In an exclusive interview with Indian Startup Times, conducted by Ramesh Chandra, the publication editor, Chetan Siyal, the Founding Member and CMO of Snitch, shared insights into the brand’s remarkable journey. Founded in July 2020, Snitch initially operated as a B2B brand in the manufacturing industry. However, the onset of the COVID-19 pandemic prompted a strategic pivot towards the online space. With his background in advertising, Chetan joined forces with Siddharth, the founder and CEO, to take Snitch online, marking the beginning of a transformative journey.
Q: Can you tell us about the inception of Snitch and how it transitioned into an online brand?
A: We started Snitch in July 2020 as a B2B brand focusing on manufacturing. When the COVID pandemic hit, retail suffered, and we saw an opportunity to pivot. We launched Snitch.co.in to take the brand online. My background in advertising and a strong friendship with Siddharth, the founder and CEO, led me to join the venture. We initially aimed for 10-20 daily orders but soon exceeded that.
Q: What made Snitch unique in the market, particularly in the men’s fashion segment?
A: We noticed a gap in the market for year-round, seasonless collections. While many brands focused on seasonal trends, we offered new styles daily. Our initial success with boxers surprised us, leading us to expand into a full range of men’s clothing, aiming to be a one-stop destination for men’s fashion needs.
Q: How has Snitch’s online and offline growth been since its inception?
A: Initially, we were an Instagram brand with organic growth. After moving into a factory, we expanded our reach. We have a significant online presence with over 616K Instagram followers and 2 million orders. We are also expanding offline, with plans to open more stores across India.
Q: What challenges did you face in starting Snitch, and how did you overcome them?
A: India’s cosmetics laws are strict, requiring products to be made in a factory, which was a challenge for my initial goal of making products from home. I had to invest in setting up a factory and getting FDA approval.
Q: How does Snitch plan to maintain its position as a prominent brand in the market?
A: We focus on a healthy mix of online and offline presence. Our strategy includes expanding our offline stores, offering new styles daily, and catering to various customer needs and occasions. We aim to stay relevant and accessible to our customers, positioning ourselves as a go-to destination for men’s fashion.
Q: How significant is Snitch’s customer base in terms of followers and regular buyers?
A: Snitch has a substantial online presence with approximately 616,000 followers on Instagram. Regarding orders, we have catered to over 2 million customers through our direct-to-consumer (D2C) channel alone, excluding marketplace sales. Currently, we receive approximately 5,000 orders per day on our website and an additional 5,000 orders through marketplace channels. This marks a significant increase from last year when we averaged around 4,000 orders on our website and approximately 3,000 to 3,500 orders through marketplace channels daily.
Q: Could you share Snitch’s financial growth trajectory since its inception?
A: Certainly. In our first year of inception, which concluded in the financial year 2021, we achieved a turnover of approximately 30 to 35 crores. The following year, our turnover significantly increased to 110 crores. As for the current financial year, we are on track to close at around 380 crores GMB (Gross Merchandise Business).
Q: What advice do you have for aspiring entrepreneurs in the fashion industry?
A: Take the leap of faith and start, even if you don’t know everything. Learn along the way and be open to new ideas and strategies. Building a successful brand requires persistence, creativity, and a deep understanding of your target audience.
Q: What are Snitch’s future goals and visions, particularly regarding expansion and product offerings?
A: We plan to expand internationally, starting with the UAE market. We also aim to continue our offline expansion, opening more stores across India. Additionally, we are exploring new product categories beyond clothing to offer a comprehensive lifestyle solution for men.
Q: How does Snitch engage with customer feedback, and how has it contributed to the brand’s growth?
A: Customer feedback is crucial for us. We use it to improve our products, services, and overall customer experience. It has helped us build customer loyalty and identify areas for growth and expansion.
Q: What sets Snitch apart from other men’s fashion brands, and how do you maintain customer loyalty?
A: Snitch offers a unique combination of trendy styles, affordability, and accessibility. We focus on providing a wide range of options for every occasion, catering to diverse customer needs. Our commitment to quality, customer service, and constant innovation helps us maintain customer loyalty.
Q: Can you share insights into Snitch’s market presence and customer base?
A: Maharashtra, particularly Mumbai, is our top market, followed by Bangalore, Hyderabad, and Delhi. We have a robust online presence, with over 5,000 daily orders on our website and marketplace channels. Our customer base includes over 2 million orders, and we have a significant following on Instagram.
Q: What inspired the name ‘Snitch,’ and how has it resonated with your brand identity?
A: The name ‘Snitch’ was inspired by a movie and was initially registered without a clear purpose. However, it has become synonymous with our brand’s identity, representing our mission to offer fresh, new styles daily and be a reliable source for men’s fashion.
Q: What advice would you give to founders or startups looking to enter the fashion market?
A: Take your time with everything. Start small, learn as you go, and be open to feedback and change. Building a successful fashion brand requires passion, perseverance, and a deep understanding of your target audience.
