Indian direct-to-consumer (D2C) fashion brand SNITCH has announced the acquisition of women’s western wear label Berrylush, marking a significant milestone in its evolution from a men’s fashion specialist to a broader lifestyle fashion company.
The announcement was made by SNITCH Founder and CEO Siddharth Dungarwal, who confirmed that the company will collaborate with Berrylush co-founder Anusha Chandrashekar and her team to rebuild and relaunch the brand as Berrylush 2.0.
The acquisition is more than a portfolio expansion—it reflects a calculated strategy to enter one of India’s largest and fastest-growing apparel categories while leveraging an already established consumer brand.
A Faster Route into India’s Women’s Fashion Market
Until now, SNITCH has primarily focused on men’s fast fashion, offering a wide range of products including shirts, T-shirts, jeans, trousers, jackets, co-ords, and accessories through its online platform and an expanding network of physical retail stores.
Instead of creating a women’s fashion brand from the ground up, SNITCH has chosen acquisition as its growth strategy.
By purchasing Berrylush, the company immediately gains:
- A recognized women’s fashion brand
- An established customer base
- Existing supplier relationships
- Women’s apparel design expertise
- Proven merchandising capabilities
- Marketplace presence
- Digital brand recognition
This approach significantly reduces the time, investment, and execution risks associated with launching an entirely new fashion label.
Why Berrylush?
Founded by Anusha Chandrashekar and Alok Paul, Berrylush has established itself as a recognized player in India’s affordable women’s western wear market.
Its product portfolio includes:
- Dresses
- Tops
- Jumpsuits
- Co-ord sets
- Skirts
- Trousers
- Casual wear
- Trend-driven fashion collections
Beyond its own e-commerce platform, Berrylush has built strong visibility across major fashion marketplaces, including Myntra, helping it reach a broad digital-first consumer base.
According to Tracxn, the company reported annual revenue of approximately ₹44.2 crore for the financial year ending March 31, 2025.
For SNITCH, this means acquiring not just a brand but also valuable market insights, customer relationships, and operational expertise in women’s fashion.
Women’s Fashion: A High-Growth Yet Complex Opportunity
India’s women’s apparel market is substantially larger and more diverse than the men’s fashion segment.
Unlike menswear, women’s fashion requires:
- Faster trend adaptation
- Frequent collection launches
- Greater product variety
- Multiple silhouettes and fits
- Wider size ranges
- Higher inventory agility
Consumer preferences also evolve much more rapidly, making merchandising and inventory planning significantly more complex.
By acquiring Berrylush, SNITCH bypasses years of trial-and-error product development while entering the market with an experienced team that already understands these dynamics.
The Vision Behind Berrylush 2.0
SNITCH has indicated that Berrylush will not simply be absorbed into its existing operations.
Instead, the company plans to relaunch the label as Berrylush 2.0, working alongside the founding team to strengthen the brand while preserving its unique identity.
The strategy is expected to combine:
- SNITCH’s technology-driven operations
- Fast-fashion inventory model
- Data-driven merchandising
- Omnichannel retail expertise
- Supply chain optimization
- Enhanced customer experience
Maintaining Berrylush’s brand identity will be crucial, as women’s fashion consumers often develop strong loyalty to brands that consistently deliver on style, fit, and value.
SNITCH’s Rapid Growth Supports Expansion
The acquisition comes at a time when SNITCH is experiencing strong financial momentum.
According to the company:
- FY26 unaudited operating revenue: ₹900 crore
- FY25 operating revenue: ₹498 crore
- Year-on-year growth: Approximately 80%
- EBITDA margin: Around 2–3%
- Revenue mix: 60% online and 40% offline
This performance underscores SNITCH’s ability to scale rapidly while investing in new growth opportunities.
Its expanding omnichannel presence has enabled the brand to strengthen customer engagement through both digital platforms and physical retail stores.
Backed by Fresh Capital for Long-Term Growth
SNITCH’s acquisition strategy is supported by fresh funding.
