What Bewakoof does

Bewakoof is a Mumbai-based direct-to-consumer fashion brand that designs, sources, and sells apparel, footwear, and accessories targeted at urban Indian Gen Z and millennial consumers. Its core technology is a proprietary e-commerce platform accessible via bewakoof.com and native iOS/Android applications (Fanbook), supplemented by over 30 exclusive offline brand stores across 7 Indian cities with planned expansion to 40 by March 2026. The product catalogue spans men's and women's casualwear (T-shirts, shirts, hoodies, joggers, jeans, co-ord sets), accessories (footwear, bags, caps), and a portfolio of sub-brands (bewakoof, bewakoof heavy duty 1.0, bewakoof air 1.0, party animal by bewakoof, bewakoof american pima), differentiated in part through licensed pop-culture collaborations with Marvel, DC, Disney, Minions, Naruto, Peanuts, Garfield, and other entertainment properties.

The business model is one-time direct product sale at price points from ₹399 to over ₹4,299, with unit pricing and volume discounts (buy 3+ save up to 20%, buy 2/3 for ₹1,199). Revenue is generated through the owned website, mobile apps, and physical brand stores under a D2C model that bypasses wholesale intermediaries. Customer acquisition is digital-first, leveraging social media (4.7M Facebook followers, 1M Instagram followers), influencer and IP-driven buzz, and content-led channels. Since February 2023, Bewakoof has operated as a subsidiary of TMRW, the digital-fashion arm of Aditya Birla Fashion and Retail Ltd, following a INR 200 crore acquisition.

In FY25 the company reported INR 173 crore in operating revenue (8% YoY growth), a 29% reduction in net loss to INR 73.2 crore, and a 38% reduction in EBITDA loss to INR 57 crore, with 20,000+ units shipped daily and a cumulative base of 2 crore+ customers and 10 crore+ products sold. Co-founder and CEO Prabhkiran Singh announced in February 2026 that he would step down at the end of March 2026 after 14 years, marking a leadership transition coinciding with the company's continued offline retail buildout and IP partnership expansion.

Name

Bewakoof

Website

https://bewakoof.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Bewakoof is a Mumbai-based direct-to-consumer fashion brand selling affordable, pop-culture-licensed apparel, footwear, and accessories to urban Indian Gen Z and millennial consumers through its website, mobile apps, and 30+ offline brand stores.

Ownership category

akta.pro rank

Product category

Online Fashion & Casual Apparel Retail

NAICS

Clothing and Clothing Accessories Retailers (45811), Clothing and Clothing Accessories Retailers (4581), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458)

SIC

Retail-Family Clothing Stores (5651)

akta.pro primary industry

Plus Size & Extended Sizes Apparel Retail (CRAAABAJ)

Keywords

• Online fashion retail
• Casual apparel e-commerce
• Pop culture merchandise
• Direct-to-consumer clothing
• Youth fashion brand

Headquarters

HQ city

Mumbai

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Direct Product Sales: Primary revenue from direct-to-consumer sale of apparel, accessories, and footwear through owned e-commerce website, mobile app, and physical retail stores. Operates on one-time transaction model with no subscription component.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

Bewakoof is a direct-to-consumer (D2C) fashion brand that designs, sources, and sells its own-label casual apparel (T-shirts, shirts, joggers, jeans, hoodies, dresses, co-ord sets), accessories (sliders, sneakers, caps, backpacks), and licensed pop-culture merchandise through an owned e-commerce platform, native mobile apps, and a network of exclusive brand stores in India. The offering targets urban Indian youth with trendy, affordable everyday wear and features collaborations with major entertainment IPs such as Marvel, DC, Disney, Naruto, Peanuts, and Garfield.

Product overview

Bewakoof operates as a direct-to-consumer online fashion platform offering apparel and accessories for men, women, and unisex consumers. The product portfolio centers on the core Bewakoof e-commerce platform supplemented by multiple sub-brands including bewakoof® (core essentials), bewakoof heavy duty® 1.0 (premium durability), bewakoof air® 1.0 (breathable comfort), party animal by bewakoof (party-themed), and bewakoof american pima (premium cotton). The platform features extensive licensed character collaborations with Marvel, DC, Disney, Minions, Naruto, and other entertainment properties. The offering spans men's clothing (T-shirts, shirts, joggers, trousers, jeans, shackets, co-ord sets), women's clothing (T-shirts, tops, dresses, joggers), and accessories (sliders, sneakers, caps, backpacks). The platform is accessible via desktop website, mobile apps for Android and iOS, and over 30 offline brand stores.

