In the month of June, many startups have raised millions in funding, and most of the startups are in their early stages. But amongst all the startups, there is one startup that has grabbed attention and become the talk of the town. Any guess? What’s that? This company has raised INR 340 crore, and now it is valued at INR 2500 crore. Interestingly, the company was started in the year 2019. This company now reportedly generates INR 500 crore in revenue, and it was profitable. The startup we are talking about is “Snitch.” In a world where most Indian fashion brands focused on safe basics, Snitch chose to be bold, loud, and unapologetically different. With oversized shirts, eccentric prints, and fast fashion drops, Snitch didn’t just enter the men’s fashion market, but it disrupted it.
Snitch started as a B2B brand in January 2019, and it later became direct-to-consumer in July 2020. Siddharth Dungarwal, the founder, is originally from Bengaluru, and that’s where Snitch was born and continues to be headquartered. Before Snitch became a viral sensation, Siddharth Dungarwal was deeply rooted in the apparel business. He ran a B2B clothing business, manufacturing and distributing garments to retail chains and local sellers. While this gave him a strong grip on textiles, production, and margins, he didn’t have a customer-facing brand of his own. So, in 2020, Snitch has entered the D2C fashion brand exclusively for men. The brand has focused on fast fashion for Gen Z and millennials, street-style aesthetics and bold designs, affordable pricing with premium appeal, and also trend-driven collections. The company’s journey is so good that it went from INR 44 crore in FY 22 to INR 120 crore in FY 23 and INR 243 crore in FY 24, and as of recent financial results, they clocked INR 500+ crore in revenue. It’s a remarkable growth in this short span. But how did it all happen? Let’s dive deeper and understand.
- Building their own website and app: Most of the clothing brands focus on building the great product, and for distribution and sales, they rely on online marketplaces. But, unlike in the early days, they have built their own website and started selling it online. This really helped Snitch because it helps them in brand building and customer experience. By selling through their own channels, Snitch has been able to build a distinct brand identity and nurture a strong customer relationship. This direct approach allows them to control the entire customer journey from discovery and purchase to post-sale engagement.
- Focused on Fast Fashion: Fashion keeps on changing; every single week you find a new trend online, and interests keep on changing for people. During these fast-changing days, fast fashion is important, and there’s a gap. Snitch understood it clearly and didn’t follow the traditional Indian apparel cycle of seasonal launches. Instead, they adopted a Zara-like fast fashion model, dropping new collections every 10–15 days. This gave customers a reason to keep coming back and built a culture of “What’s new at Snitch this week?”
- Entering the offline market: After building a loyal, digital-first customer base, Snitch has entered the offline retail world. But unlike legacy brands that relied heavily on physical stores from the beginning, Snitch has followed a different style. It’s entered physical retail after achieving strong brand pull and profitability online. It also rapidly scaled the offline presence. It started with the stores in metro cities like Hyderabad and Bengaluru, but today it has more than 50 offline stores in various cities of India.
- Organic Marketing: Marketing is the key differentiator, and it changes the whole story of a brand. Snitch has mastered the art of marketing. It builds the organic content online, and that gets the organic reach. Snitch has focused on organic growth through Instagram Reels, creator collabs, and bold content. They’ve positioned themselves as a lifestyle movement, not just a clothing brand.
- Affiliate program of Snitch: Snitch’s affiliate program lets anyone earn money by promoting their products. You get a special link, share it with friends or followers, and earn a commission when someone makes a purchase. It’s a smart way to grow the brand while rewarding loyal fans and small influencers. It helps in reducing their CAC and increasing their customer base along with revenues.
While these are some of the key points that have resulted in Snitch becoming what it is today. There’s one more key event that we should talk about: the “Shark Tank” episode. This episode has really gotten the brand into the limelight it deserves. During that episode, Siddarth, the founder of Snitch, pitched to all the sharks, and he asked for INR 1.5 crore for a 0.5% equity, which values the company at INR 300 crore. The way he pitched was impressive because of the numbers and margins he mentioned. But after the discussions, it was one of the rarest moments on Shark Tank, where all the sharks joined together and offered INR 1.5 crore for a 1.5% stake, valuing the company at INR 100 crore. That actually changed the whole direction of Snitch, and today it becomes a brand with a valuation of INR 2500 crore in just 2 years.
In just a few short years, Snitch has gone from a quiet B2B operation to one of India’s loudest and fastest-growing fashion disruptors. What makes Snitch special is not just the numbers or the valuation. It’s the clarity of vision, the speed of execution, and the refusal to play it safe. For any founder who wants to build a modern and loved brand, Snitch is more than just a success story. It’s a real example of how bold thinking and smart execution can create something big.
Also read: The Invisible Asset That Builds Billion-Dollar Businesses
