Institutional era begins at Bewakoof as founder Prabhkiran Singh resigns as CEO
https://www.dfupublications.com/index.php/component/search/?searchword=bewa&searchphrase=all&Itemid=21625 February 2026, Mumbai
After a 14-year tenure that transformed a bootstrapped startup into a cornerstone of India’s Direct-to-Consumer (D2C) ecosystem, Prabhkiran Singh has announced his decision to step down as CEO of Bewakoof. Singh will maintain his leadership role through a structured transition period ending March 31, 2026. This leadership shift occurs as the brand enters a high-velocity institutional phase under the stewardship of TMRW, the ‘House of Brands’ venture by the Aditya Birla Group.
Maturation of the D2C model and profitability focus
Singh’s departure signals a broader sectoral trend where founder-led digital ventures are integrating into larger corporate frameworks to achieve sustainable scale. Under the TMRW umbrella, Bewakoof has aggressively pivoted toward operational efficiency, narrowing its losses by 29 per cent to approximately Rs 73 crore in FY25, even as it maintained a steady revenue run rate of Rs 173 crore. The brand currently processes over 20,000 shipments daily, supported by a loyal social media community of 6 million followers. The company is now structurally ready for its next chapter, backed by a robust leadership tier and institutional capital, notes Singh, highlighting the transition from a ‘firstborn’ venture to a mature market player.
Omnichannel acceleration and quick commerce integration
The next frontier for Bewakoof involves a rapid physical retail rollout and logistics innovation. The brand recently accelerated its offline footprint to 22 EBOs, executing a ‘one store per week’ launch strategy in late 2025 across markets like Raipur, Bengaluru, and Hubli. Furthermore, leveraging TMRW’s technological stack, Bewakoof is piloting two-hour delivery in Bengaluru, positioning itself at the forefront of the burgeoning fashion quick commerce segment. This omnichannel synergy is designed to drive the brand toward a long-term goal of becoming a Rs 1,000 crore revenue powerhouse.
Founded in 2011, Bewakoof is a Mumbai-based lifestyle brand specializing in trend-led apparel and licensed merchandise for Gen Z and Millennials. Since its acquisition by Aditya Birla Group’s TMRW in 2022, the brand has shifted from online-only to a robust omnichannel model. With a historical milestone of being among the first Indian D2C labels to cross the Rs 100 crore revenue mark, Bewakoof is now focused on achieving EBITDA-positive growth through Tier-I and Tier-II retail expansion.
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