Differentiator

Problem solved

Functional benefit

Brands

• Bewakoof Heavy Duty® 1.0: Sub-brand featuring heavy duty clothing line
• Bewakoof Air® 1.0
• Bewakoof American Pima
• Party Animal by Bewakoof

Products and services

• Men's Clothing Range of men's casual apparel including graphic printed, plain, and typography T-shirts, shirts (button-down, Oxford, printed, oversized), joggers, trousers, jeans, shackets, hoodies, polo T-shirts, and co-ord sets, available in sizes XS to 6XL with fits including oversized, regular, slim, baggy, super loose, and straight.
• Women's Clothing Diverse women's apparel collection including T-shirts, tops, pyjamas, dresses, joggers, and coordinated sets in sizes XS to 2XL with regular, oversized, boyfriend, and slim fit options.
• Accessories and Footwear Curated fashion accessories including sliders, casual shoes, sneakers, sling bags, backpacks, baseball caps, and clogs for men and unisex consumers, designed to complement Bewakoof's apparel line.
• Licensed Pop-Culture Character Apparel Officially licensed pop-culture merchandise collection featuring characters from Marvel, DC, Disney (Mickey, Minions, Toy Story), Naruto, Peanuts, Garfield, Looney Tunes, NASA, and other entertainment brands, offered across T-shirts, shirts, joggers, and accessories.
• Bewakoof® Brand (Core Essentials) Primary Bewakoof house brand offering core apparel essentials — T-shirts, shirts, and bottomwear — focused on everyday comfort and casual wearability for men and women.
• Bewakoof Heavy Duty® 1.0 Premium performance apparel sub-brand offering durable clothing with enhanced fabric quality and construction designed for extended wear and tougher everyday use.
• Bewakoof Air® 1.0 Lightweight apparel sub-brand featuring breathable fabrics engineered for enhanced comfort in warm and humid weather conditions.
• Party Animal by Bewakoof Party-themed apparel sub-brand offering bold, expressive fashion statements aimed at young consumers seeking distinctive occasion wear.
• Bewakoof American Pima Premium apparel sub-brand using American Pima cotton for superior softness and durability in T-shirts and apparel.
• Fanbook Mobile App Mobile shopping application enabling customers to browse, purchase, track orders, and engage with the Bewakoof community, available on Android and iOS, including exclusive app-only offers.
• Exclusive Offline Brand Stores Physical retail network of 30+ exclusive Bewakoof brand stores across 7 Indian cities, planned to expand to 40 stores by March 2026, providing in-person shopping for the full Bewakoof apparel and accessories range.

Quantifiable outcome

• 8% increase in operating revenue to INR 173 Cr in FY25
• +2 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Disney IndiasupportingStrategic or Co-development Partner · 1 June 2026Became brand partner for Toy Story 5 merchandise launch in June 2026. Develops and sells Disney-licensed apparel and accessories featuring Toy Story characters including Woody, Buzz Lightyear, and new characters Lilypad and Smarty Pants.

Scale indicators8 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• The Souled Store: Indian D2C fashion brand focused on pop-culture licensed apparel and casual wear targeting Gen Z and millennials. Closely comparable in customer segment, product mix (graphic tees, character merchandise), and omnichannel D2C-plus-offline model.
• Veirdo: Indian D2C casual and streetwear apparel brand selling affordable trendy clothing online. Comparable target customer (Indian youth), pricing band, and digital-first go-to-market, with overlapping product categories.
• Snitch: Indian D2C menswear brand offering trendy casual and streetwear at accessible price points. Comparable in target demographic (young Indian men), product range, and discount-led online retail model.
• Bonkers Corner: Indian D2C streetwear and casual apparel brand targeting Gen Z with bold graphics and trend-driven drops. Comparable in youth positioning, online-first model, and casual-apparel assortment.

Emerging players

• WYO: Indian D2C casual fashion brand offering everyday essentials and trendy wear for men and women. Comparable in price band and youth-customer focus, with growing overlap in product categories.
• boAt: Indian D2C lifestyle brand (initially audio, now wearables and accessories) with comparable youth-targeting DNA, owned-media strength, and ABFRL/TMRW peer group recognition. Useful comparable for D2C scaling dynamics rather than direct product overlap.

Broad incumbents

• Myntra: India's largest fashion-focused e-commerce marketplace owned by Flipkart/Walmart. Competes for the same Indian youth customer and apparel spending but operates as a multi-brand marketplace rather than a single-brand D2C retailer.
• Ajio: Reliance-owned fashion e-commerce platform offering apparel and accessories across price points. Comparable in serving Indian fashion consumers online but as a multi-brand retailer rather than a single-brand D2C operator.
• H&M: Global fast-fashion retailer with extensive presence in India. Overlaps with Bewakoof on affordable casual apparel and youth appeal but operates at vastly greater scale and through a different supply chain model.
• Zara: Global fast-fashion retailer with Indian storefronts. Competes for fashion-conscious Indian youth but positions at higher price points and a different supply chain cadence than Bewakoof.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/bewakoofcom
• Instagraminstagram.com/bewakoofofficial
• Xx.com/bewakoof

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds7 records

Investors11 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Bewakoof