Menswear brand Snitch sews all the sharks together – gives ‘King of Bling’ Anupam Mittal his own clothing line

• Swipea D2C menswear brand has landed an all-sharks deal Shark Tank Indiasecuring ₹1.5 crore for 1.5% equity from five judges.
  
• The brand’s limited edition ‘King of Bling’ collection introduces vibrant colors and patterns to menswear.
  
• Snitch is confident that it will be a ₹100 crore business in the current fiscal year.
  
• The fast fashion brand claims to use a sustainable mode by adopting a circular fashion business model.
  

Known as the ‘King of Bling’ Shark Tank India for his racy clothing choices, judge Anupam Mittal got his own fashion line on Snitch – one of the brands he invested in during the corporate reality show. Snitch is one of those rare companies that got an all-sharks deal on the show, securing ₹1.5 crore for a net worth of 1.5% of all five judges combined.

Mittal, the founder of Shaadi.com, even sat down with the team at Snitch and contributed to the process of introducing blingy shirts, vibrant floral designs, and colored striped T-shirts for men. called ‘King of Bling‘, the limited edition collection shows off a pop of colors and patterns not often seen in menswear.

https://londonbusinessblog.com/ India spoke to the founder of Bangalore-based Snitch, Siddharth R Dungarwalto learn more about the company that saw investment from all sharks – Anupam Mittal, Namita Thapar (Executive Director, Emcure Pharmaceuticals), Peyush Bansal (co-founder, CEO Lenskart), Vinita Singh (co-founder, CEO of Sugar Cosmetics) and Aman Gupta (co-founder and CMO of bOAt).

“Everyone wants a swipe right”

Bangalore-based direct-to-consumer (D2C) fast fashion brand Snitch was founded by Dungarwal in 2018 with the idea of ​​becoming India’s aspirational brand. The company ships more than 2,000 orders a day, Dungarwal said on the show. It sells menswear.

“An estimated 90% of clothing variations are offered in women’s clothing. We also wanted to offer variety for men’s clothing. A simple black T-shirt and jeans are indispensable these days. Men invest equally in improving their lifestyle. They want their clothes to reflect that,” Dungarwal, who is also CEO of Snitch, told https://londonbusinessblog.com/ India.

“In the digital age, especially with apps like Instagram and Tinder coming into the picture, nobody wants to repeat their clothes. Everyone wants a swipe right,” he added.

The sales of the fast fashion brand are on the rise. In fiscal year 2022, the company posted a four-fold increase in revenue to ₹44 crore from a year earlier. This fiscal year, it clocked in revenues of ₹10 crore during the November holiday season alone.

Men’s Self-Care: Upgrading Men’s Lifestyles

The company launched as a business-to-business (B2B) brand, but due to less demand during the pandemic, it turned itself into a D2C brand. Dungarwal, 35, revealed that self-care for men has grown rapidly since the pandemic. Mencentric brands have also successfully scaled up over the past 5-7 years, he added.

“Before Beardo came along, no one would have thought there was even a need for beard oil for men. I have worked with leading clothing brands before and noticed that they only make seasonal collections. There was no Indian brand that focused on fast fashion for men. We saw an opportunity here and dived in,” said Dungarwal.

Snitch also offers clothing for plus size men. Snitch, a ‘Make in India’ brand, recently moved into a 30,000 square foot manufacturing and warehousing facility in Bangalore.

“We want Snitch to be an aspirational brand and maybe not just for men in the near future. Snitch wants to be the Zara of India and in terms of price, we cost ₹300 more than a Max but less than Zara,” said Dungarwal.

Not ‘use and throw’

But fast fashion brands around the world – H&M, Forever 21, Zara, Shein to name a few – have criticized mass production of clothes at relatively low prices, capitalizing on people’s need to always be trendy . This regularly leads to a cycle of ‘wear, change and throw away’, making the model unsustainable. So, can a fast fashion brand claim to be sustainable? Dungarwal thinks so.

Snitch claims it is using a sustainable mode by adopting a circular fashion business model. The initiatives are called ‘Relove’ and ‘Resell‘, where users can sell Snitch clothing they no longer wear by uploading the details on the Snitch website.

“We were one of the first D2C brands to use plant-based chemical detergents. Our polybags are made from corn starch and clothing labels from recycled paper. In addition to organic cotton, much of our sportswear is made from recycled plastic. The entire fashion industry contributes to global emissions, not just fast fashion. We are also trying to improve the process of screening Snitch clothing that is resold through ‘relove’ on the website,” he said.

The brand plans to expand from its purely online presence to offline stores by establishing 8 digital experience stores across India in the first two quarters of 2023. Snitch is confident that it will be a ₹100 crore business in the current fiscal year.

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