SNITCH, a direct-to-consumer (D2C) lifestyle brand, today announced the full acquisition of Berrylush, marking its entry into the women’s fashion category. The move marks SNITCH’s expansion beyond menswear as it seeks to build a broader portfolio of fashion brands. The financial information regarding the deal was not disclosed.
Through this acquisition, Berrylush will continue to operate under its existing brand identity while leveraging SNITCH’s expertise across product innovation, technology, supply chain, marketing and omnichannel retail.
The company states that India’s women’s apparel market continues to be one of the country’s fastest-growing fashion segment due to rising disposable incomes, increasing online penetration and changing consumer preferences, hence the acquisition allows SNITCH to participate in this high growth market.
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 months, SNITCH will work closely with Anusha Chandrashekar, Co-founder of Berrylush and the existing Berrylush team to build what it calls “BERRYLUSH 2.0”, a new phase focused on faster product innovation, stronger customer experience, deeper omnichannel expansion and sustainable long-term growth.
The company also intends to publicly document their brand-building journey. Through regular updates across its digital platforms, the company will portray Berrylush’s decision making, milestones and product development
Published on July 28, 2026
