D2C menswear brand Snitch has acquired Berrylush, marking its entry into India’s women’s fashion market and expanding beyond its core menswear business for the first time. The acquisition was announced by Snitch founder Siddharth Dungarwal, who said the company will spend the next 100 days rebuilding the brand under the banner “Berrylush 2.0.”
While the financial terms of the transaction remain undisclosed, the move represents Snitch’s first strategic expansion into womenswear. The company has not revealed the deal value, ownership structure, closing date, or the future roles of Berrylush founders Anusha Chandrashekar and Alok Paul. No joint statement or regulatory filing has been released regarding the acquisition.
Founded in 2015 and based in Noida, Berrylush specializes in western wear, offering dresses, tops, jumpsuits, skirts, and co-ords in sizes ranging from XS to 7XL, including its dedicated Berrylush Curve collection. The brand has raised approximately $970,000 from investors including TMRW, the D2C arm of Aditya Birla Fashion and Retail, and revenue-based financing platform Klub.
The acquisition gives Snitch an established women’s fashion catalogue, an existing customer base, and an immediate presence in the category without building a new brand from scratch. The company is expected to leverage its existing sourcing, manufacturing, warehousing, digital channels, and retail network to support the integration.
Snitch has built a vertically integrated fast-fashion business centered on weekly product drops and an omnichannel distribution model spanning its website, mobile app, and offline stores. The brand crossed 100 retail outlets in December 2025 and reported ₹241 crore revenue with ₹4.39 crore profit for the financial year ended March 2024. It has also raised approximately $53.3 million in funding to date.
The company intends to publicly document the transformation of Berrylush 2.0 over the coming 100 days, offering visibility into its product, branding, and operational decisions during the integration process.
The acquisition signals Snitch’s ambition to become a broader fashion platform while strengthening its position in India’s growing D2C fashion ecosystem through category expansion and acquisition-led growth.
Source: Based on publicly available reporting, with additional editorial adaptation and analysis.
