Snitch, the Indian direct-to-consumer menswear brand, acquired all of Berrylush, an online label selling western wear for women, Inc42 reported on July 28, 2026. The purchase is Snitch's first move into women's fashion. Neither company disclosed the price or how the deal was paid for.
According to a deal note from law firm JSA Advocates & Solicitors, which advised the buyer, Snitch Apparels Private Limited made the purchase of Berrylush Designs Private Limited through a subsidiary.
Berrylush will keep its name and its current team, including co-founder Anusha Chandrashekar. Snitch said it would back the label with its own product development, technology, supply chain, marketing and omnichannel retail operations, and that the two teams would work together on a relaunch it calls "Berrylush 2.0".
What Berrylush built
Inc42 reported that Chandrashekar and Alok Paul started Berrylush in 2018 to sell affordable clothing to Gen Z and millennial women. D2C Insider gave a different founding year, 2015. Paul later left and became chief operating officer of rival brand Littlebox in May 2025, according to Inc42.
The range covers dresses, co-ord sets, jumpsuits, tops, skirts, trousers and workwear, plus accessories such as handbags, belts and perfumes. Berrylush also runs Berrylush Curve, a plus-size line, and BIZwear, a range of clothes for the office. It sells through its own website and online marketplaces including Myntra, Apparel Resources reported.
Apparel Resources, citing Tracxn, said Berrylush had revenue of about ₹44.2 crore (around $5.1 million) in the financial year that ended March 31, 2025, while Chandrashekar has more recently described it as a ₹75 crore (about $8.7 million) brand. D2C Insider reported that the company had raised about $970,000, with TMRW, the direct-to-consumer arm of Aditya Birla Fashion and Retail, and revenue-based financing platform Klub among its backers.
“Our ambition is to build Berrylush into a ₹1,000 Cr women's fashion brand over the coming years, while staying focused on product, customer experience and execution.”
Why Snitch is buying
Founder and chief executive Siddharth Dungarwal said Snitch had long planned to sell women's clothing, but did not want to expand just to add a category. He said the company preferred to buy a label that already had loyal customers and a clear identity, and to grow it without changing its positioning.
"Our ambition is to build Berrylush into a ₹1,000 Cr women's fashion brand over the coming years, while staying focused on product, customer experience and execution," Dungarwal told Inc42. That target equals about $116 million.
The relaunch is meant to speed up product development, improve the customer experience and widen Berrylush's presence across online and offline channels. Snitch also said it would document the first 100 days of the integration in public, sharing its product and positioning decisions along the way, according to Apparel Resources.
The buyer
Snitch was founded in 2019 as an offline menswear brand and moved online during the Covid-19 pandemic. It sells shirts, jackets, hoodies, co-ords, sweaters and innerwear through its own website and app, online marketplaces and 115 stores across India. Online sales make up about 60% of revenue and stores the remaining 40%, Inc42 reported.
The company closed the 2026 financial year with operating revenue of ₹900 crore (about $105 million), up about 80% from ₹498 crore (about $58 million) a year earlier, Dungarwal had told Inc42. Its unaudited EBITDA margin was about 2-3%. It is aiming for revenue of about ₹1,400 crore (about $163 million) in the 2027 financial year.
Snitch also runs a quick-delivery service, Snitch Quick, in Bengaluru, Delhi, Gurugram and Ahmedabad, which brings in about 10% of its online revenue. Apparel Resources reported that Snitch raised ₹278 crore (about $32 million) in 2025 in a round led by 360 One Asset, and JSA said it had advised the company on its Series A and Series B rounds.
A large market for women's clothing
Inc42, citing Research and Markets, said India's women's apparel market is expected to pass $121 billion by 2034, growing at about 2.71% a year from 2026. Buying Berrylush gives Snitch a ready catalogue, supplier relationships and an existing customer base in that market.
Several details remain open. D2C Insider noted that the companies had not released a closing date, a joint statement or a regulatory filing, and had not said what role Paul, who left before the deal, or Chandrashekar would hold over the longer term beyond working on the relaunch.
