Menswear brand SNITCH has acquired womenswear label Berrylush, as announced by founder Siddharth Dungarwal in a LinkedIn post on Monday, marking its official entry into the womenswear category.
Dungarwal said the deal represents more than a routine acquisition, calling it “the beginning of a new journey” for the company he has built over the past six years.
According to the announcement, SNITCH had considered two paths to enter the women’s fashion segment: building a brand from the ground up or partnering with an established player that already had a loyal customer base and growth potential. The company opted for the latter, settling on Berrylush as its partner.
SNITCH said it will work closely with Berrylush founder Anusha Chandrashekar and her team over the coming months to relaunch the brand under what Dungarwal termed “Berrylush 2.0.” The plan is to apply lessons learned from scaling SNITCH while retaining the identity and customer trust Berrylush has built to date.
“Our ambition is simple: to build a women’s fashion brand that’s made in India, for the world,” Dungarwal wrote.
The company also indicated it would take an unusually transparent approach to the rebuild. “Instead of only sharing the outcome, we’ll share the journey. The product decisions, the branding, the strategy, the wins, the setbacks, and the countless small decisions that go into building a brand on our instagram handle,” Dungarwal added.
The financial terms of the acquisition were not announced.
Founded in 2020, Snitch offers fashion-forward menswear apparel, sneakers, footwear. The D2C brand also recently expanded into the grooming segment with its fragrance collection Reserve.
