SNITCH Acquires Berrylush, Marks Entry into Women's Fashion Segment

Fashion and lifestyle brand SNITCH has acquired Berrylush, marking its entry into the women’s fashion segment as it expands beyond menswear to build a multi-brand fashion business. 

Through the acquisition, Berrylush will continue to operate under its existing brand identity while leveraging SNITCH’s capabilities across product innovation, technology, supply chain, marketing and omnichannel retail. 

The move comes as India’s women’s apparel market continues to witness growth, supported by rising disposable incomes, increasing online penetration and evolving consumer preferences. 

Commenting on the acquisition, Siddharth Dungarwal, Founder & CEO, SNITCH, said:“Entering women’s fashion has always been part of our long-term vision, but we never wanted to do it just for the sake of expansion. We wanted to build on something meaningful. From the moment we got to know Berrylush, we saw a brand that had already earned the love and trust of its customers and built a strong identity of its own. Instead of starting from zero, we saw an opportunity to build on that foundation together.

This acquisition is not about changing what Berrylush stands for, it’s about helping it reach its full potential. Over the coming years, we’ll bring together our experience in building SNITCH with everything that makes Berrylush special. Our ambition is to create a women’s fashion brand from India that resonates with customers across the world, while staying true to the community that has been with Berrylush from the beginning.”

Over the coming months, SNITCH will work with Anusha Chandrashekar, Co-founder of Berrylush, and the existing Berrylush team to develop “BERRYLUSH 2.0,” a new phase focused on faster product innovation, stronger customer experience, deeper omnichannel expansion and long-term growth.