Snitch’s Big Leap: How a Shark Tank Darling Turned a 25x Return Into a Multi-Brand Fashion Play

Snitch’s journey from a Shark Tank India pitch to a near-₹1,000 crore revenue brand is already one of Indian D2C’s most talked-about success stories. But the company’s latest move — acquiring women’s fashion label Berrylush — shows that its ambition goes far beyond menswear.

The acquisition marks Snitch’s formal entry into the women’s fashion segment and signals its intent to evolve from a fast-growing menswear brand into a multi-brand fashion house. For a company that delivered roughly 25x returns to its Shark Tank investors in just over two years, the Berrylush deal is both a growth play and a test of whether that momentum can be sustained in a new category.

The Shark Tank moment that changed the trajectory

Snitch’s appearance on Shark Tank India Season 2 was unusual in more ways than one. Instead of one or two Sharks backing the company, all five Sharks came together to invest, a rare moment of consensus on the show.

That deal, done at a ₹100 crore valuation, has since become a benchmark for Shark Tank outcomes. By FY26, Snitch’s operating revenue had grown to around ₹900 crore, and its valuation had climbed to roughly ₹2,500 crore in its latest funding, implying about a 25x return in just over two years.

How Snitch scaled so fast

The growth story behind those numbers is built on a simple but powerful formula: fast fashion speed, Gen-Z focus and a relentless drop cycle. Snitch refreshes its catalogue constantly, with the brand claiming to drop 200+ styles and new collections at a pace that rivals global fast-fashion players.

Revenue jumped from ₹44 crore in FY22 to ₹120 crore in FY23, ₹243 crore in FY24, ₹506 crore in FY25 and around ₹900 crore in FY26. That kind of growth, backed by improving unit economics and a clear brand identity, is what made Snitch attractive not just to consumers but also to later-stage investors.

Why move into women’s fashion now

Snitch’s decision to enter women’s fashion comes at a point where the menswear business is already scaling well but still concentrated in one large category. The Indian apparel market is huge, but the women’s segment is significantly larger and more diversified than menswear, offering a bigger long-term opportunity.

Building a women’s brand from scratch would have been possible, but it would also have been slower and riskier. Acquiring Berrylush gives Snitch an established label, an existing customer base, product expertise and a ready-made foundation in women’s western wear.

The Berrylush acquisition: what it means

Under the deal, Snitch has fully acquired Berrylush, though the financial terms were not disclosed. Berrylush will continue to operate under its own brand name, but it will now leverage Snitch’s capabilities across product development, technology, supply chain, marketing and omnichannel retail.

The companies describe the plan as “BERRYLUSH 2.0”, a next phase focused on faster product innovation, better customer experience, expanded omnichannel presence and stronger long-term growth. Berrylush co-founder Anusha Chandrashekar and her team will remain closely involved in rebuilding the brand.

An unusual integration strategy

One of the more interesting aspects of this deal is how Snitch plans to handle post-acquisition integration. Instead of keeping the process internal, the company has said it will publicly document the brand-building journey over the next 100 days through regular updates on its digital platforms.

Consumers and industry observers will get a behind-the-scenes look at product decisions, branding choices, marketing strategies, challenges and milestones as Berrylush is rebuilt. Snitch founder and CEO Siddharth Dungarwal has called it “Day One of rebuilding a brand”, not just a standard acquisition.

Why buy instead of build?

Snitch’s choice to acquire rather than launch a new women’s label is a strategic shortcut with clear logic. The women’s fashion market is crowded, with many D2C and traditional players competing for attention. Entering as a new brand would require heavy marketing spend, trial-and-error on product and a longer runway to build trust.

Berrylush already has a defined identity, a loyal customer set and a product range that fits the western-wear segment Snitch wants to target. That allows Snitch to focus on scaling and optimisation rather than starting from zero.

The multi-brand ambition

The Berrylush deal is not just about adding a new category. It is about laying the groundwork for a portfolio of fashion brands that can serve different consumer segments and lifestyles. Snitch has explicitly stated that it wants to become a multi brand fashion house, not a single-label menswear company.

That ambition fits with its capital position. After raising around ₹278 crore in 2025 to fuel expansion, the company has the financial flexibility to invest in new categories, physical retail and brand-building without over-leveraging the core business.

The Risk of Overextension

The flip side of this ambition is the risk of overextension. Many D2C brands have tried to expand into new categories or launch multiple labels, only to find that management attention gets diluted and unit economics suffer.

Snitch’s challenge will be to integrate Berrylush in a way that strengthens both brands without pulling focus from the menswear engine that funded the expansion in the first place. The company’s decision to document the process publicly may also add pressure to execute cleanly and transparently.

What Success Looks Like

For Snitch, success in this move will not be measured only by revenue addition from Berrylush. It will be measured by whether the company can:

• Grow Berrylush profitably without eroding margins.

• Use its supply chain and tech stack to improve speed and efficiency.

• Build a credible omnichannel presence for the women’s brand.

• Prove that the multi-brand model can scale without losing focus.

If it gets this right, Snitch can position itself as one of India’s first homegrown fashion houses built from a D2C starting point. If it gets it wrong, the deal could become a cautionary tale about growing too fast into unfamiliar categories.

The Bigger Picture for Indian D2C

Snitch’s story matters beyond one brand. It shows how a Shark Tank-backed company can move from a viral moment to a serious, scaled business, and then use that scale to attempt a more complex, multi-brand strategy.

The Berrylush acquisition is a test of whether Indian D2C fashion can mature from single-category winners into diversified fashion groups. For now, Snitch is one of the few trying to make that leap in a very public way.