From Lockdown to Launchpad: How Snitch Transformed Pandemic Challenges into India’s Fastest-Growing Men’s Fashion Brand

In the heart of Bengaluru’s bustling textile district, Siddharth R Dungarwal stood amid rows of unsold shirts, the silence of the pandemic lockdown echoing in his small warehouse. Just a year before, in January 2019, Siddharth had launched Snitch a B2B men’s apparel brand—armed with a vision to redefine fashion for India’s modern man. He was no stranger to the industry, with nearly a decade of experience in textile manufacturing and a family background in retail. But nothing had prepared him for the storm that 2020 would bring.

Snitch began as a behind-the-scenes supplier, creating stylish menswear for other retailers who would rebrand and sell the pieces. Siddharth’s sharp eye for trends and quality meant his products often flew off shelves just not under his own name. One day, he noticed a shirt he’d manufactured for ₹300 selling for ₹1,200 in a store under another brand. That moment sparked a realization: “We were doing all the work, and someone else was getting all the credit and margin.” He knew then that he wanted to build something of his own, a brand that would carry his vision and name.

The business was gaining traction—until the world shut down. As India went into lockdown, Snitch’s B2B orders vanished overnight. Siddharth was left with a warehouse full of inventory and a team of four, facing an uncertain future. But where others saw disaster, Siddharth saw opportunity. He quickly pivoted, launching Snitch as a direct-to-consumer (D2C) brand with just 30 designs and a Shopify website. Within an hour of going live, the first sale came in. By the end of the week, they were averaging 70 orders a day.

Snitch’s new D2C model was built on speed, agility, and a relentless focus on the fashion-forward Indian man aged 18–35. The brand released new designs daily, producing small, limited-edition batches that sold out quickly. This approach not only minimized unsold stock but also kept customers coming back for the latest drops. The name “Snitch” itself was a playful nod to the idea of “snitching” on the latest trends and delivering them to style-conscious, budget-savvy Gen Z and millennials.

The gamble paid off. In its first month as a D2C brand, Snitch recorded ₹31 lakh in sales. The brand’s website soon accounted for 95% of orders, and the company scaled rapidly expanding from a 200-square-foot warehouse to a 15,000-square-foot facility, with over 1,000 products and 900 daily orders within a year. Snitch’s bold prints, coordinated sets, and trend-driven collections resonated with young men across India, filling a gap left by traditional, slower-moving brands.

Siddharth’s vision was clear: to build Snitch as the “Zara of India,” a homegrown fast-fashion powerhouse that combined global inspiration with local sensibility. The brand’s rapid growth and innovative approach soon caught national attention, culminating in an appearance on Shark Tank India, where all five “sharks” invested in Snitch—a testament to its potential and performance.

Today, Snitch stands as a symbol of resilience and reinvention. From humble beginnings and pandemic-induced adversity, it has become a leading force in Indian menswear, with plans to open over 100 offline stores and expand globally in the coming years. Siddharth’s journey with Snitch is a story of seizing opportunity in crisis, listening to the pulse of the market, and daring to build something new when the world stood still.

Insights

Snitch’s meteoric rise in the Indian men’s fashion market is rooted in its ability to spot and fill a gap: fast, trend-driven, affordable menswear for Gen Z and millennials. The brand’s D2C model, rapid design refreshes (35 new styles daily), and strong digital presence have enabled it to build a loyal customer base and achieve impressive repeat purchase rates—over 40%. Strategic influencer collaborations and data-driven inventory management have allowed Snitch to stay agile and relevant in an ever-evolving market.

Lessons Learned

Snitch’s journey offers several powerful lessons for aspiring entrepreneurs and established businesses alike. First, agility is everything being able to pivot quickly in response to market disruptions, like the pandemic, can mean the difference between survival and failure. Embracing a digital-first mindset and leveraging technology for everything from inventory management to customer engagement is crucial in today’s fast-paced world. The importance of understanding your target audience cannot be overstated; Snitch’s success lies in its deep connection with young, fashion-forward consumers and its ability to deliver exactly what they want, when they want it. Additionally, building a brand in a crowded market requires bold marketing, authentic storytelling, and a willingness to take calculated risks. Most importantly, Snitch’s story highlights that resilience, adaptability, and a relentless focus on innovation are key ingredients for long-term growth and industry leadership.

Challenges Faced

1. Supply Chain Agility: Maintaining a fast-fashion cycle required rapid sourcing, production, and logistics, all while ensuring quality and affordability.

2. Brand Recognition: Breaking into a market dominated by global giants like Zara and H&M meant Snitch had to invest heavily in branding, influencer partnerships, and digital marketing to build trust and visibility.

3. Scaling Operations: As demand surged, Snitch faced the challenge of scaling its tech, warehousing, and customer support without losing its agility or customer-first ethos.

4. Pandemic Pivot: Snitch launched just before the COVID-19 pandemic, which forced a sudden shift from offline retail to an online-only D2C model. Adapting quickly to this new landscape was crucial for survival and growth.

Growth Up to 2025

By 2025, Snitch has:

1. Surpassed ₹500 crore in revenue, growing from ₹25 crore in 2020 to ₹243 crore in FY24 alone—a 127% revenue surge in one year. Expanded from a digital-first brand to a major omni-channel player, operating over 50 stores nationwide with a target of 100 by the end of 2025.

2. Established a flagship 10,000 sq. ft. store in Bengaluru and made high-profile debuts in cities like Delhi and Chennai, boosting both offline and online sales.

3. Secured an all-shark deal on Shark Tank India, gaining not just funding but also credibility and mentorship from top industry leaders.

4. Built a robust tech and analytics backbone, enabling data-driven design and inventory decisions, and cemented its reputation as one of India’s top D2C fashion brands for men.

Conclusion

Snitch’s journey from a pandemic-era pivot to a ₹500 crore powerhouse is a testament to the power of agility, digital-first thinking, and relentless customer focus. By continually refreshing its collections, leveraging influencer marketing, and expanding both online and offline, Snitch has set new standards for Indian menswear. Its story underscores that with the right vision and adaptability, Indian brands can not only compete but also lead in the global fast-fashion arena.