Prabhkiran Singh, co-founder of D2C fashion brand Bewakoof, has announced that he will step away from the company after 14 years of building and scaling the business. Singh said he will continue leading the company until the end of March before shifting focus to personal priorities, marking a major leadership transition for one of India’s early digital-first fashion startups.
From Bootstrapped Startup to Gen Z-Focused D2C Brand
Founded in 2011 by Singh and Siddharth Munot, Bewakoof began as a bootstrapped venture targeting young Indian consumers with affordable, trend-driven apparel and accessories. The company adopted a direct-to-consumer model, selling primarily through its own website while expanding reach via marketplaces.
Bewakoof emerged as one of India’s early D2C fashion success stories, crossing Rs 100 crore in annual revenue and building a strong presence among Gen Z and millennial audiences through licensed merchandise and youth-centric branding.
Strategic Backing and Financial Growth Under Aditya Birla’s TMRW
In 2022, TMRW, the digital fashion arm of Aditya Birla Group, acquired a majority stake in Bewakoof through a Rs 200 crore investment. Since then, the brand has operated as part of TMRW’s broader portfolio of digital-first fashion businesses.
According to financial disclosures, Bewakoof reported operating revenue of around Rs 173 crore in FY25 while reducing losses by nearly 29% to Rs 73 crore. The company has raised over Rs 270 crore from investors including InvestCorp, IvyCap Ventures, and Spring Marketing Capital.
Singh’s exit signals a new phase for Bewakoof as it continues scaling under institutional ownership.
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