Founded as a digital-first brand targeting millennials and Gen Z consumers, Bewakoof sells apparel, accessories and lifestyle products including backpacks and notebooks
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Founder and Chief Executive Officer Prabhkiran Singh has stepped down from D2C fashion brand Bewakoof after leading the company for nearly 14 years, marking a leadership transition.
In a LinkedIn post, Singh said he would prioritise his health, family and personal goals, while supporting a structured handover through March 2026 to ensure continuity. “After 14 years of building, I feel it is the right time to prioritise my health, my family, and personal goals that deserve attention. Bewakoof is now structurally ready for its next phase, with a strong leadership team and the backing of TMRW and the Aditya Birla Group,” he wrote.
Founded as a digital-first brand targeting millennials and Gen Z consumers, Bewakoof sells apparel, accessories and lifestyle products including backpacks and notebooks. The company claims its direct-to-consumer platform has built a mobile app base of over 10 million users.
In late 2022, Aditya Birla Fashion and Retail (ABFRL), through its subsidiary TMRW, acquired a majority stake in Bewakoof for ₹200 crore. The transaction, completed in February 2023, was aimed at scaling the brand by leveraging TMRW’s supply chain capabilities and accelerating its offline expansion.
Launched in 2022, TMRW serves as ABFRL’s digital-first roll-up platform, acquiring and scaling stakes in fashion and lifestyle startups. Its portfolio includes brands such as The Indian Garage Co., Wrogn, Urbano and Nobero, in addition to Bewakoof.
The platform has been expanding both topline and physical footprint. In the December 2025 quarter, TMRW’s revenue rose 29% year-on-year to ₹242 crore from ₹187 crore, while EBITDA loss narrowed 8 per cent to ₹57 crore from ₹62 crore a year earlier.
During the company’s third-quarter earnings call, ABFRL managing director Ashish Dikshit highlighted Bewakoof’s turnaround. “Bewakoof, which is one major brand that we had sort of acquired and which was struggling to grow in the early years, is now beginning to record 40 per cent to 50 per cent growth,” he said.
Singh’s exit comes as TMRW doubles down on offline retail. The platform added more than 15 stores in the December quarter, taking its network to over 90 exclusive brand outlets across its portfolio.
The move mirrors a broader shift among online-first D2C brands seeking omnichannel growth to improve brand visibility and drive scale. Several digital-native fashion startups are raising capital to fund brick-and-mortar expansion as they enter their next phase of growth.
Published on February 24, 2026