Black Friday, a shopping phenomenon once confined to Western markets, has rapidly made its way into India’s retail calendar. Over the last few years, Indian consumers have eagerly embraced this mega sale season, and brands across the country are capitalizing on the trend with creative campaigns and irresistible offers. Among these, one homegrown label stood out this year — SNITCH, one of India’s fastest-growing men’s fashion brands.
SNITCH’s Black Friday campaign wasn’t just another sale; it was a masterclass in strategic execution, digital innovation, and consumer understanding. Here’s how they pulled it off.
The Strategy Behind the Hype
The brand’s approach to Black Friday was anything but random. SNITCH focused on a multi-channel strategy that seamlessly blended online and offline efforts while keeping their customer experience front and center.
✅ Focus on Owned Channels:
Instead of relying heavily on third-party marketplaces, SNITCH pushed sales primarily through its own website, mobile app, and retail stores. This move paid off, with these channels contributing to nearly 90% of total sales during the event.
✅ Powerful Retail Network:
Their 95 physical stores across India played a major role, especially in Tier 2 and Tier 3 cities. These stores offered attractive in-store deals and discounts, allowing SNITCH to reach new audiences in emerging markets.
✅ Instagram-First Approach:
Knowing that their primary audience — Gen Z and Gen Alpha — lives on social media, SNITCH crafted an Instagram-driven marketing strategy. From engaging Reels to influencer partnerships, the brand created buzz where it mattered most.
✅ Style Meets Speed:
The brand ensured its latest collections and trending designs were part of the sale, keeping the offerings fresh and desirable.
✅ Personalized CRM and WhatsApp Commerce:
Perhaps the most impressive part of SNITCH’s strategy was their CRM-driven personalization. Store managers sent customized offers to loyal shoppers, while WhatsApp catalogs allowed regular buyers to browse and shop directly from their phones — a true omnichannel experience.
The Record-Breaking Results
The outcome of this meticulously planned campaign was nothing short of phenomenal.
✅ 5,00,000 units sold in just 3 hours — a staggering feat that speaks volumes about the brand’s reach and appeal.
✅ Two items sold every second during the sale, pushing their operational teams to full throttle.
✅ The brand’s website crashed due to the massive traffic, but the team worked overnight to get it back online within hours — a testament to their agility and commitment.
✅ The campaign achieved 5X growth compared to last year’s Black Friday sales, and double the sales of their own birthday event.
These numbers aren’t just statistics; they represent a powerful shift in how young Indian consumers engage with homegrown fashion brands.
Why SNITCH’s Formula Worked
SNITCH’s success wasn’t accidental. It was rooted in deep consumer insight and sharp execution.
✔️ Understanding the Consumer: They know what modern Indian men want — style, convenience, and relatability.
✔️ Personalization at Scale: By combining data-driven marketing with human touchpoints, SNITCH offered a truly individualized experience.
✔️ Omnichannel Strength: Whether online or offline, customers encountered a consistent and engaging brand presence.
✔️ Human-Centric Sales Approach: Their store staff played a crucial role in building trust and guiding shoppers toward personalized choices.
A Shift in Indian Retail Mindset
SNITCH’s Black Friday win is more than just a business success story; it reflects a larger transformation in India’s fashion and retail landscape. As consumers increasingly lean toward new-age, homegrown brands that understand their preferences and values, SNITCH is emerging as a clear leader in men’s fashion.
Founder Siddharth Dungarwal deserves applause for creating a brand that thrives on personal choices, emotional insights, and strong community connection — all while redefining what it means to shop for men’s fashion in India.
So, to everyone still saying, “Men don’t shop as much” — think again. SNITCH just proved that when a brand truly connects with its audience, the results can be nothing short of revolutionary.
