A 21st-century fashion station for the millennial generation, ‘Made in India, For the World’, Snitch is a men’s apparel startup brand growing in leaps and bounds. Encapsulating inspirations from around the globe, the company designs styles in response to the latest trends. Bindu Gopal Rao in conversation with the founder talks about how the brand started and more.
The Story behind Snitch
Siddharth R Dungarwal, the founder of Snitch explains why he chose the name, “We have always known the word ‘Snitch’ in a negative light. So, we took it and turned it into something cool and quirky. That was the idea behind our name. Who knew that our customers would grow to use the word as a verb too? So, now we Snitch on trends.” Dungarwal introduced Snitch as a B2B company in 2018 with a vision to meet the latest fashion demand for men daily. Later in 2019, the company moved to the D2C model and launched its website with just 30-35 products. Envisioned as a fast fashion brand in India, Snitch now delivers world-class trends, designs and fashion daily.
Snitch is not just a product-selling brand, instead, they narrate the story of fast fashion. “Most apparel brands make collections as per seasons. To break the norm of a limited collection, we design and produce fashion daily. Now the company has built a robust system from designing a product to making it available for sale in less than 20-25 days,” says Dungarwal.
The strategy is paying off as they registered a 100 per cent growth in FY 2021 – 22. “I believe that if your only competition is yourself, then nothing can stop you. Our ability to adapt to the changing environment has led to this kind of growth. We started as a small startup, but our dreams have always been to acquire a big name in the industry,” says Dungarwal. With consistency as the key, the team plans everything and never misses out on adapting to the latest technology. Having employed proactive personnel, the team has developed an online community and kept producing quality clothing for their customers.
In the age of Tinder and Instagram, everyone wants to look trendy, and men are generally left behind. Catering to such fashion needs specifically for men, Snitch was started to fulfil the fashion and styling needs of men. “Meanwhile, running the race of limited collections, the majority of fashion brands tend to forget that the end customers seek the latest styles and trends at affordability. Keeping such exotic fashion choices and price factors in mind, Snitch is a limitless and experimental fashion brand that offers a quirky and outlandish range of everyday staples like formals, party wear, leisure wear, and much more that gives the brand a runaway success in India in the men’s apparel category,” says Dungarwal.
The organization has a clear focus on customer satisfaction and believes that the kind of service they receive from the brand when things go wrong is important. Snitch also ensures that men must not compromise in style choices by adopting a thoughtful approach to advocate sustainable fashion. A whole new landscape of recycled and upcycled fabrics has enabled Snitch to create fashion pieces for our customer base that have a minimum impact on the environment. “With end-to-end technology that helps in the manufacturing process, we use tools that help us forecast trends that are later converted into the final design. We use ERP tools to help in the overall production/ manufacturing process,” says Dungarwal.
Fashion is a nonstop industry, and the team is always on their toes to ensure they offer the latest fashion that is liked by their target audience. This, however, also has its own challenges. “Tapping into trends and designing our collections based on the latest fashion choices is quite a challenge. We also face many technical challenges on the front be it delivery related, production centric or return/ sizing issues faced by customers that we are trying to nullify,” says Dungarwal. Since Fashion is meant for every body type, Snitch Plus is a collection provisioning plus sizes (2XL – 5XL) offering an unconventional style statement for men of all sizes. It brings out the best of personalities through the transformative power of fashion. The brand recently introduced Snitch Luxe, personifying sartorial elegance inspired by the rich standard of Egyptian Cotton as the world’s finest, to deliver craftsmanship in classic and luxury forms.
Looking ahead, Snitch aims to cross the turnover of 350-400 crores in the next 3-4 years. The company wishes to expand into the women’s apparel segment as well. Snitch is planning to open 6 to 8 digital experience stores across India in the next six months for an offline – digital experience. Their stores (500-800 square feet) will open soon in Delhi-NCR, Karnataka, Telangana, and Maharashtra. So let’s say cheers to men’s fashion, shall we?