What Makes The 'Quirky, Witty, And Highly Successful Bewakoof Brand' Stand Out

December 22, 2022

Do you find the brand name 'Bewakoof' strange or relatable? The traditional meaning that Bewakoof means stupid has changed its course to Bewakoof meaning 'making a difference without worrying about what others think.'

This unique, trendy, and attractive brand name grabs your attention – not entirely for the name, but for how a 'Made-In-India' initiated concept was adapted and how the brand changed a 'T-shirt-making business' into a 100 crore D2C brand.

The Founding Story

When fashion brands were busy trying to be chic and royal with expensive price tags, the fashion e-commerce startup stood out from the rest by launching quirky, uncanny, and astounding designs that resonate with Gen Z and millennials.

Prabhkiran Singh and Siddharth Munot, Civil Engineers from IIT Bombay launched Bewakoof on April 1st, 2012. April Fool's day brought the brainstormers to go for the ‘Bewakoof” domain name for their humorous designs. Headquartered in Mumbai, Maharashtra, Bewakoof was initiated with a mission of bringing style and wit into the lives of young students by its founders.

Bewakoof launched its unique and crazy fashion apparel and slowly became one of the biggest brand names in India. This leading apparel brand has become one of the most pursued fashion trends creating a new niche in the fashion world.

The Creativity of being ‘Stupid’

'Bewakoof' as a brand formulates its production and marketing strategies based on people's opinions and choices. The brand has created an interesting presence among young people by listening to its 1.7 Million social media followers for innovative concepts.

Bewakoof believes in creating trending products that people love. Its social media fan base proves how Bewakoof is making an impact with its spirit of looking at things differently. With its innovative marketing techniques, 'New Month, New Color' or 'Design of the day,' the direct-to-consumer online fashion portal has grown from INR 30,000 to INR 250 crore in just 9 years.

"A Bewakoof follows his heart," the slogan of Bewakoof binds millennials and cultivates a culture that thrives on research and origination. They always strive to create something unique, breaking all records with their best-performing collections.

How Affordability Became 'Bewakoof's' Value Prop

Bewakoof functions on principles like honesty, affordability, and creativity. Their goal is to enable self-expression through their innovative products and to promote a guilt-free shopping experience. It is characterized by the spirit of looking at things from a different angle without conforming to societal norms.

Bewakoof is famous for its affordable range of t-shirts for both men and women, which are available in a stylish variety and premium quality. While big brands were charging thousands for the staple piece of clothing, Bewakoof offered a much better range with the lowest possible rates.

This competitive pricing immediately grasped the right attention of the millennials and made the brand stand out. The brand promoted distinctive fashion with in-house design, manufacturing, technology, data science, and marketing skills, thus improving its value proposition - affordability.

The world knows "Bewakoof" for its innovative design, reasonable prices, and direct-to-consumer model. Their products are made in India and are highly preferred by their consumers.

Key Success Milestones of 'Bewakoof'

  • 7 years of journey with 250+ team members and 1 Crore+ product sold!
  • 60 Lakh+ app downloads
  • The website flaunts over 2.5 million monthly visits
  • Shipping in more than 90 countries
  • More than 40.1 million Facebook followers
  • More than 2.39 million subscribers on Instagram

Where do they go from here?

Bewakoof is growing and is looking forward to a sales figure of INR 2,000 crores by 2025. The much-loved brand collaborates with the nation's top celebrities to scale its marketing and advertising campaigns. It also aims to increase its subscribers to one million in the next 2 years.

Will you be a Bewakoof or not?

Firmly believing in "Mann Ki Baat," Bewakoof thrives on a mechanism for achieving lifestyle goals. There are no fixed rules to success, and all it takes to be successful is inspiration, an idea, fruitful long-term savings, an instinct, and the power and willingness to deal with failures.

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Komal Chawla

Growth Marketing Lead - Organic
Linkedin logo used as a link to linkedin page
A Writer by Chance. Finance Wizard. If not working, you can find me binge-watching F.R.I.E.N.D.S!

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