Bewakoof: Allowing the Youth to be Fashionably Silly

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Bewakoof is a fashion destination that proudly celebrates the art of being fashionably silly, leaving a rebel in the mix amidst a sea of fashion portals preaching the gospel of elegance and classy. Upon perusing the typical options, Bewakoof sticks out as it provides not just clothing but also an energetic way of life that appeals to your inner free-spirited millennial.

Bewakoof, which was founded in 2012 by the dynamic pair Prabhkiran Singh and Siddharth Munot, doesn't just follow trends—it creates them. Get ready to explore a world where your unabashed sense of style meets vibrant, eye-catching designs. Welcome to the revolution, where the standard of fashion is highly variable.

This post provides you with information about How Bewakoof started, Bewakoof's Startup Story, History, Tagline, Logo, Business Model, Funding, Revenue, Competitors, Growth, and more.

Bewakoof - Company Highlights

About Bewakoof
Bewakoof - Industry
Bewakoof - Founders and Team
Bewakoof - Startup Story
Bewakoof - Mission and Vision
Bewakoof - Name, Tagline, and Logo
Bewakoof - Marketing Strategy
Bewakoof - Business Model
Bewakoof - Revenue Model
Bewakoof - Challenges Faced
Bewakoof - Funding and Investors
Bewakoof - Growth
Bewakoof - Advertisements and Social Media Campaigns
Bewakoof - Competitors
Bewakoof - Future Plans

About Bewakoof

Founded in 2012, Bewakoof is a lifestyle fashion brand that makes creative and top-notch apparel for trendy, contemporary Indians. Bewakoof was launched on the principle of creating impact through innovation, honesty, and thoughtfulness. It has become one of the most sought-after fashion brands of millennials and Gen Z. The lifestyle brand has created a new niche in the fashion and apparel market with its innovative and interesting ideas and captivating catalog.

Bewakoof is hands-down amazing when it comes to creating light-hearted, fun, and quirky everyday outfits and other products (like mobile covers). Bewakoof quotes are some of the most intriguing things that the company offers along with its merchandise. Furthermore, the Bewakoof shirts, t-shirts, and other Bewakoof.com products are available at pocket-friendly prices. Moreover, its unique name is enough to turn heads.

Bewakoof.com, which sells apparel and mobile phone covers, is better known for creating head-turning catalogs like its ‘Ghanta’ collection of t-shirts for college students with messages like ‘Ghanta Engineering/Ghanta MBA’; the collection was a big hit and was tagged as 'best-seller' by the company. Bewakoof primarily caters to the age group of 16–34 years.

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Bewakoof - Industry

Fashion and lifestyle is the second-largest consumer category in India, with a huge worth of $110 billion, in the country's bustling consumer environment. The global fashion market generated a revenue of approximately $1.7 trillion in 2024.

Projections show that the fashion industry's digital wave will continue to rise rapidly in the future. With a compound annual growth rate (CAGR) of 25%, the online fashion business is expected to reach a stunning $35 billion by the fiscal year 2028 (FY28). These findings highlight the revolutionary move in India's fashion industry toward internet platforms, which presents enormous prospects for companies and customers alike.

Bewakoof - Founders and Team

Prabhkiran Singh and Siddharth Munot are the founders of Bewakoof.

Prabhkiran Singh

Prabhkiran is a civil engineering graduate from IIT Bombay, much like his co-founder, who interned at Delhi Metro Rail Corporation Ltd., after which he decided to found khadke gLASSI. Prabhkiran started his lassi venture outside his college and named it khadke gLASSI. Unfortunately, it didn’t go that well and closed down soon. After his brief stint with the former, he went to found Bewakoof in April 2012.

Prabhkiran Singh: The Visionary Behind Bewakoof’s Quirky Revolution | Education | Net worth |

Prabhkiran Singh is the Co-founder and Director at Bewakoof, a lifestyle and casualwear brand among the youngsters of India whose net worth is INR100 crores. Explore Prabhkiran Sing’s success story, including his early life, history, net worth, childhood, personal life, education, and more.

