Snitch acquires Berrylush, enters women’s fashion with ₹1,000 crore ambition

The menswear-led D2C brand has acquired a 100% stake in Berrylush, which will retain its identity and team. Snitch will add product, technology, supply-chain, marketing and omnichannel support as it pursues a ₹1,000 crore women’s-fashion business and a ₹1,400 crore FY27 revenue target.

— Source publishedTue, 28 Jul, 2026, 13:35 IST·First seen Tue, 28 Jul, 2026, 14:29 IST·Source Inc42 · Buzz

What happened

Snitch acquired Berrylush to enter India’s women’s fashion market, retaining its brand and team while adding product, technology, supply-chain, marketing and

Key facts

  • 100% stake
  • ₹1,000 crore women’s-fashion brand ambition
  • $121 billion Indian women’s apparel market by 2034
  • 115 stores across India
  • 60% of revenue from online channels
  • 40% of revenue from offline stores
  • FY26 operating revenue: ₹900 crore
  • FY25 operating revenue: ₹498 crore
  • FY26 unaudited EBITDA margin: 2-3%
  • Snitch Quick contributes about 10% of online revenue
  • FY27 revenue target: ₹1,400 crore

Why this matters

This is a strategic adjacency acquisition that pairs Snitch’s D2C and store-growth engine with an established women’s-fashion platform, offering faster entry than building the category organically.

What to watch

  • Berrylush revenue growth, repeat-purchase rates and contribution to Snitch’s FY27 revenue trajectory.
  • Gross-margin movement, inventory days, markdown rates and return rates after integration.
  • Evidence of lower customer-acquisition cost or improved conversion from shared marketing and technology infrastructure.
  • Store rollout pace, same-store productivity and whether Berrylush enters Snitch stores or launches dedicated physical formats.
  • Marketplace ranking and share gains versus women’s fashion D2C and fast-fashion competitors.
  • Management disclosures on integration milestones, team retention, sourcing synergies and women’s-business profitability.
  • Whether Snitch’s ₹1,000 crore women’s-fashion ambition is framed as GMV, revenue or longer-term run rate.
  • Expand Berrylush across Snitch’s technology stack, logistics network and marketplace relationships while preserving the standalone brand front end.
  • Increase women’s assortment velocity in high-frequency categories such as dresses, tops, co-ords, denim and occasionwear.
  • Test Berrylush shop-in-shops, adjacent-format stores or women’s-led locations in cities where Snitch already has physical retail density.
  • Use Snitch’s customer data and digital marketing engine for cross-selling, lookalike acquisition and targeted repeat-purchase campaigns.
  • Build shared sourcing and demand-planning capabilities to reduce lead times and manage fashion inventory risk.
  • Pursue further category adjacencies or tuck-in acquisitions if the Berrylush integration validates a multi-brand growth model.

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