Prabhkiran Singh, CEO & Founder, Bewakoof.
TheNFAPost Podcast

D2C fashion brand is on a fast track to clock Rs 2,000 crore in sales by 2025. The Company is planning to accelerate its growth trajectory by investing in marketing, branding, technology and talent acquisition, a release said.

Bewakoof, which recently rolled out celebrity led digital campaigns with Rajkummar Rao, Sanya Malhotra and Farhan Akhtar (Toofaan), plans to further build by signing other A-list celebrities to launch high decibel marketing campaigns across digital, OOH and TV.

On the technology side, the company intends to launch a gamification led loyalty program as it upgrades its Bewakoof Tribe by new and exclusive launches for the club members.

Bewakoof Founder and CEO Prabhkiran Singh said, “Bewakoof has emerged as the largest D2C fashion brand in India, this growth has come on the back of rolling out new categories, exclusive fashion range with brands like Coca Cola.”

“With the new fund raise, we are gearing to take the brand to an unexplored new customer base which will be enabled through mass media like TV and print campaigns. Our focus is to bring the best of fashion at the best of prices to our customers who have shown unwavering support and are the reason that we stand apart in a crowded segment like fashion,” he added.

Launched in 2012, by Prabhkiran Singh, Bewakoof has become synonymous with hatke fashion range of clothing, flip flops, mobile covers.

In the last 2 years, the company has successfully rolled out several new categories like kurtis, indo-fusion apparel, denims and much more. Over 6 million customers visit the company’s portal every month.

InvestCorp, Partner, Head of Private Equity, Gaurav Sharma said, “Bewakoof has demonstrated the grit and resilience to navigate through the Covid crisis and delivered a performance which speaks to the strength of the platform and the management team. It has innovated and realigned the business with new initiatives and has put in place a motivated team and other building blocks to achieve an accelerated growth. We are delighted to continue backing them for the next phase of growth of the Bewakoof brand.”

As Bewakoof scales up across categories, the company is also planning to launch new categories like activewear and innerwear in addition to scaling up newly launched beauty brand Cosmos.

To fuel its high powered growth, Bewakoof has raised an additional funding of Rs 60 crore in a round led by InvestCorp. IvyCap Ventures and Spring Marketing Capital have also participated in the round. The Company has so far raised Rs 170 crore including this round.

Bewakoof, which has served 6 million customers till date, continues to add over one lakh new customers every month. The Company is also planning to increase benefits for the Tribe members as it aims to add 1 million subscribers in the next 2 years from the current 1,50,000, by launching exclusive collections and giving early access to the Tribe members.

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