Menswear brand Snitch stitches all sharks together – Gave ‘King of Bling’ Anupam Mittal his own fashion line

• complainmenswear brand D2C is getting an all shark deal Indian Shark Tanksecuring 1.5 crore for 1.5% equity of the five judges.
  
• The limited edition ‘King of Bling’ collection introduces vibrant colors and patterns to menswear.
  
• Snitch believes it will be a 100 crore business in the current fiscal year.
  
• The fast fashion brand claims to use sustainable fashion by adopting a circular fashion business model.
  

Known as the ‘King of Bling’ in Indian Shark Tank for her spirited outfit choices, judge Anupam Mittal got her own fashion line in Snitch – one of the brands she has invested in in the reality show business. The Snitch was one of the rare companies to land an all shark deal on the show, earning 1.5 crore for 1.5% equity of the five judges combined.

Mittal, founder of Shaadi.com even sat down with the Snitch team and contributed to the process introducing blingy shirts, vibrant floral patterns, and colorful striped shirts for men. Named ‘King Bling’, this limited edition collection offers splashes of color and pattern, not commonly seen in menswear.

Business Insider India spoke with Bangalore-based Snitch founder Siddharth R Dungarwalto dig deeper into companies that see investment from all sharks – Anupam Mittal, Namita Thapar (executive director, Emcure Pharmaceuticals), Peyush Bansal (co-founder, CEO of Lenskart), Vineeta Singh (co-founder, CEO of Sugar Cosmetics) and Aman Gupta (co-founder and CMO of bOAt).

‘Everyone wants the right friction’

Bangalore-based direct-to-consumer (D2C) fast fashion brand Snitch was founded in 2018 by Dungarwal with the idea of ​​becoming an aspirational Indian brand. The company delivers more than 2,000 orders a day, Dungarwal said at the event. It sells men’s clothing.

“It is estimated that 90% of the variety of clothing is offered in women’s clothing. We also want to offer a variety of menswear. A simple black t-shirt and jeans are not appropriate right now. Men are equally invested in improving their lifestyles. They want their clothing to reflect that,” Dungarwal, who is also the CEO of Snitch, told Business Insider India.

“In the digital age, especially with apps like Instagram and Tinder, no one wants to redo their clothes. Everyone wants proper friction,” he added.

Sales of fast fashion brands have increased. In fiscal 2022, the company posted a fourfold increase in sales to 44 crore from the previous year. This fiscal, recorded sales of 10 crore in the November festive season alone.

Self-care for men: Improving men’s lifestyle

The company launched as a business-to-business (B2B) brand, but due to reduced demand during the pandemic, it transformed itself into a D2C brand. The 35-year-old Dungarwal revealed that since the pandemic, self-care for men has come a long way. Men-centric brands have also managed to scale up in the last 5-7 years, he added.

“Before Beardo came, no one imagined that there was even a need for beard oil for men. I have previously worked with leading clothing brands and noticed that they only build collections based on the seasons. No Indian brand focuses on men’s fast fashion. We saw an opportunity here and jumped in,” said Dungarwal.

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

“We want Snitch to be an aspirational brand and perhaps not limited to men anytime soon. Snitch wants to be Zara India and in terms of price points, it’s 300 more expensive than Max but cheaper than Zara,” said Dungarwal.

Don’t ‘use and throw away’

But fast fashion brands around the world – H&M, Forever 21, Zara, Shein to name a few, have drawn criticism for mass-producing clothing at relatively low prices, and capitalizing on society’s need to always be on trend. This regularly leads to a ‘use, replace, and throw away’ cycle, making the model unsustainable. So, can a fast fashion brand claim to be sustainable? Dungarwal thought so.

Snitch claims to embrace sustainable fashion by adopting a circular fashion business model. The initiative is called ‘Relove’ and ‘Relove’.Resale‘, where users can sell Snitch clothing they no longer wear, by uploading the specifications on the Snitch website.

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

The brand plans to expand beyond its purely online presence to offline stores by setting up 8 digital experience stores across India within the first two quarters of 2023. Snitch believes it will be a 100 crore business in the current fiscal year.

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