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Snitch has acquired a 100% stake in D2C women’s fashion brand Berrylush to expand beyond menswear as it seeks to build a broader portfolio of fashion brands. The financial terms of the deal were not undisclosed.

Following the acquisition, Berrylush will retain its brand identity and continue operating with its existing team, including cofounder Anusha Chandrashekar. Snitch will support the brand across product development, technology, supply chain, marketing, and omnichannel retail. 

Founded in 2018 by Chandrashekar and Alok Paul, Berrylush sells affordable apparel targeted at Gen Z and millennial women. Berrylush cofounder Paul later joined rival Littlebox as its COO in May 2025.

Berrylush’s portfolio spans dresses, co-ord sets, jumpsuits, workwear and accessories such as handbags, belts and perfumes. It also operates Berrylush Curve for plus-size fashion and BIZwear for professional wear. 

Notably, the startup was also featured inInc42’s FAST42 D2C 2025 edition.

“Our ambition is to build Berrylush into a ₹1,000 Cr women’s fashion brand over the coming years, while staying focused on product, customer experience and execution,” Snitch founder and CEO Siddharth Dungarwal said. 

The acquisition gives Snitch an immediate foothold in India’s women’s apparel market, which is projected to reach over $121 Bn by 2034, growing at a CAGR of 2.71% between 2026 and 2034. 

Instead of launching a new label, the startup has opted to acquire an established brand with an existing customer base and market presence.

“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,” Dungarwal said.

Snitch chose the acquisition route because Berrylush had already built customer trust and a strong brand identity, he said, adding that the objective is to scale the business while preserving the brand’s positioning. 

Over the coming months, Snitch will work with Chandrashekar and the existing Berrylush team on what it calls ‘BERRYLUSH 2.0’. The next phase will focus on faster product development, improving customer experience, expanding its omnichannel presence, and driving long-term growth. 

Founded in 2019, Snitch began as an offline menswear brand before pivoting to ecommerce during the Covid-19 pandemic. It sells shirts, jackets, hoodies, co-ords, sweaters and innerwear through its website, stores and online marketplaces.

The startup currently operates 115 stores across India, with online channels contributing about 60% of its revenue and offline stores accounting for the remaining 40%. 

Snitch closed FY26 with operating revenue of ₹900 Cr, up about 80% from ₹498 Cr a year earlier, Dungarwal told Inc42 earlier. Its unaudited EBITDA margin stood at around 2-3%, implying EBITDA of roughly ₹18-27 Cr.

The startup is also expanding its quick commerce presence through Snitch Quick, which currently operates in Bengaluru, Delhi, Gurugram and Ahmedabad. The channel already contributes about 10% of its online revenue.  

Snitch is targeting revenue of around ₹1,400 Cr in FY27 as it continues to expand its store network and online business.

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