About the Company – The Bewakoof Startup Story
Bewakoof startup story is a testament to how a bold idea, born out of IIT Bombay in 2012, grew into one of India’s most recognized youth fashion brands. Founded by Prabhkiran Singh and Siddharth Munot, Bewakoof set out to disrupt the fashion market by offering stylish, relatable, and affordable apparel designed specifically for millennials and Gen Z. Headquartered in Mumbai, the brand quickly gained popularity for its witty designs, pop-culture-driven collections, and community-led marketing approach.
What sets Bewakoof Startup apart is its strong digital DNA. Built as a D2C-first brand, it capitalized early on India’s e-commerce wave, focusing on personalization, direct engagement, and trend responsiveness. Over the years, it has evolved from a quirky T-shirt brand to a full-fledged fashion label offering a wide range of apparel and lifestyle products. The brand’s identity thrives on youth culture, meme aesthetics, and hyper-relevant messaging, making it a trendsetter in the casual wear category.
With more than 10 million products sold and millions of active customers, Bewakoof has positioned itself as a homegrown brand that blends affordability with aspiration—proving that mass fashion can be both expressive and accessible.
Industry & Target Audience
Industry: E-commerce, Fashion, D2C Apparel
Audience: Millennials, Gen Z, college students, pop-culture lovers
USP: Trend-driven, affordable, and community-centric merchandise
Bewakoof Business Model
Bewakoof operates on a direct-to-consumer (D2C) model, eliminating intermediaries to maintain competitive pricing and brand control.
a) Apparel & Merchandise
Trendy, pop-culture-themed clothing and accessories
Custom collections, meme wear, fan-based merch
b) Private Label & Collaborations
Collaborations with media franchises and brands
Own label ensures exclusivity and higher margins
c) Revenue Streams
Subscription model (‘Bewakoof Tribe’) offering early access and discounts
Direct website and app sales
Licensing and collabs
What Problem Is Bewakoof Startup Solving?
In India, affordable fashion often compromises on quality or style. Bewakoof Startup fills this gap by offering:
- Stylish designs at budget prices
- Pop-culture themed wear appealing to young audiences
- Sustainable packaging and ethical sourcing
- Transparent D2C communication
By combining trendy aesthetics with affordability, Bewakoof’s business model directly connects with fashion-forward yet budget-conscious consumers.
Key Financials and Growth
- Revenue: ₹200+ Cr (~$24M) FY 2023–24
- YoY Growth: Approx. 50%
- Funding: $40M+ raised from Investcorp, IvyCap Ventures, and Pratithi Investments
- Valuation: Estimated at $100M+
- Profitability: Not publicly disclosed
Bewakoof Startuphas shown impressive growth over the years, firmly establishing itself as one of India’s leading D2C fashion startups. In FY 2023–24, the brand crossed ₹200 crore in revenue, reflecting its strong resonance with the youth market. The company reported approximately 50% year-on-year growth, fueled by digital-first strategies, curated fashion collections, and a loyal customer base.
Its funding journey includes over $40 million in capital from reputed investors such as Investcorp, IvyCap Ventures, and Pratithi Investments, supporting expansion and product innovation.
With an estimated market valuation exceeding $100 million, the brand’s upward trajectory signals strong investor confidence and long-term potential. Although profitability has not been publicly disclosed, Bewakoof’s efficient D2C model continues to drive momentum in India’s competitive online fashion space.
This consistent growth positions Bewakoof among India’s most recognizable fashion tech startups.
Founders Behind Bewakoof Starup
Prabhkiran Singh (Co-founder & CEO)
- B.Tech, IIT Bombay
- Leads brand vision, community, and strategic expansion
Siddharth Munot (Co-founder)
- B.Tech, IIT Bombay
- Focuses on operations, supply chain, and tech implementation
Their complementary skills have helped transform Bewakoof Startup into a leading youth-focused apparel startup.
Future Outlook
Bewakoof aims to:
- Expand its offline retail footprint
- Strengthen its subscription ecosystem
- Scale its sustainable product line
- Compete with players like The Souled Store, Urbanic, and Zouk
With its strong community, innovative design DNA, and loyal customer base, Bewakoof continues to lead the wave of minimalistic, science-backed, youth-driven fashion in India.
Also Read: Top Retail Startups in India.
