Success Story of Bewakoof | Rise of Lifestyle Fashion Company | Leading Startup
Bewakoof is a fashion brand that celebrates individuality, creativity, and fun. Unlike other fashion brands that focus on elegance and high-end designs, Bewakoof embraces quirkiness and humor.
It is a brand that speaks directly to young Indians, millennials and Gen Z, who love self-expression through fashion.
Founded in 2012 by Prabhkiran Singh and Siddharth Munot, Bewakoof quickly became a favorite among the youth. The brand disrupted the fashion industry with its unique designs, relatable slogans, and affordable pricing.
But their journey wasn’t easy. From humble beginnings to becoming a leading direct-to-consumer (D2C) fashion powerhouse, Bewakoof’s story is one of innovation, resilience, and smart marketing.
Bewakoof.com – Company Highlights
| Startup Name | Bewakoof |
|---|---|
| Headquarters | Mumbai, Maharashtra, India |
| Sector | Fashion, eCommerce |
| Founder | Prabhkiran Singh and Siddharth Munot |
| Founded | 2012 |
| Website | www.bewakoof.com |
The Birth of an Idea
In 2010, Prabhkiran Singh and Siddharth Munot were engineering students at IIT Bombay. Like many young entrepreneurs, they dreamt of building their own business.
They wanted to create something unique, something that would connect with college students and young professionals.
One day, while brainstorming ideas outside their college campus, they thought about t-shirt printing. They noticed that young people loved wearing graphic tees with funny and relatable quotes.
They realized there was a huge opportunity in creating a brand that focused on humor and youth culture.
During their search for a domain name, they came across Bewakoof.com. “Bewakoof” means “foolish” in Hindi, but for them, it symbolized fun, rebellion, and thinking differently.
It was the perfect name for their brand. They bought the domain and officially launched Bewakoof in 2012.
Building the Brand
The early days were tough. With limited funds, Prabhkiran and Siddharth had to be resourceful. They started by designing and printing a small batch of t-shirts with funny slogans. Their first collection was inspired by college life, featuring slogans like “Ghanta Engineering” and “Ghanta MBA.”
To promote their brand, they relied on social media, especially Facebook. Instead of spending money on traditional advertisements, they created engaging content that resonated with young people.
They posted memes, jokes, and relatable college scenarios, which helped their brand go viral.
Within a few months, its Facebook page had more than 75,000 followers. Their t-shirts became an instant hit among college students.
They realized that their brand was more than just clothing—it was a statement of identity for young Indians.
Marketing Strategies That Worked
One of the biggest reasons for its success is its unique marketing approach.
Unlike other fashion brands that relied on expensive advertising, it focused on social media marketing, community engagement, and word-of-mouth publicity.
Key marketing strategies that helped them grow:
- Social Media Dominance
Its marketing team knew that young people spend most of their time on social media. They created two popular Facebook pages:
- “2 Min Aaya Yaar Raste Mei Hoon” – A humor page filled with memes and funny content.
- “Bewakoof.com” – The official brand page that promoted their products.
They used these pages to entertain and engage their audience, while subtly promoting their products. Their strategy was simple, make people laugh, and they will remember your brand.
- College Campus Campaigns
To create a buzz among students, it started an innovative college ambassador program.
They asked students to spread “Bewakoofy” (fun and rebellion) around their campus in exchange for free t-shirts. This campaign helped them build a strong word-of-mouth presence among college students.
- Tying Up with eCommerce Platforms
While Bewakoof started as a direct-to-consumer (D2C) brand, they also partnered with major eCommerce platforms like Snapdeal, Indiatimes Shopping, and Seventymm.
These collaborations helped them reach a wider audience and increase sales.
Unique Business Model
It is not just another fashion brand. It follows a direct-to-consumer (D2C) business model, meaning they handle everything in-house from designing and manufacturing to selling and distribution.
This approach helps them keep costs low and quality high. Since they don’t rely on third-party retailers, they can offer stylish and high-quality products at affordable prices.
It also stays ahead of trends by keeping a close eye on youth culture. They constantly introduce new designs based on viral social media content, trending memes, and pop culture references.
Overcoming Challenges
Like any successful business, it faced its share of challenges.
- Supply Chain Issues
In the early days, they struggled with production delays and vendor misalignment. To solve this, they built strong relationships with reliable suppliers and streamlined their processes.
- Competition from Big Brands
The fashion industry is highly competitive. It had to compete with major brands like Myntra, Flipkart, and The Souled Store. However, their unique brand identity and affordable pricing helped them stand out.
- COVID-19 Pandemic
The pandemic in 2020-21 disrupted the global supply chain. Sourcing raw materials became difficult, and costs increased.
However, it adapted by expanding its product range and focusing more on digital marketing.
Despite these obstacles, it continued to grow.
Expanding Beyond T-Shirts
What started as a t-shirt brand soon evolved into a complete fashion and lifestyle company. It introduced a wide range of products, including:
- Joggers and Hoodies
- Dresses and Jackets
- Footwear and Bags
- Mobile Accessories
They also launched a subscription service called Bewakoof Tribe, offering exclusive discounts and early access to new collections.
How Bewakoof Makes Money
Bewakoof generates revenue from multiple sources, including:
- Product Sales – Their main source of income comes from selling fashion and lifestyle products.
- Subscription Services – Their membership program provides exclusive benefits to loyal customers.
- Brand Collaborations – They earn revenue by partnering with other brands for promotions and advertisements.
Competing in a Crowded Market
Bewakoof faces stiff competition from both Indian and international brands, including:
- Myntra
- Snapdeal
- Shein
- Flipkart
- The Souled Store
Despite this, Bewakoof continues to thrive by focusing on affordability, creativity, and community engagement.
Future and Growth
It has big plans. They aim to achieve INR 2,000 crores in sales within the next four years.
Key Future Strategies:
- Expanding into new categories like innerwear, activewear, and personal care products.
- Collaborating with more celebrities (they have already worked with Rajkummar Rao, Sanya Malhotra, and Farhan Akhtar).
- Enhancing technology and customer experience to improve their online platform.
With their strong brand identity, innovative marketing, and customer-centric approach, it is set to become one of India’s biggest fashion brands.
Bewakoof FAQs
What is Bewakoof?
Bewakoof is a fashion brand that makes fun, creative, and affordable clothing for young people in India.
Who started Bewakoof?
It was started by Prabhkiran Singh and Siddharth Munot in 2012.
Why is it called Bewakoof?
“Bewakoof” means “foolish” in Hindi, but for the founders, it represents fun, rebellion, and thinking differently.
What makes Bewakoof different from other brands?
It focuses on quirky designs, humor, and youth culture instead of high-end fashion.
How did Bewakoof become popular?
It used social media, funny content, and word-of-mouth marketing to attract young customers.
What kind of products does Bewakoof sell?
They sell t-shirts, joggers, hoodies, dresses, jackets, footwear, bags, and even mobile accessories.
How does Bewakoof keep prices low?
It follows a direct-to-consumer (D2C) model, meaning they design, manufacture, and sell their products without middlemen.
How can I buy Bewakoof products?
You can buy them from their website, app, and major eCommerce platforms like Flipkart and Snapdeal.
Does Bewakoof have a membership program?
Yes, they have “Bewakoof Tribe,” which gives members special discounts and early access to new collections.
What are Bewakoof’s future plans?
They plan to expand into innerwear, activewear, personal care products, and collaborate with more celebrities.
