Bewakoof: Captivating Youth with Quirky Fashion

January 30, 2024


  • Bewakoof has carved a niche in the Indian fashion market with its unique, youth-centric designs and branding.
  • The D2C model has allowed for rapid scale-up and a strong connection with the target audience.
  • Continuous innovation, both in product offerings and marketing strategies, is key to its sustained growth.
  • Future prospects look promising, with potential expansion into new markets and product segments.

Bewakoof is a contemporary Indian fashion and lifestyle startup that has made significant strides in the market since its inception. Known for its playful and trendy designs, Bewakoof targets a young, fashion-forward demographic. The brand stands out for its unique blend of quirky styles, affordability, and a strong online presence.

Business Model Bewakoof operates primarily as a direct-to-consumer (D2C) online retailer, leveraging social media and digital marketing to engage with its audience. Their model emphasizes quick fashion turnaround, offering a wide range of products from casual wear to lifestyle accessories. By controlling the entire supply chain, from design to distribution, Bewakoof maintains high quality while keeping prices competitive.

Valuation and Financials As of 2024, Bewakoof has seen a steady growth in valuation, attributed to its expanding customer base and successful funding rounds. While specific financial details are proprietary, the company has demonstrated a consistent upward trajectory in revenue, driven by its strong online sales and expanding product lines.

Bewakoof’s valuation was impacted by a significant acquisition deal. Aditya Birla Fashion and Retail venture TMRW acquired a majority stake in Bewakoof Brands for a total cash consideration of ₹200 crore. This acquisition included a 73-80% stake in Bewakoof through a combination of primary equity and debt infusion, along with secondary stake acquisition. This move is part of TMRW’s strategy to create a technology-led ‘House of Brands’ business, encompassing a range of digital-first lifestyle brands.

It is not clear if Bewakoof is classified as a unicorn. A unicorn is typically defined as a privately held startup company valued at over $1 billion. The recent acquisition of a significant stake in Bewakoof by Aditya Birla Fashion and Retail venture TMRW for ₹200 crore (approximately $27 million) suggests that the company’s valuation is below the $1 billion mark required to be considered a unicorn.

Competitors Bewakoof faces competition from other fashion startups and established brands. Competitors like Wrogn, The Souled Store, and H&M offer similar product ranges. However, Bewakoof’s unique branding and engagement strategy give it a competitive edge in appealing to a younger, more digitally-savvy crowd.

Investors and Funding Bewakoof has attracted attention from various venture capitalists and angel investors. Key investors include IvyCap Ventures, Snapdeal founders, and a few high-net-worth individuals. This funding has been pivotal in scaling up operations and expanding the brand’s reach.

Founders and Leadership Founded by Prabhkiran Singh and Siddharth Munot, Bewakoof has benefited from their visionary leadership. Both founders have backgrounds that combine business acumen with a deep understanding of the Indian fashion landscape. Their leadership has been central to Bewakoof’s innovative approach and market penetration.

Recent Developments

In 2024, Bewakoof, a prominent D2C fashion brand, has been focusing on significant expansions and technological advancements to accelerate its growth. The company has set an ambitious target of achieving a revenue of Rs 2000 crore by 2025. This plan is backed by several strategic initiatives and developments:

  1. Technological Innovation: A key aspect of Bewakoof’s strategy is leveraging technology. They have transitioned to AWS for their operations, which has notably reduced their cloud costs by 15-20%. This move is expected to support their growth in areas such as enhancing their e-commerce platform, increasing Monthly Active Users (MAUs), and regionalization. The brand utilizes advanced machine learning models for optimizing marketing campaigns and improving customer acquisition costs. They also focus on clickstream data and product funnels to enhance sales and customer experience​​.
  2. Expansion and Diversification: Bewakoof is not only diversifying its product categories but also focusing on branding and technology. They plan to expand into new categories such as innerwear, activewear, and personal care. Additionally, the brand has recently ventured into the beauty segment with Cosmos Beauty, showing promising early results. The company is also exploring video commerce and gamification to enhance user engagement on their platform​​​​.
  3. Growth and User Acquisition: Bewakoof aims to grow its user base significantly, targeting two crore transacting users in the next few years. This growth is supported by their successful fundraising efforts and their focus on enhancing product quality and design. Most of their sales, around 90%, are through their own platform, and they are working on improving distribution channels and visibility on other major e-commerce platforms like Flipkart, Amazon, and Myntra​​​​.
  4. Branding and Marketing Strategy: The brand has been proactive in adopting new marketing strategies. They are planning a television campaign and have onboarded popular actors for endorsements. This focus on branding is a strategic move to increase brand awareness and product discovery. Their loyalty program, Tribe, which currently accounts for 25% of total sales, is an integral part of their marketing strategy​​.

Challenges and Opportunities While Bewakoof has a strong online presence, the challenge lies in maintaining growth momentum and differentiating itself in a highly competitive market. Opportunities for expansion include international markets and diversifying into related lifestyle segments.


Strategy Boffins Team