D2C fashion chain Bewakoof cofounder steps down after 14 years

D2C fashion brand Bewakoof’s cofounder and CEO Prabhkiran Singh has stepped down 14 years after starting the company.

“Bewakoof has been my baby since I was 21 years old,” Singh said in a LinkedIn post on Tuesday, announcing his decision to leave the company to prioritise his health, family, and personal goals. He will continue to lead the company until the end of March to ensure a structured transition.



Singh founded the Mumbai-based company in 2012. In February 2023, TMRW, the house of brands under Aditya Birla Fashion and Retail, acquired 70–80% stake in the (can't we get the precise percentage instead of a range) firm for Rs 200 crore.

“Over the years, Bewakoof scaled into one of India’s prominent youth fashion brands. The company currently ships over 20,000 products a day and was among the first D2C fashion startups in the country to cross Rs 100 crore in revenue. It has also built a social media community of over 6 million followers,” Singh said in the LinkedIn post.

Singh described the journey as one of personal and professional growth. “Bewakoof raised me while I was raising it,” he wrote, adding that the experience taught him resilience, leadership, and the discipline to continue building through difficult phases.