New Delhi, 28th July, 2026: SNITCH, one of India’s fastest-growing fashion and lifestyle brands, today announced the full acquisition of Berrylush, marking its strategic entry into the women’s fashion category. This move represents a significant milestone in SNITCH’s growth journey as it expands beyond menswear to build a multi-brand fashion business.
Instead of launching a new women’s label from scratch, SNITCH has chosen to acquire and scale an established brand with strong recall, a loyal customer base, and significant growth potential. Under this arrangement, Berrylush will continue to operate under its existing brand identity, while benefiting from SNITCH’s expertise in product innovation, technology, supply chain, marketing, and omnichannel retail.
India’s women’s apparel market is one of the country’s fastest-growing fashion segments, driven by rising disposable incomes, increasing online penetration, and evolving consumer preferences. The acquisition positions SNITCH to participate in this high-growth opportunity while accelerating its long-term vision of becoming a leading homegrown fashion house.
Siddharth Dungarwal, Founder & CEO, SNITCH: “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. We wanted to build on something meaningful. From the moment we got to know Berrylush, we saw a brand that had already earned the love and trust of its customers and built a strong identity of its own. Instead of starting from zero, we saw an opportunity to build on that foundation together.
This acquisition is not about changing what Berrylush stands for; it’s about helping it reach its full potential. Over the coming years, we’ll bring together our experience in building SNITCH with everything that makes Berrylush special. Our ambition is to create a women’s fashion brand from India that resonates with customers across the world, while staying true to the community that has been with Berrylush from the beginning.”
BERRYLUSH 2.0 – The Next Phase
Over the coming months, SNITCH will collaborate closely with Anusha Chandrashekar, Co-founder of Berrylush, and the existing Berrylush team to build what it calls “BERRYLUSH 2.0” – a new phase focused on:
- Faster product innovation.
- Stronger customer experience.
- Deeper omnichannel expansion.
- Sustainable long-term growth.
Unlike conventional acquisitions that remain behind the scenes, SNITCH also plans to publicly document the brand-building journey. Through regular updates across its digital platforms, audiences will gain a behind-the-scenes look at how Berrylush evolves – from product development and branding decisions to marketing strategies, growth milestones, and lessons learned along the way.
Strategic Impact
This acquisition reinforces SNITCH’s broader ambition of building a portfolio of fashion brands catering to evolving consumer lifestyles, while strengthening its position as one of India’s leading new-age fashion companies.
About SNITCH
SNITCH is one of India’s leading fast-fashion brands, offering trend-driven apparel and lifestyle products for modern consumers through its rapidly expanding omnichannel presence. Known for its agile supply chain, technology-led operations, and design-first approach, the brand has built a loyal customer base across online and offline channels and continues to expand its footprint across the country.
