Anupam Mittal, famously known as the ‘King of Bling’ on Shark Tank India, has collaborated with the men’s apparel brand Snitch to launch his own fashion line. This collaboration marks a significant milestone for Snitch, which secured a rare all-sharks deal on the show, raising ₹1.5 crore in exchange for a 1.5% equity stake from all five judges.
Named after Mittal himself, the ‘King of Bling’ collection features vibrant floral patterns, colorful striped t-shirts, and blingy shirts, adding a splash of colors and patterns not commonly found in men’s clothing.
Siddharth R Dungarwal, the founder of Snitch, shared insights into the company’s journey and its unique positioning in the fashion industry. Founded in 2018, Snitch aims to become India’s aspirational brand by offering a diverse range of men’s clothing. Dungarwal highlighted the increasing demand for variety in men’s fashion, driven by a desire to upgrade lifestyles and make a statement in the digital age.
The company’s direct-to-consumer (D2C) model has been instrumental in its success, with Snitch shipping over 2,000 orders daily. Dungarwal emphasized the importance of self-care for men, noting the growing popularity of men-centric brands and the evolving fashion landscape.
Despite starting as a business-to-business (B2B) brand, Snitch pivoted to D2C amid the pandemic, capitalizing on the surge in demand for online shopping. The company’s focus on fast fashion, coupled with a commitment to inclusivity, has resonated well with consumers.
Snitch’s recent financial performance reflects its growth trajectory, with sales soaring to ₹44 crore in fiscal year 2022, marking a four-fold increase from the previous year. The brand’s success during the festive season further underscores its market appeal and consumer acceptance.
Looking ahead, Snitch aims to expand its reach by opening digital experience stores across India, offering consumers a blend of online convenience and offline engagement. With a focus on sustainability, Snitch is pioneering initiatives such as ‘Relove’ and ‘Resell’ to promote circular fashion and reduce environmental impact.
Despite challenges posed by the fast fashion industry’s reputation, Snitch remains committed to sustainability, incorporating eco-friendly practices into its operations. With ambitious growth plans and a dedication to innovation, Snitch is poised to become a ₹100 crore business in the current fiscal year, solidifying its position as a leading player in India’s fashion landscape.
