Prabhkiran Singh, the Founder and CEO of the homegrown D2C powerhouse Bewakoof, today announced that he is stepping down from his role as CEO. The move marks the end of a 14-year tenure that saw the brand grow from a small venture into one of India’s most iconic youth fashion labels.
Singh, who co-founded the brand in 2011 shortly after graduating from IIT Bombay, shared the news in a LinkedIn post, citing a desire to prioritise his health, family, and personal goals. He will continue to lead the company through a transition period ending in late March 2026.
The story of Bewakoof is an ultimate ‘bootstrap’ success in the Indian startup ecosystem. Singh recounted the early days when he and co-founder Siddharth Munot operated out of a rented room in a Mumbai slum for Rs 6,000 a month.
“We were two newly graduated engineers with no business experience… I still remember days when we sometimes did t-shirt deliveries by local trains and answered customer queries ourselves,” Singh reflected.
Despite the humble beginnings, the brand achieved several historic milestones:
- Revenue Milestone: Became the first Indian D2C fashion startup to cross the Rs 100 crore revenue mark.
- Scale: Scaled from campus sales to shipping 20,000+ products daily.
- Community: Built a massive social media following of over 6 million fans, leveraging quirky, relatable designs that resonated with Gen-Z and millennials.
A New Chapter Under TMRW and Aditya Birla
Singh’s departure comes at a time when the company is “structurally ready” for its next phase. In late 2022, TMRW, an Aditya Birla Group venture, acquired a majority stake in Bewakoof for approximately Rs 200 crore.
Since the acquisition, Bewakoof has integrated into TMRW’s “House of Brands” strategy, benefiting from the conglomerate’s supply chain and retail expertise. Singh noted that with a strong leadership team now in place and the backing of the Aditya Birla Group, the “14-year-old child” he raised is ready to soar on its own.
What’s Next for the “Chief Bewakoof”?
While Singh has not announced his next venture, he remains an active angel investor and a prominent voice in the startup community.
“I will forever cheer for Bewakoof from the sidelines, celebrating its every win. Onwards and upwards – to a 100-year legacy and beyond!” Singh concluded.
