Bewakoof co-founder Prabhkiran Singh to step down after 14 years

Prabhkiran Singh, co-founder of direct-to-consumer fashion brand Bewakoof, will step down after 14 years at the helm of the business.

Singh said he will continue to lead the company until the end of March before shifting focus to personal priorities, marking the end of a founding chapter for one of India’s early D2C apparel brands.

Founded in 2011 by Singh and Siddharth Munot, Bewakoof began as a bootstrapped start-up targeting young online shoppers. Over time, it scaled into a youth-focused fashion and lifestyle label known for affordable, trend-led merchandise aimed at Gen Z and millennial consumers.

The company operates on a direct-to-consumer model, selling apparel, accessories and licensed products primarily through its own website, while also using online marketplaces to widen its reach. The approach helped Bewakoof build a strong digital-first brand identity at a time when India’s online fashion ecosystem was still evolving.

In 2022, TMRW, the digital fashion platform of the Aditya Birla Group, acquired a majority stake in Bewakoof with an investment of Rs 200 crore. Since then, the brand has operated as part of TMRW’s broader portfolio of digital-first labels, reflecting the conglomerate’s push into the fast-growing online fashion segment.

On the financial front, Bewakoof was among the early D2C fashion players in India to cross Rs 100 crore in annual revenue. According to Entrackr’s analysis, the company reported operating revenue of around Rs 173 crore in FY25. During the same period, it reduced losses by nearly 29% to approximately Rs 73 crore, aided by cost rationalisation and lower overall expenditure.

The company has raised more than Rs 270 crore across funding rounds from investors including InvestCorp, IvyCap Ventures and Spring Marketing Capital, underscoring strong investor appetite for digital-native consumer brands during the peak funding cycle.

Singh’s departure comes at a time when India’s D2C sector is entering a more disciplined phase, with profitability and operational efficiency taking precedence over rapid expansion. His exit also signals a transition from founder-led entrepreneurship to institutional ownership under a large corporate group.

With TMRW integrating and scaling its portfolio brands, Bewakoof’s next phase will likely hinge on tighter cost control, sharper brand positioning and sustainable growth in an increasingly competitive online fashion market.