate foothold rather than a slow build-up in a category it has never directly competed in before.

The timing lines up with real momentum on Snitch's own numbers. The company closed its financial year ending March 2026 with operating revenue of Rs 900 crore, up roughly 81% from Rs 498 crore the year before, and the acquisition follows a Series B round from June 2025 that brought in up to $40 million, led by 360 ONE Asset with continued backing from IvyCap Ventures and SWC Global.