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Siddharth Munot

Siddharth Munot is the co-founder of Bewakoof. Munot is a B.tech engineer from IIT Bombay who started his career as a teacher at PACE Institute. Siddharth then started his entrepreneurial career by co-founding Munot Networks LLP before co-founding Bewakoof. Siddharth left the company in March 2021 after 10 years with the company. Along with being a co-founder of Bewakoof Siddharth is also the co-founder of Machau Bamboo Products Pvt. Ltd.

Bewakoof - Startup Story

Prabhkiran Singh and Siddharth Munot, the founders of Bewakoof, were sitting outside their campus and brainstorming possible ideas for their venture. The idea of t-shirt printing was finalized as it resonated with their mission of bringing the humor factor into the lives of college students.

Prabhkiran and Siddharth began researching the latest youth trends and lifestyles. They started designing quotes that would then be printed on t-shirts. And that’s how Bewakoof came into existence. Back in 2010, when Prabhkiran Singh and Siddharth Munot were searching for a domain name for their newly started t-shirt printing business, they came across Bewakoof.com and purchased it immediately.

It so happened that April was about to start, and April Fool’s Day was around the corner. The name Bewakoof is humorous, witty, and sits well with the youth. Bewakoof and April Fool's Day went hand in hand and the decision to purchase the domain name made complete sense. The website was launched in 2012, though. The target audience for Bewakoof.com was college students. The t-shirts with humorous designs depicted the various scenarios of a college goer's life.

Bewakoof - Mission and Vision

Bewakoof, mission is to "redefine the fashion landscape by making style not just a luxury but an everyday accessible delight". The company was started with the vision to create an impact through innovation, honesty, and thoughtfulness.

Bewakoof - Name, Tagline, and Logo

Brand recall is at its highest with Bewakoof because of its cool and trendy name. The founders finalized this name because 'Bewakoof' (stupid in English) is what the society considers people who perform silly stunts and 'out of the box' activities; actions that don't adhere to the society’s norms and methods.

These 'Bewakoof logs' make this world a better and wonderful place to live in. Hence, the founders thought that it would be a great name. The decision surely acted in their favor, given the popularity Bewakoof.com has achieved.

Bewakoof - Marketing Strategy

Bewakoof primarily relied on Facebook to market and promote its products in the initial stages. It worked so well for the brand that in just a few months, its Facebook page had more than 75 thousand users. Apart from the social media channels, the startup also created some dynamic college campaigns where it asked students to spread 'Beewakoofy' around the college campus in return for free tees from the company.

Moreover, the company also aggressively promoted its products by tying up with top eCommerce sites like Snapdeal, Indiatimes Shopping, and Seventymm to sell its appealing apparel range and other products.

The marketing team drove website traffic through two Facebook pages: “2 Min Aaya Yaar Raste Mei Hoon” and the company page “bewakoof.com”. These pages were well-received by the target audience. They kept the millennials occupied with memes and trolls which were also used to promote the apparel catalog on Bewakoof's website.

It doesn’t come as a surprise that the strength of the company lies in the appealing and trendy quotes printed on its range of t-shirts and various other products. The merchandise certainly seems to attract the viewer at first glance. Bewakoof is also loaded with user-friendly plans like COD (cash on delivery) and replacement options. Customers are bound to have a great shopping experience with Bewakoof.com.

Celebrity Engagement with Rajkummar Rao

On June 11, 2021, Bewakoof’s first celebrity engagement: Rajkummar Rao came on board to promote the Bewakoof brand across all digital platforms.

Brand Campaign with Sidharth Malhotra & Fatima Sana Shaikh

On November 10, 2021, Bewakoof set its digital campaign live with the cool student of the year, Sidharth Malhotra, and Dangal star Fatima Sana Shaikh. The theme of the campaign is Never Change.

Prabhkiran Singh, Founder CEO, Bewakoof, says, “We are the market leaders in the fashion industry and have built our business without any godfathers. When we thought of rolling out our new campaign centered around Never Change, Sid and Fatima were our obvious choice because, as a brand, we identify with them. In our early days, we were ridiculed for our brand name, business model but we didn't change nor did we give up. As a brand, we see these disruptive qualities in both Sid and Fatima.”

