Snitch: Redefining Men’s Fashion and Entrepreneurship in India

Shark Tank India has become a launchpad for innovative brands, and Snitch, a Bengaluru-based men’s fashion brand, has been a shining example. Known for its modern styles and targeted approach, Snitch has disrupted the men’s fashion space and showcased its potential with a valuation of ₹100 crore within just two years of being bootstrapped. This incredible growth story earned Snitch a rare collective investment from all five Sharks during its Shark Tank India appearance: ₹1.5 crore for 1.5% equity.

A Platform for Trust and Credibility
Siddharth Dungarwal, CEO and founder of Snitch, acknowledges the tremendous impact Shark Tank has had on emerging brands.
“Shark Tank is a phenomenal platform for building trust as a new brand. It provides a stamp of credibility that resonates with consumers,” he explains.

Even for brands that don’t secure investments, the show delivers unparalleled exposure and organic marketing worth ₹5-8 crore. Many brands capitalize on the “As seen on Shark Tank” label to build consumer confidence and brand visibility.

Snitch’s Growth Milestones
Snitch has made significant strides post-Shark Tank, from securing ₹110 crore in Series-A funding to entering new verticals and scaling its omnichannel strategy. Key achievements include:

Launch of physical retail stores in Jaipur (June 2023) and expansion to 35 stores across 15 cities by 2024.
Introduction of a redesigned Snitch 2.0 app, which now drives 70% of online revenue with over 2 million downloads.
Expansion into new product categories such as fragrances and accessories.
Launch of its maiden ad campaign, parodying Bollywood classics to emphasize fashion authenticity.
Financially, Snitch achieved ₹120 crore in revenue in FY23, reflecting a 250% growth from FY22’s ₹44 crore. The brand has consistently delivered over 100% year-on-year growth in revenue and profitability.

Omnichannel Strategy: Bridging Online and Offline
Snitch has adopted a dual approach to strengthen consumer trust. Its physical stores have not only enhanced consumer confidence but have also driven online sales in regions with strong offline presences.

Consumer Behavior:
Online shopping is visually driven.
Offline shopping is experiential, emphasizing touch, feel, and fit.
Offline stores have also increased the Average Order Value (AOV) by nearly twofold compared to online transactions.

Retail Expansion
By the end of 2025, Snitch plans to operate 100 stores nationwide, focusing on cities like Delhi, Hyderabad, Mumbai, and others. The NCR region alone will see 15-20 new stores in 2025, with significant growth in Kerala, Karnataka, and Maharashtra.

The company also plans to roll out a loyalty program on January 15, 2025, aiming to boost customer retention and engagement.

Competitive Landscape
While Snitch competes with global giants like Zara, H&M, and GAP, and Indian budget brands like Zudio (577 stores in 184 cities), Dungarwal emphasizes that the men’s fashion category offers a focused, high-conversion niche compared to broader lifestyle brands.
“Unlike Max or Westside, which allocate only 20-25% of their offerings to men, Snitch is exclusively dedicated to men’s fashion, simplifying the shopping experience and driving higher conversion rates,” he notes.

Marketing Strategy
Snitch has allocated 15% of its annual revenue to marketing. Its maiden ad campaign, conceptualized by BeenThereDoneThat (BTDT), parodies Bollywood blockbusters like Kabhi Khushi Kabhie Gham, Delhi Belly, and Go Goa Gone, using humor to highlight fashion and authenticity. This campaign not only builds awareness but also effectively targets competitors in the space.

The Road Ahead
With plans to expand both its online and offline presence, Snitch is positioning itself as a leader in the men’s fashion segment. Its exclusive focus on men’s apparel, combined with a strong omnichannel strategy, ensures a seamless shopping experience, making it a preferred brand for the modern Indian man.

Author: Sania Khan