One of India’s most remarkable fashion success stories began as a small business utilizing surplus fabric. Presenting Snitch, an innovative menswear brand that started online and is transforming fast fashion for the young, fashion-forward men’s market in India. As it is referred to as India’s H&M for men, Snitch has established a niche for itself with collections that follow trends, fast product cycles, and affordable prices starting from ₹699 to ₹1,999.
Where nearly 90% of fast fashion brands in this industry cater to women, Snitch identified the clear market gap. Young men in India’s Tier 2 and 3 cities were becoming more fashion-conscious but had few choices available to them. The gap between growing demand and fewer available options created the basis for one of the most impressive D2C success stories in the country.
The company, founded by Siddharth Dungarwal, overcame early setbacks, such as almost losing ₹25 lakh worth of fabric, to grow quickly. In a few years, it generated over ₹500 crore in revenue and had over 2 million app downloads. With its vertically integrated business strategy paired with a dynamic design approach that introduces new collections every 30 days, it has positioned itself as a leader in the Indian men’s fashion industry.
In this blog, we dive into the backstory of the snitch, explore effective growth strategies and visionary leadership, and anticipate its future as a modern fashion disruptor. Here’s how hard work, strategic execution, and a clear vision turned a small textile business into a domestic powerhouse.
The Origin – From Surplus Fabric to Fashion Force
Before establishing Snitch as a disruptor in the fashion industry, it started with the less exciting world of fabric trading, where Siddarth Dungarwal gained experience in the textile industry. Siddharth, who has been passionate about fashion since he was 14, began his career as a mediator between buyers and factories, gaining practical experience in supply chains, sourcing, and industry dynamics.
In 2012, the real turning point came with a high-risk ₹25 lakh fabric deal that went south. A factory audit caused delays in shipping that led to buyer backout, which left Siddarth with a mountain of unsold fabric stored in a garage. What might have put a stop to his business aspirations instead ignited a new passion. Instead of giving up, he made a turnaround. Siddharth created samples, pitched to retailers, and was able to get a small but significant order from a chain with 17 locations in Mumbai for 200 to 300 sample shirts.
Even without any experience in the clothing industry, where he learned everything from interlining and silhouettes to machine operations. His hard work paid off as the shirt sold out over the weekend, which generated ₹6.5 lakhs—more than twice the profit he had initially anticipated.
From 2012 to 2019, Sid built a successful apparel sourcing and supplying apparel to leading retail giants like Madura, Arvind, V-Mart, and D-Mart, as well as regional players such as RS Brothers and JC Brothers. He achieved all this success without owning a factory. His greatest strengths were his deep industry knowledge, supplier network, and innovation.
These seven years of experience have helped him with a deep understanding of production cycles and cost control—skills that would later drive Snitch’s cost-effective, vertically integrated manufacturing model. Can you give an alternative to the lean, vertically integrated manufacturing model? The answer to the question, “Snitch was founded in which year?” is 2019; however, the origins are much deeper. For Siddarth, failure was not the end; rather, it served as the example for the emergence of one of the most innovative direct-to-consumer fashion brands in India.
Snitch’s Business Model: Data-Driven and Direct-to-Consumer
In a reality where fashion trends shift more rapidly than your social media updates, on Indian brand is not only staying relevant – it’s leading way. Snitch has established a unique presence in the ever-changing fast fashion sector, and although they may appear to be just another business capitalizing on the D2C trend, a closer analysis shows a carefully designed business strategy with combines flexibility with keen financial insight. They are not only just focusing on selling apparel; they are creating a brand that connects with the young audience in India. Snitch’s business strategy demonstrates the perfect combination of flexibility, data utilization, and economic principles to create a fashion engine that can grow without draining financial resources. Let’s analyse the core elements of this fashion innovator.
D2C-Led Omnichannel Strategy: Owning the Customer Relationship:
The strength of Snitch lies their direct to consumer (D2C) approach, which is largely driven by their easy-to-navigate website and, crucially, their highly effective mobile application. Where they provide 10% discount for first time users This is smart strategy to attract the regular mobile shoppers. And it is showing the result. The key takeaways? Buying selling directly, Snitch avoids substantial marketplace fees, retaining reportedly an impressive 25-30% more profit for each sale. It’s about controlling the customer journey and communicating their brand narrative on their terms.
Which makes brand to have full control over the customer experience pricing. This approach allows them for quicker testing, improved profit margins, and storytelling led by the brand.