Sidharth Malhotra is known for his layered acting which translates into strong storytelling. Sidharth represents the aspirations of the youth with a clear message that if you believe in something and then follow your approach with grit and rigor, you will emerge a winner. On his association with Bewakoof, he says, “Bewakoof has uber-cool clothes which you can easily add to your wardrobe. It was a fun collaboration & friendly Masti vibe wearing their quirky outfits."

Fatima, who started her career with cameos, won well-deserved accolades for her work in Dangal. She has been unstoppable since then. Her work in multi-starrers movies like Ludo, Suraj pe Mangal Bhari, and Ajeeb Dastans, proves that she can stand her ground even among some of the most successful actors just like Bewakoof stands tall among other D2C brands in India. Commenting on her engagement with Bewakoof, Fatima says, “Bewakoof’s journey has been similar to mine. This got me interested in associating with the brand as I could identify with the expressions, language, and styling they promote. The comfort level with the brand and the products that I tried won me over.”

Bewakoof teamed with Sanya Malhotra

Bewakoof teams up with the brand ambassador of the brand, Sanya Malhotra to launch a new campaign in July 2021, which was titled "Bewakoof banti hai."

Bewakoof - Business Model

Bewakoof is a direct-to-consumer (DTC) powerhouse in the fashion industry, with a unique business approach. The Mumbai-based company has a full 360-degree strategy, handling every aspect of the business from end-to-end production and internal warehousing to designing and merchandising. Being the only company with a single brand is what makes Bewakoof stand out from other standard eCommerce sites that only sell goods made by other people.

Catering to the youth demographic, Bewakoof exudes a dynamic and trend-focused approach. The brand actively incorporates trends into its tactics rather than merely following them. Bewakoof has cultivated a unique and stylish brand among young people by adhering to viral social media material and putting well-known punchlines on t-shirts. The brand's timely introduction of new designs reflects its pulse on current fashion and lifestyle trends. Furthermore, Bewakoof actively seeks feedback and ideas from its community of social media followers, fostering a collaborative and trend-setting experience for the brand's vibrant audience.

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Bewakoof - Revenue Model

Bewakoof generates revenue from a variety of resources. Here are a few of them:

• Product Sales: Bewakoof's primary source of income is the direct sale of a wide variety of goods that are offered on its platform. These goods include t-shirts, shirts, dresses, joggers, shorts, shoes, purses, and accessories for mobile devices.
• Subscription Services: Bewakoof sells subscription services to augment its income.
• Commissions from Brands: Bewakoof generates income by serving as a venue for joint marketing and advertising initiatives with other brands.
• Advertising and Campaigns: Another revenue stream for Bewakoof involves income from advertising and campaign collaborations.

Bewakoof - Challenges Faced

Bewakoof has previously faced difficulties with supply concerns, protracted process cycles, and a lack of strategic alignment with vendors. These obstacles were successfully overcome by developing long-lasting connections and solid alliances with a small number of key suppliers.

However, in the years 2020 and 2021, the landscape of sourcing from Bangladesh witnessed changes. The benefits from this area have become less significant when compared, mainly because cotton fiber is now more expensive. Bangladesh imports a large amount of its yarn from India, and historically, Bangladesh has benefited from lower yarn prices worldwide. However, this advantage has diminished. This change is a result of the increased price and scarcity of cotton, which brings new dynamics and difficulties to Bewakoof's sourcing procedure.

Bewakoof - Funding and Investors

Bewakoof has raised a total of $49.3 million in eight rounds of funding. Aditya Birla's TMRW acquired a majority stake of 70-80% in Bewakoof by investing INR 200 crore in the company in December 2022. As of February 15, 2023, Bewakoof Brands is now a step-down subsidiary of Aditya Birla's TMRW.

Bewakoof's funding details are as follows -

Bewakoof boasts of Kunal Bahl, Rohit Bansal, Snapdeal, IvyCap Ventures, and Investcorp Gulf Investments as its investors.

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Bewakoof - Growth

Bewakoof, a prominent player in the fashion industry, boasts an impressive track record. As of December 2023, it had 45 SKUs and over 5 lakh users. The brand has sold over 1 crore products to date thanks to its dedication to style and quality.

