Indian Brand SNITCH goes Online to adapt to Pandemic

SNITCH, an India-based men’s fashion brand, adapted to the Covid-19 pandemic by moving online. Its CEO explained the process.

Indian Brand SNITCH goes Online to adapt to Pandemic f

"Our company’s name means to snitch on trends"

Fashion brand SNITCH makes clothes for the “fashion-forward modern man”.

But during the Covid-19 pandemic, the brand expanded to the online space, direct-to-consumer (D2C), in order to reach more customers.

It now delivers to more than 20 states in India.

SNITCH was founded in January 2019 by Siddharth R Dungarwal as a business-to-business (B2B) brand.

However, the pandemic hit and SNITCH was forced to adapt in order to survive.

Siddharth explained: “The pandemic hit us hard and we were stuck with a huge inventory as our B2B business was down.

“We wanted to make the best of this opportunity and immediately went online and started operating as a D2C brand.”

SNITCH now operates across D2C and B2B.

Taking inspiration from around the world, the brand offers clothes for men aged between 18 and 35.

Siddharth told Your Story: “Our company’s name means to snitch on trends and deliver pep, mostly to Gen Z and X, who tend to be money conscious but are eager to be trendy.

“Apart from that, the objective is to consistently deliver trend-right products plus finest quality at appealing prices.”

The website was launched in June 2020 and it started with a team of four members and 40 products. It now offers more than 1,000 products.

Siddharth says: “We had our first sale within one hour of the website getting live.

“And we hit 70 orders per day in a week. It’s been 10 months now.

“We have more than 1,000 products live, 20,000 visitors per day, a conversion rate of 3.5%, and an average of 900 orders per day with 35% returning customers.

“We are looking to double the order volume within the next six months.

“We started with a 200 sq ft warehouse in our current office and within a few months of inception moved to a 15,000 sq ft warehouse, which is solely handled by our team.

“Orders are mostly shipped within 24 hours.”

SNITCH was launched by Siddharth, with backing from his family.

Nearly Rs. 5 Crore (£480,000) has been invested within a 10-month period.

SNITCH started the first month with Rs. 31 Lakh (£29,000) in sales and grew to around Rs. 4 Crore (£385,000) in March 2021.

From online sales, the fashion brand has a current turnover of Rs. 23 Crore (£2.2 million). It looks to grow 20-25% per month.

Siddharth continued: “The month-on-month sales growth has been consistent at 25% since inception.

“The average order value grew from Rs. 1,200 (£11) per order to Rs. 1,600 (£15) per order.”

Siddharth said that in the first month of its website, SNITCH received slightly more than 2,000 orders.

In March 2021, this increased to 24,000 orders.

He said: “In order volume, the month-on-month growth has been over 20%. RTO and returns constitute to 30% of total orders.”

India’s market for men’s fashion continues to grow at a fast rate.

It is dominated by brands such as Raymond, Peter England, Woodland, Van Heusen, Louis Philippe, and Allen Solly.

However, smaller brands are growing in popularity.

For the future, SNITCH intends to expand, both online and offline, and reach out to new groups of customers, nationally and internationally.

Most orders come from Hyderabad and Bengaluru, accounting for 17% and 8% of the total revenue respectively.

Siddharth added: “Pune, Mumbai, and Delhi hold five percent each of the total revenue while cities like Ahmedabad, Patna, Lucknow, Chennai, and Indore contribute 3% each.”

In the next 12 months, Siddharth wants to make SNITCH available on more recognised platforms and increase the order volume by at least 2,000 per day.

The company also plans to open up to five flagship stores by 2022.

Siddharth said: “We are also focusing on strengthening our B2B business.

“We are building an app via which retailers can buy our merchandise with just a few clicks.

“The expected sales for fiscal 2021-22 are about Rs 50 crore through D2C and B2B channels.

In terms of fashion, SNITCH plans to add new products like fragrances, accessories and more plus-size clothing.

On funding, Siddharth said: “The company is currently sustaining. We will explore raising funds in the near future.”

Dhiren is a journalism graduate with a passion for gaming, watching films and sports. He also enjoys cooking from time to time. His motto is to “Live life one day at a time.”