How Tech-Infused Threads Define Snitch's Journey to Prominence

In the dynamic world of fast fashion, where trends change in the blink of an eye, Snitch has emerged as a beacon of innovation and style. Founded three years ago by Siddharth Dungarwal, Snitch is not just a brand; it's a revolution in men's fashion. In a recent conversation with the founder, we delved into the brand's inception, its technological prowess, retail strategies, and the vision for the future. In a conversation with indianRetailer Siddharth Dungarwal, the Founder of Snitch indulges in talking about Snitch, his brainchild offering an insight to the customers on the ongoing journey of the brand. He states, “Snitch is a homegrown brand backed by innovation, international trends, and affordability. We're here to stay and grow in every corner of India."

This Men’s direct-to-consumer (D2C) fashion brand recently raised Rs 110 Cr ($13.19 Mn) in a Series A funding round co-led by SWC Global and IvyCap Ventures. The Bengaluru-based D2C brand will use the fresh capital to scale up its talent and technology, as well as to build an offline retail strategy.

With this infusion, IvyCap’s cofounder and managing partner Ashish Wadhwani will join the Snitch board. Set up in January 2019 by Siddharth Dungarwal, Snitch started its journey as an offline retail brand. A year later, Covid-19 changed the face of physical retail forever and so the brand pivoted to online sales.

Bridging the Generation Gap

"The Gen Z and millennials were not getting associated with the sort of brands available. Snitch was our answer to this gap," states Siddharth Dungarwal, Founder of Snitch, states.

Snitch, a men's fast fashion brand, was born out of the realization that Gen Z and millennials were not connecting with the existing brands in the market. The founder further adds, "Imagine a 21-year-old opting for traditional brands; there was a significant gap that needed attention." Snitch aimed to bridge this generational divide, becoming the voice of the youth in the fashion space.

Redefining Men's Fashion

Traditional brands and international giants dominated the market, but Snitch carved its niche by blending international trends with an understanding of Indian body types and weather conditions. Dungarwal emphasizes, "We want to fulfill the gap between international and Indian brands, integrating technology into our supply chain for efficiency." The brand launches an impressive three to five styles every day, a feat enabled by a robust backend supply chain.

He further adds, "We aim to bridge the gap between international trends and Indian conditions, offering innovation in the fashion space with a tech-driven supply chain."

Snitch's Digital Arsenal

Snitch's technological edge is evident in its in-house tool that provides real-time insights into product performance, inventory levels, and consumer behavior. Dungarwal elaborates, "We've created detailed dashboards that analyze what colors, styles, and patterns resonate with our audience." Looking ahead, Snitch is testing augmented reality integration on its website for an immersive shopping experience.

Its in-house tools give the brand real-time insights into consumer behavior, helping it stay ahead of trends. Augmented reality is the next frontier that Snitch is exploring.

While Snitch began with men's apparel, it's expanding its horizon within the category. Dungarwal affirms, "We are launching subcategories like fragrance, sunglasses, and footwear. The focus remains on enhancing the men's fashion experience with occasional wear like blazers and tuxedos." Snitch aims to become the one-stop destination for men's fashion needs.

Customer-Centric Approach

At the core of Snitch's values is an unwavering commitment to customer experience. Dungarwal emphasizes, "Customer experience means everything to us, from packaging to post-purchase interactions." The brand constantly innovates in-house technology to elevate customer satisfaction, ensuring a seamless journey from browsing to unboxing.

Dungarwal states, "Customer experience is our top priority. We focus on every touchpoint, from packaging to post-purchase, to create a seamless experience."

Staying updated with ever-evolving trends is a continuous learning process for Snitch. Dungarwal reveals, "Our ability to swiftly bring fashion to market is our game-changer. While brands take months to launch a product, we do it in days." Snitch's robust supply chain enables rapid adaptation to changing trends, ensuring they are always a step ahead in the fast-paced fashion industry.

The Blend of Online and Offline

Initially a D2C brand, Snitch recently stepped into the offline realm. Dungarwal believes in the synergy of online speed and offline stability. He explains, "E-commerce is for speed, and offline is for stability. We noticed a significant boost in average order value and reduced returns when we ventured into retail."

The founder further emphasizes, that E-commerce is for speed, and offline is for stability, adding that retail expansion aims to bring the brand closer to consumers, providing a touch-and-feel experience.

Sustainable Fashion: A Responsible Choice

In an era where sustainability is gaining prominence, Snitch is committed to eco-friendly initiatives. Dungarwal mentions, "We've introduced chemical-free washing, discarded poly bags for corn starch bags, and innovative seed paper tags. Sustainability is not just a choice; it's our responsibility."

He continues to add, "Sustainability is at the core of our initiatives, from chemical-free washing to eco-friendly packaging. It's not just a choice; it's our responsibility."

Future Roadmap

As Snitch ventures into retail spaces, the brand plans to open at least seven to eight new stores in the current financial year, with a vision to reach 20 stores annually in the coming years. Dungarwal envisions Snitch as India's number-one men's fashion brand in five years, emphasizing a focus on Indian markets before contemplating international expansion.

With its focus being India, the brand envisions being India's top men's fashion brand, and foresees tremendous growth potential in the Indian market.

As we conclude our conversation with Siddharth Dungarwal, the founder of Snitch, it's evident that Snitch is not just a fashion brand; it's a cultural force, a blend of innovation, customer-centricity, and a commitment to responsible fashion. The journey from a D2C startup to a multi-million ARR brand is a testament to Snitch's unwavering dedication to redefining men's fashion in India. With a retail expansion, technological innovation, and a sustainable ethos, Snitch is set to etch its mark on the canvas of the fashion landscape for years to come.