When India went into lockdown in 2020, most apparel businesses hit pause. But Siddharth Dungarwal, founder of Snitch, did something bold: he pivoted overnight.
“I lost 100% of my revenue,” Siddharth recalled on a Think School podcast. “We had unsold stock, a team of four, and no buyers. But instead of waiting it out, we decided to sell directly to customers. It was survival.”
That survival instinct sparked one of India’s most explosive fashion success stories.
From B2B to D2C — Born Out of Crisis
Before Snitch, Siddharth ran a buying house — manufacturing clothes for big retail chains. The margins were thin, and the recognition was even thinner.
“A brand once bought 20,000 shirts from us at ₹300 each. I later saw them selling in stores for ₹1,200,” he said. “That’s when I realized — to own the margin and the customer relationship, I needed to own the brand.”
So in 2019, Snitch was born as a B2B label. But when COVID hit, orders vanished overnight. Revenue dropped to zero.
In July 2020, with just 30 products and a Shopify account, Siddharth re-launched Snitch as a direct-to-consumer (D2C) brand — operating out of a warehouse in Bengaluru.
“We didn’t know anything about D2C or digital marketing. We just had instinct and unsold stock,” he says. “But that decision changed our lives.”
The Fast-Fashion Engine: Built for Indian Men
While legacy brands took months to launch new styles, Snitch could drop new looks in weeks — thanks to full control over production and a laser focus on speed.
But it wasn’t just speed that made Snitch stand out. It was relevance.
“Most brands design for European bodies,” Siddharth notes. “We design for Indian men — and that’s why our clothes actually fit.”
Snitch drops 35 new styles every single day — over 1,000 a month. And its branding reflects its audience: bold, expressive, and unapologetically modern.
A Brand Built by Culture, Not Just Clothes
Snitch doesn’t just sell fashion — it lives it. Its Instagram feels like a friend’s account, not a brand’s.
“Our content team is all under 25,” Siddharth says. “They don’t ‘create’ content. They live it.”
From viral reels to street-style shoots, Snitch has nailed digital storytelling. It doesn’t chase trends — it defines them.
Omnichannel Play & Global Ambitions
With over 35 retail stores already, Snitch plans to reach 100 by 2025. And the strategy is working.
“When we open a store in a new city, online sales in that area go up 3x,” says Siddharth. “It’s not online vs offline — it’s omnipresence.”
And now, Snitch has its sights set abroad — targeting markets like the Middle East, US, and UK.
“Zara and Shein aren’t Indian. Why can’t the next big global brand come from India?”
The Real Competition? Boredom.
For Siddharth, the goal isn’t just to compete — it’s to stay ahead of attention spans.
“Zara isn’t my competitor,” he says. “My customer’s boredom is.”
By staying fast, fearless, and culturally tuned-in, Snitch isn’t just a brand — it’s a movement. And it’s only just getting started.
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