Prabhkiran Singh, co‑founder of youth-focused apparel brand Bewakoof, will step down from his active leadership role by March 2026 after 14 years at the helm, marking a planned transition as India’s direct‑to‑consumer (D2C) fashion sector matures and early‑era founders move into new phases of their careers.
From a bootstrapped startup to a recognised D2C player
Singh and co‑founder Siddharth Munot launched Bewakoof in 2011 with a simple proposition: affordable, trend‑driven apparel for young Indians. At a time when e‑commerce fashion was nascent in India, the duo embraced a digital‑first strategy, building the business from the ground up with limited capital and a small, hands‑on team.
Bewakoof’s early differentiation lay in its strong cultural connect—witty taglines, pop‑culture inspired designs and accessible pricing—which resonated with college students and first‑time online shoppers. Over time, the product range broadened from graphic T‑shirts to joggers, dresses, sleepwear, mobile covers, backpacks and licensed merchandise, while social media and community marketing helped scale brand recall.
Acquisition and strategic realignment
A significant turning point came when TMRW, the digital fashion arm of the Aditya Birla Group, acquired a majority stake in Bewakoof. The deal provided institutional capital, operational muscle and a more structured growth roadmap, enabling the brand to expand omnichannel distribution—retaining its e‑commerce strength while exploring offline retail formats and marketplace partnerships.
During this phase, Singh played a central role in balancing the brand’s original identity with the operational rigour required by a larger corporate parent, helping to integrate efficiencies without losing the company’s core consumer appeal.
A deliberate, personal decision
Singh has cited personal priorities, including health and family, as reasons for stepping away after more than a decade of continuous involvement. Company insiders describe the move as planned rather than abrupt, occurring at a time when Bewakoof has formalised processes, an established customer base and strong financial backing.
Industry observers note this departure reflects a wider pattern in India’s startup ecosystem, where first‑generation founders transition out once businesses reach scale and stability, allowing professional management to drive the next growth phase.
Outlook for Bewakoof
The leadership change closes a foundational chapter but leaves Bewakoof positioned for continuity. With institutional support from the Aditya Birla Group, a clarified omnichannel strategy and retained brand equity among young consumers, the company is expected to pursue further expansion while preserving the elements that made it a prominent name in India’s D2C fashion segment.
