Direct-to-consumer (D2C) fashion brand SNITCH has announced the full acquisition of women's fashion label Berrylush, marking its official entry into India's fast-growing women's apparel market and a significant milestone in the company's journey towards becoming a multi-category fashion brand. The financial terms of the transaction were not disclosed.

The acquisition represents SNITCH's first major expansion beyond its core menswear business. Rather than building a women's brand from the ground up, the company has chosen to strengthen an already established label with a loyal customer base, proven product portfolio and strong market recognition. Under the new ownership, Berrylush will continue to operate under its existing brand identity, while benefiting from SNITCH's capabilities across product innovation, technology, supply chain, marketing and omnichannel retail.

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."

As part of the next phase of growth, SNITCH will collaborate closely with Anusha Chandrashekar, Co-founder of Berrylush, and the existing leadership team to develop "Berrylush 2.0". The transformation will focus on accelerating product innovation, enhancing customer experience, expanding the brand's omnichannel presence and driving sustainable long-term growth while preserving the brand's core identity.

In a unique move, SNITCH also plans to publicly document the evolution of Berrylush 2.0, sharing regular updates across its digital platforms to provide consumers and industry stakeholders with insights into the brand-building journey, including product development, strategic decisions and key milestones.

The company believes the acquisition comes at an opportune time, with India's women's apparel market continuing to witness strong growth, driven by rising disposable incomes, increasing online shopping adoption and rapidly evolving consumer preferences. The move enables SNITCH to establish an immediate presence in one of the country's largest and fastest-growing fashion categories.

The announcement follows a period of strong momentum for SNITCH. The company recently reported ₹900 crore in operating revenue for FY26, reflecting an 81% year-on-year growth, while continuing to strengthen its omnichannel retail footprint. Earlier, the company had also secured significant Series B funding to accelerate store expansion, technology investments and category diversification.

With the acquisition of Berrylush, SNITCH signals its ambition to evolve beyond a successful menswear brand into a comprehensive fashion platform, strengthening its position within India's rapidly expanding D2C fashion ecosystem through strategic category expansion and acquisition-led growth.