Snitch has acquired a 100% stake in the direct-to-consumer women’s fashion brand Berrylush as part of its strategy to expand beyond menswear. The deal was announced in July 2026, though the financial terms were not disclosed. Berrylush will continue operating under its existing brand name and team, including cofounder Anusha Chandrashekar, while gaining support from Snitch in product development, technology, supply chain, marketing, and omnichannel retail, according to inc42.com.
Founded in 2018 by Anusha Chandrashekar and Alok Paul, Berrylush targets Gen Z and millennial women with affordable apparel such as dresses, co-ord sets, jumpsuits, workwear, and accessories. The brand also operates sub-labels like Berrylush Curve for plus-size fashion and BIZwear for professional wear. After cofounder Paul moved to rival Littlebox as COO in May 2025, Snitch’s acquisition aims to leverage Berrylush’s established presence rather than launching a new label, the report said.
The acquisition positions Snitch to tap into India’s women’s apparel market, which is forecast to reach $121 billion by 2034, growing at a compound annual growth rate of 2.71% from 2026 to 2034. Snitch founder and CEO Siddharth Dungarwal expressed ambitions to build Berrylush into a ₹1,000 crore brand by focusing on product, customer experience, and execution. This move reflects a strategic expansion in the competitive Indian fashion sector, per inc42.com.
Berrylush will maintain its brand identity and existing team while Snitch provides operational support. The acquisition was confirmed in July 2026, marking Snitch’s entry into the women’s fashion segment with an established brand rather than a new launch, inc42.com reported.