29/07/2026
Snitch acquires Berrylush, marking the Siddharth Dungarwal-founded menswear brand’s official entry into the women’s wear category.
Snitch has acquired a 100% stake in Berrylush, a women’s fashion brand founded in 2018 by Chandrashekar and Alok Paul to offer affordable apparel to Gen Z and millennial women.
Announcing the acquisition on Instagram, Dungarwal said that instead of building a women’s brand from scratch, Snitch decided to back a brand that already had a strong foundation.
“Now it’s time for BERRYLUSH 2.0,” he wrote.
The financial terms of the acquisition have not been disclosed.
Berrylush co-founder Alok Paul had exited the company in May 2025 to join Littlebox, one of the brand’s major competitors.
According to Inc42, the acquisition will not change Berrylush’s existing brand identity. Snitch instead plans to help scale the company by strengthening its technology, supply chain, marketing, product development and omnichannel retail capabilities.
Berrylush currently offers co-ord sets, jumpsuits, dresses, workwear and accessories, along with plus-size fashion and office wear.
Snitch now has much bigger ambitions for the brand.
“Our ambition is to build Berrylush into a ₹1,000 Cr women’s fashion brand over the coming years, while staying focused on product, customer experience and ex*****on,” Dungarwal said.
The Snitch founder also announced that over the next 100 days, the team will publicly document the process of rebuilding and scaling Berrylush.
“The strategy. The products. The branding. The wins. The mistakes. Everything that goes into rebuilding a brand,” he wrote.
Calling the acquisition more than just a business transaction, Dungarwal summed it up as: “This isn’t just an acquisition. It’s Day One of rebuilding a brand.”
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