Quirky Name, Quirky Fashion – Bewakoof

Today, Bewakoof is India’s leading company in the quirky fashion market. They always wanted to be an inspirational brand for young consumers by breaking the stereotype of a ‘foolish’ or ‘naive’ sense of Indian fashion and making it sound 'swag’. At the very heart of Bewakoof’s appeal lies its distinct aesthetic, playful & unconventional fashion, catering to the youth and trendy.

The Bewakoof Story:

Bewakoof has been successful in carving out a niche with a focus on being quirky, but every success story begins somewhere. The story of Bewakoof began in 2011–12 when Prabhkiran Singh (an IIT-Bombay undergraduate who had always wanted to be an entrepreneur) in a joint venture with Siddharth Munot went for a D2C fashion brand as their third attempt at creating a business. It was inspired by Siddharth and Singh's 2nd endeavour, 'Dubloo', a merchandise customisation company.

To make Money for investing in Bewakoof, Singh also tried his hands in the Domain Flipping business. The brand was founded with a ₹30,000 investment from the co-founders and has since raised $39.5 million in 12 rounds from 64 investors, giving it a net valuation of approximately $63 million. Currently, the Founder and CEO has a worth of more than ₹ 150 Crore.

Overcoming Hurdles:

The brand frequently receives criticism for its distinctive name, which limits its recognition among older age groups. Maintaining a healthy relationship with customers has always been a primary focus for the founders, and client feedback is extremely important. To establish itself as a 'Gen-Z' brand, Bewakoof has launched campaigns such as "Never Change" and "Bewakoof hai Zaroori" with movie stars & influencers. The company is also increasing its product line to cover a greater range of styles and fashions.

Social media:

Social media has had a greater impact on the growth of D2C business than ever before. Eminent digital marketing, working with over 250 influencers has been critical to the company's success. Factors like the abrupt shift to online shopping brought on by COVID-19, the expansion of marketplaces, and digital marketing have played a significant role in shaping Bewakoof.

The Path Ahead:

Bewakoof’s vision has always been online-first, primarily on their website and now on marketplaces like Amazon, Flipkart, Myntra, etc. In preparation for potential future growth, Bewakoof also intends to conduct international market research in the Middle East and Southeast Asia, where there is a significant Indian audience. With the kind of audience that the brand caters to, going offline could also prove to be a smart move.