Berrylush
SNITCH · India
Berrylush is an Indian online women's fashion brand founded in 2018 by Anusha Chandrashekar and Alok Paul in Noida. It sells western wear such as dresses, tops, jumpsuits and skirts, mainly through fashion marketplaces and its own website.
| Founded | 2018 |
|---|---|
| Founders | Anusha Chandrashekar, Alok Paul |
| Headquarters | Noida, India |
| Main channel | Myntra |
| Owner | SNITCH |
| Website | berrylush.com |
What is Berrylush?
Berrylush is a digital native women's fashion brand from India, founded in 2018 by the married couple Anusha Chandrashekar and Alok Paul. The company is based in Noida and focuses on affordable western wear for young women.
Products and positioning
The range centres on trend led western styles:
- Dresses, including a party wear range that became its bestseller
- Tops and jumpsuits
- Skirts
The founders have described data analytics as the brand's biggest strength, using sales data to steer design and assortment decisions.
Distribution
Berrylush grew primarily through online fashion platforms. Myntra has been its largest channel, followed by its own website and Ajio, and the brand also sells on Flipkart and Amazon.
Ownership
Menswear brand SNITCH acquired Berrylush to enter the women's fashion segment.
Why it matters
Berrylush shows how an Indian fashion start up can scale quickly by building on marketplaces and data driven product development, and its acquisition by SNITCH illustrates consolidation among India's digital native fashion brands.
Frequently asked questions
Who founded Berrylush?
Berrylush was founded in 2018 by Anusha Chandrashekar and Alok Paul, a married couple based in Noida.
Who owns Berrylush?
Berrylush was acquired by the Indian menswear brand SNITCH, which used the deal to enter women's fashion.