Nevertheless, Snitch goes beyond this. It thoughtfully enhances its D2C foundation by offering products on prominent marketplaces such as Myntra, Ajio, and Amazon, boosting visibility and reaching consumers who prefer to shop on aggregator sites. Recently, the brand has also been venturing into offline retail, launching physical stores that serve as immersive brand experiences rather than mere sales outlets.
Physical Stores – Offline Expansion with Online Brains:
There is always a special experience when walking into the store. Snitch’s increasing brick-and-mortar locations are not merely for purchases; there aim to create unique brand experience to their customer through Physical Stores. Particularly, Clothes purchased from the offline stores tend to price higher on average – around
₹2,200, which is more than 22% of which is more than the products purchased from the online.
Their strategy? They set up their store location by analysing the data. Instead of opening stores randomly, they strategically open their stores where there most of online buyers resides. Additionally, having physical stores builds credibility and may contribute to minimizing in products returns across the all sales channels.
Smart Production – Keeping Profits and Inventory Tight
Fast fashion usually criticized for its excessive waste and poor profitability. However, Snitch were able to make profitability into the primary aspect of their business.
In-House Production for Lower Costs and Better Margin:
This is what sets Snitch apart from others. Managing a significant part of their production — from designing and sourcing materials to collaborating with suppliers — gives them a clear advantage in maintaining low costs. Perhaps you have come across that ₹500 shirt? It supposedly costs Snitch around ₹250 to produce, while their competitors might spend ₹350 or more. They also have fewer returns (60% less than the industry average) because of their in-house quality control. A major benefit is increased customer satisfaction and higher profits.
High Inventory Turnover and Reduced Return Rates:
In the fast-paced fashion industry, holding excess is like watching money sit idle. Snitch achieves an outstanding inventory turnover of 45 days. This means Snitch sells their clothes at twice the speed of the industry norm (over 90 days). They can respond to the new trends because this efficiency means less capital is tied up in the clothing. Their rate of unsold stock is under 5%, which can certainly grab the attention of major competitors like Zara (where the typical rate is often 15–20%). Being both quick and strategic with inventory management is an important factor for their profit margins.
The Mathematical Challenge: Evaluating Success
Average Order Value (AOV): ₹1,800 (Industry: ₹1,200). They are encouraging customers to increase their spending with strategies such as “Complete the Look” recommendations and exclusive bundles available only on the app.
Customer Loyalty: 44% Repeat Rate (Industry Average: 25%). Their emphasis on providing an excellent shopping experience, featuring innovative concepts such as immediate refunds upon item pickup, is fostering significant customer loyalty.
Store Efficiency: Rent accounts for 10-12% of revenue. Their method of selecting store locations based on data allows them to incur significantly lower rent costs relative to the income generated by their stores, especially when compared to conventional retailers.
The Snitch Supply Chain: Agility That Powers Fast Fashion
We have discussed above about Snitch is leading with its business model – combining both with online and offline stores. If you dig little deeper, you’ll find their true competitive edge often-overlooked factor powering
all those new style and quick trends: their remarkable supply chain. It is not merely effective; It’s a perfectly tuned system that provides them a significant advantage in the fast-paced world of fast fashion.
From Design to Delivery in Just 25 Days:
Many fashion brands run like an extended game of telephone, with various companies managing design, sourcing, manufacturing, and distribution. They like to keep as much of the process in-house as they can. This complete control gives them a significant advantage, enabling them to turn a market-ready product in just 25 days. Consider that for a moment – it’s often faster than the time some brands spend merely on their design phase!
This rapid turnaround is made possible by
Strategic Partnerships with Co-Builders, Not Vendors:
Snitch made them a genuine partner instead feeling then a normal vendor. This cobulider philosophy build trust, encourage open communication, and aligns to mutual objective of speed and quality. It establishes s strategic partnerships and helps them to move rapidly and respond to change in real time.
Agile Production Process:
They have designed their whole system – from selecting materials and conducting research and development to production and distributing items to retailers – to be exceptionally efficient and adaptable. This results in reduced downtime and increased productivity.
Smart Economics
You may think that building such a supply chain might require a good amount of investment, but Snitch began cleverly, particularly with their low capital.
The “Deadstock Fabric” Beginnings:
During the initial days, Snitch smartly utilized the deadstock fabrics. These are surplus materials from bigger manufacturers. This was a genius move, as it allowed them to avoid upfront inventory expenses for raw materials. They were able to introduce style without having to invest large sums of money thanks to it. This type of cleverness is frequently a characteristic of successful startups.
