Snitch buys womenswear label Berrylush in first move beyond menswear
What's the deal? Snitch, the Bengaluru-based direct-to-consumer menswear brand, has acquired BerrylushDealroom has a profile for this one. Try Dealroom →, a Noida women's western wear label. Founder Siddharth Dungarwal announced the deal on Instagram, saying the company would document rebuilding the brand over 100 days as "Berrylush 2.0." No price or terms were disclosed.
What's missing? The announcement carries no financial terms of any kind. It does not say whether Snitch took full ownership or a majority stake, when the deal closed, what role Berrylush's founders will hold, or whether existing investors have exited. There is no joint statement, no filing, and no independent confirmation.
What each side brings: Snitch runs a vertically integrated fast fashion operation, designing to a weekly drop cycle and selling through its site, app and a store network that reached 100 outlets in December 2025. For the year to March 2024 it reported revenue of ₹241 crore, double the prior year, on a profit of ₹4.39 crore. Berrylush, founded in 2015 by Anusha Chandrashekar and Alok Paul, sells dresses, tops and co-ords in sizes XS to 7XL.
Why buy rather than build? None of Snitch's supply-chain machinery is specific to men's clothing. Sourcing, warehousing and shop floors do not distinguish a men's shirt from a women's dress. Buying a label rather than launching one hands Snitch a catalogue, a working size system and an existing customer file on day one, plus women's product for doors it already pays rent on.
The money makes the shape clear. Berrylush has raised about $970,000 from TMRW, the D2C arm of Aditya Birla Fashion and RetailDealroom has a profile for this one. Try Dealroom →, and financing platform Klub. Snitch has raised roughly $53 million, including a ₹278.93 crore Series B at a reported valuation near ₹2,500 crore. This is a well-capitalised brand absorbing a small one — most likely buying the catalogue, size system and customer list rather than the business as a going concern.
What could go wrong? Womenswear carries higher return rates, more complex fit, deeper SKU counts and faster range turnover, and it is the more crowded half of Indian fast fashion. Snitch's revenue and store count prove menswear execution, not this. Running the rebuild in public on a 100-day clock is a marketing format before it is an integration plan.
The signal: A strategic investor of TMRW's size releasing a portfolio brand to a competitor reads differently from a growth exit — and nothing in the announcement explains it. The bet being underwritten is that a menswear supply chain carries over to womenswear without being rebuilt. Whether it does will decide if Snitch's first step outside menswear becomes a second.
Read more: StartupFox
Image credit: Artem Beliaikin
