Marketing Strategy of Snitch 2025: How a B2B Label Became a D2C Rocketship in Indian Menswear

About Snitch

Snitch was founded in 2019 by Siddharth Dungarwal in Bengaluru. Initially a B2B apparel business, Snitch changed its model during the pandemic when demand for wholesale dropped. This shift to D2C led to faster growth, allowing them to reach customers directly.

The brand aims to become “the Zara of India” by offering stylish, affordable menswear to young men, mainly from Millennials and Gen Z. Snitch raised $53.5M over multiple rounds, with investors like IvyCap Ventures, SWC, and Venture Garage.

Marketing Objective or Business Challenge

Core objective: Become the go-to brand for trendy, affordable menswear in India.

Challenges faced:

• Pandemic impact on B2B: The wholesale channel slowed, forcing a shift to D2C.
• Inventory risk: Fast fashion needs accurate trend forecasting to avoid dead stock.
• Competitive market: Competing with well-established brands on price, convenience, and style.
• Trust & delivery: Build customer trust with reliable delivery and service.

Strategic response:

• D2C-first approach: Focusing on performance marketing and social storytelling.
• Marketplace and website balance: Using platforms like Amazon to scale reach while controlling brand narrative.
• Influencer marketing: Engaging nano and micro-influencers to promote the brand authentically.

Snitch Marketing Strategy Breakdown

1) D2C Website (Primary Growth Engine)

• Why: Full control over customer experience, margins, and first-party data.
• How: Using curated drops and social proof (UGC, influencer content) to boost conversions.

2) Marketplaces (Amazon, Flipkart, Myntra, Ajio)

• Why: To expand reach and capture high-intent traffic.
• How: Competitive pricing and fast delivery tuned to each platform’s needs.

3) Social Media & Creator Marketing

• Content Strategy: Snitch creates fun, short-form videos like reels, fit checks, and GRWM (Get Ready With Me) clips.
• “The Last Minute? Snitch it”: Targeting people who need outfits quickly for events.
• Snitch Squad: Collaborating with nano and micro-influencers to create organic, relatable content.
• “Switch to Snitch”: Showcasing the variety of Snitch’s collection in fast-paced, transition videos.

4) Performance Marketing

• Google Ads: Using search, shopping, and display ads to capture high-intent users.
• Meta & YouTube Ads: Targeting lookalike audiences and retargeting website visitors to increase conversions.

5) Community & UGC

Encouraging customers to share their Snitch looks with hashtags like #SnitchIt and #SwitchToSnitch. This helps build a community and social proof.

Results & Impact

• Conversion Rates: D2C conversion rate between 2%–3% due to high-intent traffic and retargeting efforts.
• CAC/LTV: Customer acquisition cost dropped by 15–30% through nano/micro-influencer marketing.
• Revenue: The website became the main revenue generator, while marketplaces helped increase brand exposure.
• Engagement: Increased social media interaction and UGC posts, improving customer loyalty and retention.

The “Last Minute? Snitch it” campaign effectively connected with people’s need for quick solutions, while Snitch Squad scaled word-of-mouth marketing. These efforts created a loop: content → consideration → purchase → repeat engagement.

What Worked & Why

• Speed-to-trend: Rapid product cycles kept collections fresh.
• Influencer marketing: Nano and micro-influencers helped create authentic and relatable content.
• Occasion-based messaging: Campaigns like “Last-minute outfits” resonated with consumers.
• Omnichannel strategy: D2C for brand-building, marketplaces for volume.
• Engaging tone: Fun, fast-paced content matched Gen Z preferences for light-hearted yet informative posts.

What Didn’t Work & Why

• Service inconsistency: Slow deliveries or poor customer support impacted repeat purchases.
• Assortment complexity: Offering too many options can confuse new customers.
• Over-reliance on paid ads: Without proper lifecycle marketing (email, SMS), costs remained high.
• Influencer saturation: Overspending on large influencers risked reducing authenticity and increasing costs.

IIDE Student Recommendations: Key Areas for Brand Improvement

Sharpen the “Last-Minute” Growth Loop:

• Create a permanent “Snitch it Tonight” section on the website with same-day delivery and outfit bundles.
• Add location-specific delivery badges to reduce purchase anxiety.

Lifecycle & Loyalty

• Introduce email automation for first-time buyers, with personalised recommendations based on past purchases.
• Create VIP tiers for loyal customers, offering early access and rewards for referrals.

Scale Influencer Marketing

• Expand Snitch Squad with structured briefs and creator storefronts on the website.
• Launch community-driven drops with top-performing nano/micro influencers.

Improve AOV (Average Order Value)

• Offer bundled outfits for events (e.g., “wedding guest essentials”) to increase AOV.
• Introduce style challenges to drive product discovery.

Marketplace Strategy

• Ensure assortment differentiation with exclusive colors or packs to stand out on marketplaces.
• Use retail media (sponsored placements) on platforms like Myntra and Flipkart.

Experiment & Measure

• Test different creative hooks, visuals, and calls to action to understand what works best.
• Focus on UGC assists in the purchase journey to optimize ad spending.