Popular menswear brand SNITCH has officially stepped into the women’s fashion category by acquiring Berrylush, according to an announcement made by SNITCH founder Siddharth Dungarwal. The move answers a question that customers and followers had been asking the brand for years about when it would launch a women’s line.
Dungarwal shared the update personally, calling it more than just a business acquisition. He described it as the start of a new chapter for the company, which has spent the last six years building SNITCH into a recognised name in men’s fashion.
Why SNITCH Chose to Acquire Instead of Build
According to the announcement, the SNITCH team had two options while planning their entry into women’s fashion. They could either build a new brand from the ground up or join hands with an existing label that already had a loyal customer base and strong potential for growth. The company decided to go with the second option, choosing to acquire Berrylush rather than start something new from scratch.
This decision reflects a broader strategy of using an already established brand identity and customer trust as a foundation, rather than spending time and resources building recognition from zero.
Building “Berrylush 2.0” Together
Moving forward, SNITCH will work closely with Anusha Chandrashekar and the existing Berrylush team on what the founder referred to as “Berrylush 2.0.” The plan is to apply the knowledge and experience SNITCH has gained over six years in the fashion business while still keeping the trust and brand identity that Berrylush has already built with its customers.
The stated goal behind this collaboration is simple but ambitious: to create a women’s fashion brand that is made in India but designed to appeal to customers around the world.
Alongside the acquisition news, Dungarwal also revealed a different approach the team plans to take going forward. Instead of only announcing final results and outcomes, the company intends to document the entire journey behind building the brand. This includes sharing product decisions, branding choices, business strategy, successes, failures, and the many smaller decisions that go into shaping a fashion label. This behind the scenes content will reportedly be shared through the brand’s Instagram page.
With this acquisition, SNITCH is signalling a clear expansion beyond menswear and into the broader Indian fashion market. By combining its own business experience with Berrylush’s existing brand equity, the company appears to be positioning itself for long term growth in the women’s fashion segment, both in India and internationally.
