Snitch acquires Berrylush, enters women’s fashion

Menswear brand Snitch has acquired a 100 percent stake in women’s fashion label Berrylush, its first acquisition and its entry into womenswear. Financial terms were not disclosed.

Berrylush was founded in 2018 by Anusha Chandrashekar and Alok Paul, and sells affordable apparel aimed at Gen Z and millennial women. It reported roughly Rs 44.2 crore in annual revenue as of 31 March 2025. The brand keeps its own identity and team, with Chandrashekar staying on. Snitch will plug in product development, technology, supply chain, marketing and omnichannel retail. Paul had already exited operationally, joining Littlebox as COO in May 2025.

Snitch is buying from a position of scale. It closed FY26 with about Rs 900 crore in revenue, up 80 percent from Rs 498 crore, and reported unaudited EBITDA of Rs 18 crore to Rs 27 crore, a 2 to 3 percent margin. Founder Siddharth Dungarwal is targeting Rs 1,400 crore in FY27. The brand runs 115 stores, with 60 percent of revenue online and 40 percent offline. Quick commerce contributes about 10 percent of online sales.

Why it matters

Dungarwal said the ambition is to build Berrylush into a Rs 1,000 crore women’s fashion brand, a large multiple of its last reported revenue. The model being tested is buying a category entry point rather than building one, then running it on shared supply chain and retail infrastructure.

For Indian operators, the read is that scaled D2C brands are now buyers, not only fundraisers. A house-of-brands structure spreads fixed costs across the same 115 stores, the same warehouses and the same quick commerce listings. That is where the arithmetic either works or does not.