In 2025, the company raised ₹278 crore in a funding round led by 360 One Asset.
The capital was earmarked for:
- Offline retail expansion
- Category diversification
- Technology investments
- Supply chain enhancements
- Brand development
The acquisition of Berrylush aligns closely with these objectives, enabling SNITCH to accelerate growth through strategic expansion rather than relying solely on organic product development.
Implications for India’s D2C Fashion Industry
The acquisition highlights a broader trend in India’s retail and fashion ecosystem.
Rather than launching new labels, established D2C brands are increasingly pursuing acquisitions to:
- Enter adjacent categories
- Expand customer reach
- Acquire operational expertise
- Strengthen supply chains
- Increase market share
- Build multi-category lifestyle portfolios
For SNITCH, this move transforms the company from a menswear-focused brand into a more comprehensive fashion player with exposure to one of India’s largest consumer segments.
Industry analysts believe such acquisitions could become increasingly common as competition intensifies in India’s fashion retail market.
Opportunities and Challenges Ahead
While the acquisition presents significant growth opportunities, successful integration will require careful execution.
SNITCH will need to:
- Preserve Berrylush’s brand identity
- Retain existing customers
- Scale operations without compromising quality
- Integrate technology and supply chains
- Maintain fast-fashion responsiveness
- Expand omnichannel distribution
If managed effectively, Berrylush 2.0 could become one of the leading affordable women’s fashion brands in India, complementing SNITCH’s existing success in menswear.
Industry Outlook
India’s fashion retail market continues to benefit from:
- Rising disposable incomes
- Increasing online shopping
- Expansion of organized retail
- Growing demand for affordable fashion
- Higher smartphone penetration
- Strong Gen Z and millennial consumption
The women’s apparel segment remains one of the largest contributors to fashion retail growth, making SNITCH’s expansion both timely and strategically significant.
As more Indian D2C brands mature, acquisitions like this are likely to play an increasingly important role in shaping the future of the country’s fashion industry.
Conclusion
SNITCH’s acquisition of Berrylush represents a transformative step in its journey toward becoming a diversified lifestyle fashion company.
By entering the women’s fashion market through an established brand, the company gains immediate access to customers, product expertise, and operational capabilities while reducing the risks associated with building a new business from scratch.
Supported by strong revenue growth, recent funding, and an expanding omnichannel strategy, SNITCH is well-positioned to capitalize on India’s growing demand for affordable, trend-driven fashion.
If Berrylush 2.0 successfully combines the brand’s existing identity with SNITCH’s operational strengths, the acquisition could emerge as one of the most significant deals in India’s D2C fashion sector in recent years.
Key Takeaways
- SNITCH has acquired Berrylush to enter India’s women’s fashion market.
- The brand will be relaunched as Berrylush 2.0 in partnership with its founding team.
- The acquisition provides access to an established customer base, product portfolio, and women’s fashion expertise.
- Berrylush reported approximately ₹44.2 crore in revenue as of FY25.
- SNITCH reported ₹900 crore in unaudited FY26 operating revenue, up around 80% year-on-year.
- The move strengthens SNITCH’s omnichannel and multi-category growth strategy.
Frequently Asked Questions (FAQs)
Why did SNITCH acquire Berrylush?
SNITCH acquired Berrylush to enter the women’s fashion market through an established brand, enabling faster expansion and reducing the time required to build a new label.
What is Berrylush known for?
Berrylush specializes in affordable women’s western wear, including dresses, tops, skirts, trousers, jumpsuits, and co-ord sets.
What is Berrylush 2.0?
Berrylush 2.0 is the planned relaunch of the brand under SNITCH’s ownership while continuing to work with the existing founding team.
How much revenue does SNITCH generate?
SNITCH reported unaudited operating revenue of approximately ₹900 crore in FY26.
How much revenue did Berrylush report?
According to Tracxn, Berrylush reported annual revenue of around ₹44.2 crore for the financial year ending March 31, 2025.