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Snitch: Emerging Men’s Clothing Brand In D2C Market

Priyanka Tanwer
Priyanka Tanwer Jul 04 2022 - 4 min read
Snitch: Emerging Men’s Clothing Brand In D2C Market
The idea of production came when one of the deals of Siddharth did not go well and everything was stuck. He said that he had borrowed money to buy fabric to deliver further but somehow the deal was not successful.

When every online retail brand is producing clothes according to the seasons, Siddharth R Dungarwal, founder of men’s apparel brand ‘Snitch’ came up with an idea of producing new clothes on daily basis so that people find new designs every day. According to Siddharth, this idea came after long struggle as he said he started his own retail store in Bengaluru when he was in college.

“This started in 2009, I was in college when I started my own retail store. I used to procure factory leftovers and sell them into retail. After sometime the store started doing really well and many other retailers started approaching me for the stocks and then I went into trading,” he said.

The idea of production came when one of the deals of Siddharth did not go well and everything was stuck. He said that he had borrowed money to buy fabric to deliver further but somehow the deal was not successful.

“The factory from which I had bought the fabric to sell further, they held back the fabric for few months due to audit and the person I had to deliver refused to take it as it was too late. So, I was left with the fabric to sell nowhere. Then one retailer in Mumbai approached me for readymade shirts out of that fabric. I was unaware of the process of production but somehow I prepared shirts and delivered. It worked for us,” he said.

He said while doing this for 10 years, he observed that every brand was following same pattern and was selling clothes according to season. “I thought why not produce clothes for every day and that’s how the idea came up for Snitch where we produce new patterns every single day. You’ll find five to six products everyday on the website,” he added.

The brand was started with a team of four members with 35 products on the website in 2020 and now it has launched its own app and has over 1,800 orders from the website. It has conversion rate of 3 per cent.

“The journey has been a roller coaster ride. It has been from zero to here. Last year we recorded 48 crore of turnover and this year are aiming over 90 crore revenue,” Siddharth told Opportunity India.

Speaking about the inflation, he mentioned that the inflation is ‘very temporary’ “It would fade away in the next two or three quarters. It has not impacted the business overall but the price of cotton has gone up and supply has become a little challenging but I think it would sorted soon,” he said.

He further added, “The sales has not been affected and the business is growing 10-12 per cent month on month.”

Snitch founder said that the company had no plans to collaborate with any other brand so far and it is focusing on the men’s section. It will move to women fashion in the near future.

On the front of packaging, when the single-use plastic has been banned in India, Snitch came out to be prepared as it was practicing corn packaging for the long time.

“We are already in the corn packaging which is made up of corn starch. Also, we are using 100 per cent eco-friendly boxes for it. Our 70-75 per cent packaging is non plastic and in the next two to three quarter it would be 100 per cent. Also, we are producing recycled fabric and trying to see how we can achieve sustainability into fashion industry. Recently we have launched innerwear which is 100 per cent made of recycled fabric,” he said.

Siddharth said that after getting into the business, everyday has been a learning lesson for the team. Advising budding entrepreneur he said, “Coming from very different background, D2C e-commerce is completely opposite flip for us. This is our mantra at Snitch to make sure we don’t lose out on perseverance while we stick to delivery fashion on every single day.”

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