The success of Bewakoof – The fun and quirky fashion store

Here's the success story of online fashion store - and how bewakoof won young fashionistas through their innovative approach.

Online shopping sites have prospered with a massive recognition within the last decade. It is undoubtedly the convenience and ease that attracts millions of people to use them. Be it clothes, accessories, healthcare, appliances, or groceries; online shopping sites let you buy them from the comfort of your own home. You do not have to worry about the crowd and noise at malls, you can look through hundreds of products within minutes, and most of them have some fantastic offers. Online stores have evolved our idea of shopping so much that every time we need to buy something, we search for it on the internet. Bewakoof is one such online fashion store with a wide range of men’s and women’s clothing, accessories, mobile covers, etc. offers the biggest collection of fashionable and youth-oriented fashion at the best prices. This Mumbai – based company wishes to make high-street fashion affordable for the Indian youth. The bewakoof app is one of the leading shopping apps in India and has more than six million downloads as of now. They have 2 million followers on Facebook and have supplied merchandise to 10 Bollywood movies including Gunday, Bewakoofiyan, Gangs of Wasseypur, Boss, and Sholay.

Bewakoof has won the hearts of India’s younger population: an age group between 15 and 35 years. Their fun and quirky approach have attracted young minds, and they have a rapidly swelling popularity in our country. It is their distinctive and unique products that help them maintain the loyalty of their customers. More than 10 million products have been sold by bewakoof, and they ship to more than 19000 pin codes. Their journey of 8 years would have been incomplete without the efforts of their 250+ members. 


The founders of bewakoof

bewakoof co-founder - Prabhkiran Singh
bewakoof co-founder – Prabhkiran Singh

Bewakoof was launched in 2012 by IITians Prabhkiran Singh and Siddharth Munot after much discussion about the idea during their hostel days. They wanted to come up with a platform that would bridge the gap between high-end fashion and middle-class consumers. Prabhkiran and Siddharth set up the business with a fund of Rs.30,000 and later obtained a seed budget after six months of performance.

bewakoof co-founder - Siddharth Munot
bewakoof co-founder – Siddharth Munot

Siddharth had been working with an educational startup when they decided to start a business of printing on T-shirts. Prabhkiran had already begun his first undertaking in business during his college days with a lassi bistro before helping to establish Bewakoof in the year 2012. A solid devotee to camaraderie and morals, Prabhkiran considers the 200 colleagues working under him not as laborers, but as brand accomplices.

Prabhkiran Singh is now the director of bewakoof and leads the business and product verticals.


What makes bewakoof stand out?

bewakoof co-founder - Prabhkiran Singh
bewakoof co-founder – Prabhkiran Singh

The name ‘bewakoof‘ does seem a bit strange, don’t you think? Yes, it’s one of the most striking aspects of this shopping site. In Hindi, bewakoof means ‘stupid‘ and it is used to refer to anyone who does something strange. The founders of bewakoof believe that it is usually such people who can make a change in this world. They have the guts to do the right thing without caring about what society thinks about them. The younger generation of India lives by this same idea, and therefore bewakoof becomes relatable to the consumers they cater to.

The spirit of looking at things with a fresh perspective is what makes bewakoof stand out. Bewakoof hopes to make this world a better place through innovation, integrity, and thoughtfulness. They believe in trying new things and taking risks even when it does not assure success. The company never intends to step on others to reach forward. They also consider the common good of the society along with their own gains. 

Bewakoof upholds the revolutionary notion that a business should not be just concerned about financial profits. Their in-house facilities, like design, manufacturing, technology, data science, and marketing, also adds to their merit. Unlike other online stores, bewakoof designs and manufactures all their products and have thus established themselves as a brand. Until a few years ago, bewakoof used to sell through retail stores in Mumbai but soon discontinued any offline business.


The success of their online sales website screenshot website screenshot

Bewakoof has been able to grow its business by working closely with their fans exponentially. They launch new designs based on their observation of trends in lifestyle and fashion. Bewakoof also listens actively to its social media fan base of over 1.50 million. A vast number of people visit their webpage diverted from social media platforms. In the world of fashion, being quick in innovation is more critical than becoming big and established. 


Bewakoof is India’s highest socially linked brand. The impact that social platforms have on the lives of the young populace is gigantic, and bewakoof has the chance to utilize that. Their colossal fan base on Facebook empowers them to speak with the group superbly. Likewise, the startup uses all the tools that are available, similar to Google Ads and other promotions tools.

Bewakoof began selling through WhatsApp a few months back and presently, and they guarantee to make 15% of their entire exchanges through it. All you need to do is send details like item name, your name, and address through WhatsApp to their official number 7666655001. Bewakoof has received more than 10,000 pings from clients, including order arrangements, inquiries, recommendations, and related messages. 


Promotions and partnerships


The company had employed two strategies in the beginning: marketing of products through Justdial and giving publicity of the brand through Facebook. It soon gave rise to an impact and in under a couple of months, their Facebook page had around 75000 followers. They also organized widespread college campaigns in which students were paid to spread the word about the company on the campuses.

The company also had a collaboration with e-commerce brands like Snapdeal, Indiatimes Shopping, and Seventymm which allowed their products to have a wider reach. They also received funding from snapdeal founders Kunal Bahl and Rohit Bansal, and Former IDFC Securities MD, Nikhil Vora. Bewakoof has also partnered with Yashraj, T-series, Viacom18, Excel Entertainment, Zee TV, etc and has had associations with popular events like Comic-Con, NH7, and Mood Indigo, etc.

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Nidhia Sebastian is an English literature graduate who looks forward to a career that complements her passion. Her never-ending love for language has brought her to creative writing. Having an open heart to knowledge is what leaves her with a thirst to explore the world. She believes in living life to the fullest and hopes to convey the same enthusiasm through her words.

Disclaimer: The views, thoughts, and opinions expressed in the article have been curated for our audience and does not warrant a 100% accuracy. All the information mentioned in the article is subject to change according to the changing viewpoints. Feel free to reach us at [email protected] for any change or copyright issues.

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Nidhia Sebastian
Nidhia Sebastian
Nidhia Sebastian is an English literature graduate who looks forward to a career that complements her passion. Her never-ending love for language has brought her to creative writing. Having an open heart to knowledge is what leaves her with a thirst to explore the world. She believes in living life to the fullest and hopes to convey the same enthusiasm through her words.

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