Small-Batch Experimentation:
Even at this moment, they avoid making large investments in every emerging trend. Rather, they conduct small-scale tests by releasing limited quantities of new styles, assessing their sales performance, and only increasing production for the successful ones. By minimizing the inventory waste and ensuring they deliver what the customer needs. This strategy makes Snitch one step ahead of competitors like Zara, as their deadstock rates can be considerably greater.
The Advantage: More Styles, Less Waste, Faster to Market
More New Style More often:
The 25-day turnaround enables them to release more than 200 new designs monthly. This continues freshness, which leads to customer engagement and constantly discovering something new.
Reduced Deadstock:
They manufacture in limited quantities and replenish only the items that have been sold. They substantially decrease unsold inventory, which saves money and minimizes waste.
Catching Trends at Their Peak: Their quick thinking enables them to capitalize on trends as soon as they show up, providing their customers with the newest styles almost immediately.
Snitch supply chain goes beyond simple logistics. It provides a strategic resource that drives expansion guarantees. This strengthens their profitability and helps maintain their leading position in India’s dynamic fashion industry. It gives a perfect example of how to create an agile, efficient, and exceptionally effective operation in today’s retail scenario.
Marketing Strategy – Content, Community, and Credibility
As we have discussed, Snitch operates both online and offline stores, a swift supply chain, and a business model. Snitch doesn’t believe in spending large sums of money on traditional advertising, so that is where the marketing strategy lies. Their marketing strategy didn’t focus on spending money; they built brand connections by focusing on relevant content and building a strong community. This proves that brands that spend huge amount of money can give you massive success but with clever and small amount can also give you great success, but it can connect through smart marketing.
Starting strong
When Snitch first launched in 2020, they didn’t rely on flashy, expensive ad campaigns. Their idea was pretty simple: earn trust and offer something valuable first. This “organic first” laid the foundation for building early traction.
Influencer: The Impact of Lesser-Known Voices:
This strategy played a significant role in Snitch’s initial growth. Instead of spending large amounts on traditional advertising, they implemented a smarter system where they would exchange products for content rather than paying high fees. They collaborated with 500 nano- and micro-influencers, offering them free clothes in exchange for social media posts. They targeted an audience that has around 10K-50K followers, is known for having a more engaged audience, and appears more genuine. This allowed them to keep advertising costs low while gaining visibility and reputation in a competitive marketplace.
Real Stories & Community Vibes:
Snitch recognize that individuals nowadays seeks authentic relationships. Their content team emphasizes on visuals and relatable, creating captions that resonates with young adults. Rather than just posting on social media, they focused on sharing stories. They actively promote user generated content by using hashtag like the #SnitchStyle hashtag, When custom ers showcase their own outfits. It create genuine excitement and serves as a compelling social proof- which to be honest feels more genuine than any advertisements.
Smart Moves: From TV Buzz to Online Storefronts
They initially developed organically, and Snitch recognized the right moment to boost their efforts and gain even greater visibility.
The Shark Tank Boost:
Their appearance on Shark Tank India was a pivotal moment for them. These gave a great market opportunity, rather than just for the investment. Although the show notably enhanced trust and visibility, showcasing Snitch to a vast national audience. When the episode aired nationally, they experienced a massive 3x increase in website traffic, and they took full advantage of the moment to build credibility and drive more direct sales. This is an excellent example of how appearances on television can provide a considerable boost to a brand’s presence in the market.
Marketplace Savvy:
Leveraging Major Sites as Advertising Platforms. Snitch views prominent online marketplaces such as Myntra and Ajio as more than just sales. They concentrate on popular fashion platforms, ensuring their product titles are optimized (for example, “trendy men’s shirts”), that they grasp how the platform’s algorithms interact with their inventory and reviews, and that their product images are visually appealing. The primary objective? To enable people to discover them on these large sites and, subsequently, hopefully, visit their app or website.
App:
The Snitch mobile app is more than just a shopping platform; it plays a key, crucial role in their marketing strategy. They provide tailored recommendations and special offers and communicate directly with their customers. Due to this, it enables managing the customer experience with the brand. It’s the platform through which they promote customer loyalty.
