From Clicks to Counters: Snitch disrupting Indian fashion online and now on the ground

03 July, Mumbai 2025

In the ever-evolving Indian fashion space, where trends flicker and fade at the speed of a scroll, one homegrown menswear brand has carved a name for itself by turning this volatility into opportunity. Snitch, once a purely digital brand with an edgy Instagram presence and a flair for sharp, street-savvy tailoring, is now rewriting the rules of retail by stepping confidently into the offline arena.

From e-carts to cash counters, Snitch’s focus from Direct-to-Consumer (D2C) darling to omnichannel juggernaut is not just a business expansion—it's a reflection of changing consumer behavior, shifting market dynamics, and the need for tactile, human experiences in a digital-first world.

Digital-first, disruptor-driven

Founded in 2018, Snitch set out to address a glaring gap in India's fashion scene: stylish, premium-feel menswear that didn’t require deep pockets. With an agile design team and a direct-to-consumer model, Snitch quickly found traction among India's millennial and Gen Z men who craved individuality over conformity. “Our goal was always to be trend-responsive and deeply connected to the consumer,” said a company spokesperson. “The traditional retail model didn’t offer the agility we needed. With digital, we were able to introduce fresh collections as frequently as three times a week.”

By 2021, Snitch had turned its fashion-forward catalogue and fast-moving inventory into a powerful online engine. With over 1.2 million monthly website visits, 350,000 active customers, and Rs 6,000 lakh in online revenue, the brand had hit its first inflection point—success born purely out of screens, scrolls, and shares. The brand’s success was not just in sales but in building a community. Snitch's Instagram following exploded, becoming a hub for fashion enthusiasts, offering style tips, and engaging directly with the brand. This direct interaction proved invaluable, informing future design choices and strengthening brand loyalty.

Table: Early growth by the numbers

Retail, reimagined, the offline gambit

Despite the digital boom, the brand soon realized that it was missing out on a sizable segment of consumers—those who wanted to touch, feel, and try before they buy. For them, the move to offline wasn’t just a retail spin. It was an extension of their brand promise. They believe fashion is inherently tactile and wanted to bridge that emotional and sensory gap. In late 2021, Snitch launched its first physical store in Bengaluru. What started as an experiment quickly turned into a signal: physical retail, if done right, could amplify—not cannibalize—its online play.

Snitch adopted a hybrid model, establishing both company-owned stores and strategic franchise partnerships to accelerate its footprint across key metropolitan and Tier-II cities. Snitch's omnichannel leap is a textbook case of digital synergy complementing physical growth. From just 10 physical stores in 2022, the brand is projected to cross 70 by the end of 2024.

Table: Snitch's Growth Metrics: Online & Offline Synergy

*Projected

Offline revenue is now expected to contribute a full third of Snitch's total business—a remarkable feat for a brand that existed only on screens just three years ago.

Flagship stories, community & conversions

Snitch’s approach to retail isn’t just about opening more stores—it’s about crafting retail experiences that matter.

Hyderabad, from store to style hub: In 2023, Snitch’s Hyderabad flagship set a new benchmark. Weekly “Style Sessions,” featuring local influencers and in-house stylists, transformed the space into more than a showroom—it became a cultural destination. This translated into a 30 per cent higher average order value (AOV) and a 15 per cent uptick in repeat visits within just three months.

Pune, where online meets offline: In Pune, 40 per cent of in-store shoppers had previously interacted with the brand online. What followed was a two-way flow: 25% of first-time walk-ins ended up purchasing online later, demonstrating how physical retail can drive digital conversions. Features like QR-code product information and a unified loyalty program sealed the loop, creating a truly seamless omnichannel journey.

Snitch’s brick-and-mortar blueprint also includes aggressive penetration into Tier-II cities—Mysuru, Indore, Vizag, and Coimbatore, among others—where fashion-conscious youth are emerging as a new growth engine. Through a mix of company-owned and franchise-led stores, Snitch is balancing operational control with rapid reach. What sets the brand apart is its refusal to treat Tier-II expansion as second-tier. These stores are being launched with the same design aesthetic, visual merchandising standards, and customer engagement efforts as their metropolitan counterparts.

As Snitch gears up to become a pan-India force, the road ahead is filled with bold ambitions. The company is exploring international markets, starting with the Middle East and Southeast Asia—regions where the Indian diaspora and youth-driven fashion culture are fertile ground. Additionally, there are plans to diversify into adjacent categories like accessories, footwear, and even grooming. “We’re not just building a menswear label,” said the spokesperson. “We’re building a lifestyle brand—one that reflects the energy, speed, and aspirations of modern India.”

A new-age playbook for D2C success

Thus Snitch’s story underscores a larger shift in India’s retail landscape. Digital-first brands are no longer content to live only in the cloud. As consumers seek blended experiences, the smartest disruptors are finding ways to meet them both online and offline—with equal authenticity and agility.

In blending the ease of e-commerce with the intimacy of in-store, Snitch is not just evolving—it’s leading. For every startup dreaming of scale, Snitch is a case study in what’s possible when a brand listens closely, adapts quickly, and dares to touch the real world—without ever losing sight of its digital DNA.

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