Prabhkiran Singh Steps Down from Bewakoof After 14-Year Journey

Prabhkiran Singh, co-founder of D2C fashion brand Bewakoof, has announced that he is stepping down from the company after 14 years.

He said he will continue leading the company until the end of March. After that, he plans to focus on his personal priorities.

The company uses a direct-to-consumer (D2C) model, which means it sells clothes, accessories, and licensed products mainly through its own website. It also sells on online marketplaces to reach more customers.

Over the years, Bewakoof has become popular among Gen Z and millennials by offering trendy and affordable products.

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Announcing his departure in a LinkedIn post, he said, “I have decided to leave Bewakoof, the company I co-founded and have led for the past 14 years. BEWAKOOF has been my baby since I was 21 years old. I was inspired by Walt Disney, and I, too, wanted to create something that lasted 100 years".

Reflecting on his journey, he said, "We were two newly graduated engineers with no business experience. We started Bewakoof out of a tiny room in a Mumbai slum in 2011. Back then, equity funding was rare, and the idea of a D2C brand taking off in India seemed almost foolish. Being limited by funds, we built brick by brick, often with our own hands. - I still remember days in the early years when we sometimes did t-shirt deliveries by local trains and answered the customer queries ourselves", the post read.

Bewakoof was founded in 2011 by Prabhkiran Singh and Siddharth Munot. It started as a bootstrapped startup focused on young online shoppers.

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Over time, the company grew into a popular youth fashion and lifestyle brand, offering affordable and trendy products mainly for Gen Z and millennial customers.

In 2022, TMRW, the digital fashion division of the Aditya Birla Group, bought a majority stake in Bewakoof by investing Rs 200 crore.

Since then, Bewakoof has been operating under TMRW as part of the group’s larger digital fashion portfolio.

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