Physical Stores:
They designed their physical Stroes different from others. They pick their location strategically ((often in neighbourhoods where many of their online customers reside) so these places becomes a point where customers can come and experience brand’s cool, bold and new styles. These spaces serve not only as shopping destinations but also as unforgettable experiences that strengthen the familiarity and love people have for Snitch online.
Funding the Snitch Success Story
In the end, Snitch’s marketing success is less about the budget, but it is all about bringing cleverness and authenticity. By collaborating with influencers in innovative ways and building a strong community through user-generated content, employing aspirational narratives, and grabbing significant opportunities like Shark Tank, they have developed a brand that truly engages. In the end, Snitch’s marketing success is less about the budget, but it is all about bringing cleverness and authenticity. By collaborating with influencers in innovative ways and building a strong community through user-generated content, employing aspirational narratives, and grabbing significant opportunities like Shark Tank, they have developed a brand that truly engages. Their strategy demonstrates that in today’s rapidly moving landscape, building a customer base and achieving substantial growth require genuine connections, high-quality content, and patience—key role elements of effective branding.
Funding and Growth: The Capital Behind the Brand
Have you ever thought about how Snitch evolved from a mere concept into a prominent player in the fashion industry across the nation? It wasn’t solely about stylish apparel: it also involved strategic investment that drove remarkable growth. Snitch’s story serves as an example of how intelligent funding can boost a D2C fashion brand in the competitive market of India.
Shark Tank India: The First Breakthrough in 2023:
The Shark Tank Boost (2023): Snitch kicked off their funding journey in style. They received ₹1.5 crore for just 1.5% equity from all five sharks on Shark Tank India Season 2. This was more than simply financial gain; it served as a substantial endorsement and provided nationwide visibility that launched the brand into the spotlight. What a remarkable debut!
Series A Success (December 2023):
Following their success, Snitch received a notable $13.21 million (approx. ₹110 crore) in their Series A funding round. Institutions highly regarded their fast fashion business strategy and market potential, with IvyCap Ventures and SWC Global taking the lead in this round.
Massive Series B Infusion (May/June 2025):
Snitch achieved a significant milestone by raising an impressive $39.6 to $40 million in its Series B funding round. This series was led by 360 One Asset with ongoing support from existing investors like IvyCap Ventures and SWC Global, alongside the Ravi Modi Family Office (from Manyavar fame) and other angels. Snitch valuation₹2,500 crores ($294 million), reflecting an extraordinary fivefold increase in valuation! This certainly establishes Snitch as a key contender in the online men’s fashion industry.
Key Takeway from The Snitch Success Story
Snitch is not about selling clothes; They are developing a model for triumph on the ever – evolving landscape of online retail. Below are the core lessons and remarkable features that position Snitch as a brand to keep eye on, particularly for Genz fashion admirer and aspiring entrepreneurs:
Agile & Data-Driven Fast Fashion:
Snitch unique advantage in its spectacular Fast fashion cycle. They launch fresh designs on a weekly basis, and occasionally even daily, presenting over 3,000 styles annually! There quick adaptation to trends, driven by AI and data analytics in such as design and inventory, allows them to stay ahead of the competition and maintain strong relevance in trendy men’s apparel.
Mastering the Omnichannel Mix:
Although Snitch began its journey through online and understand the power of online how to reach audience through it. They started quickly increasing its physical footprint, targeting more than 100 stores by the end of 2025. These stores not only serve retail stores. They often serve as “dark stores” for processing orders, facilitating a smooth omnichannel shopping experience.
Customer-First Community Building:
Snitch strengthen its loyal fashion community through its Right strategy of Influencer marketing and its Snitch Brand Ambassador program. By giving focus to customer feedback and making them feel like they are part of brands journey. This strategy helps them to build trust and repeat buyer, which is crucial for any D2C business.
Profitability:
Despite their tremendous growth, Snitch has showcase their expectational financial growth crossing ₹240 crore in revenue with profits in FY24.Their cost-effective manufacturing process and integrated control system them to sustain profitability while rapidly scaling, anticipating revenues of ₹900 crore by FY26. As a result, they are among the most rapidly growing profitable D2C brands in India.
Strategic Diversification & Accessibility:
In addition to shirts and jeans. They have sensibly and diversified into different product categories into footwear, accessories, perfumes etc. They provide fashionable product at affordable prices, without compromising style that attract to wider audience particularly Millennial and Genz men seeking for easy to access fashion.
The Snitch story sets a high standard for Indian fashion firms in the digital era with its compelling journey of adaptation, strategic vision, and rigorous accomplishment.