With over 60 lakh app downloads, Bewakoof's digital presence is impressive and a testament to its broad appeal. The company had served a sizable customer base, with over a lakh new users joining each month, and it had reached 6 million subscribers.

On July 13, 2021, Bewakoof opened Cosmos Beauty as part of its effort to expand its product line and diversify. Cosmos Beauty began its journey with 43 items, which included bath salts, day and night creams, serums, and more, all inspired by natural ingredients and minerals. This growth demonstrates Bewakoof's dedication to providing its ever-expanding clientele with a comprehensive and fashionable lifestyle experience.

Financials

In FY23, Bewakoof's revenue decreased from INR 160.2 crore to INR 147.1 crore in FY22. They reported a net loss of INR 30.1 crore in 2022 and INR 12.7 crore, due to total expenses remaining high at INR 241.8 crore in 2023. Key costs included materials, employee benefits, and advertising.

EBITDA

Bewakoof - Advertisements and Social Media Campaigns

Introducing Rashmika Mandanna as their new brand ambassador and face of the 'All Eyes On You' campaign, Bewakoof is full of pride. Rashmika will serve as a spokesperson for the brand's vast women's line, which includes a wide range of stylish shirts, hoodies, joggers, and accessories. 'All Eyes On You,' the brand's newest campaign, was introduced on December 3, 2023, with Rashmika Mandanna at first.

Bewakoof - Competitors

Bewakoof faces direct competition from eCommerce portals such as:

• Myntra
• Snapdeal
• Shein
• Flipkart
• The Souled Store

These are some eCommerce platforms that also target fashion online to name a few. Peachmode.com, Globus, Chumbak, Seafolly, Jenny Bird, Infinity Motorcycles, and Buttercups also give stiff competition to Bewakoof.

Bewakoof - Future Plans

Bewakoof is eyeing to achieve sales of around INR 2,000 crores in the next four years. The D2C brand witnessed some celebrity collaborations where the company has roped in actors like Rajkummar Rao, Sanya Malhotra, and Farhan Akhtar. It plans to continue roping in more A-list actors onboard. They are also expanding their product range and improving their brand and technology. They plan to introduce new categories, including innerwear, activewear, and personal care products.

FAQs

Who is Bewakoof founder?

Prabhkiran Singh and Siddharth Munot are the founders and Bewakoof brand owner.

What is Bewakoof?

It is a lifestyle fashion brand that makes creative and distinctive fashion apparel for the trendy, contemporary Indian.

Who is the CEO of Bewakoof?

Prabhkiran Singh serves as Bewakoof's CEO and Co-Founder.

When did Bewakoof start?

It was launched on 1 April 2012 by Prabhkiran Singh and Siddharth Munot.

Where is Bewakoof located?

Bewakoof Brand Pvt. Ltd., is registered in Thane, Mumbai.

How much is Bewakoof's Net worth?

Bewakoof is a Rs 482 crore fashion apparel brand as of November 2022.

Is Bewakoof Indian Brand?

Yes. Bewakoof is headquartered in Mumbai, Maharashtra, India.

What is Bewakoof business model?

Bewakoof is a direct-to-consumer (D2C) fashion brand targeting millennials and Gen Z with trendy, affordable clothing and quirky, pop-culture-inspired designs. It sells products online via its website and app, leveraging in-house production for quality and cost control. The brand uses social media and influencer marketing to reach its audience and offers a membership program, "Bewakoof Tribe," for exclusive discounts.

Who is Bewakoof owner?

Bewakoof was acquired by Aditya Birla's TMRW for INR 200 crore.

What is Bewakoof profit margin?

Bewakoof generated an operational revenue of INR 147 crore at a loss of INR 12.7 crore in 2023.

What is Bewakoof owner net worth?

The net worth of Bewakoof's founders is INR 152 crore as of Apr 13, 2022 as per Tracxn.

What is Bewakoof turnover?

As per Statista, Bewakoof's operating revenue for FY23 stood at over 1.4 billion Indian rupees, reflecting an 8% decline compared to the previous year.