Bewakoof Founder Prabhkiran Singh To Step Down

D2C fashion brand Bewakoof’s founder and CEO Prabhkiran Singh has stepped down from his position after helming the brand for about 14 years. While Singh plans to prioritise his health, family, and other personal goals moving forward, he will support a structured handover process through March 2026 to ensure continuity and clarity across the organisation.

“After 14 years of building, I feel it is the right time to prioritise my health, my family, and personal goals that deserve attention. Bewakoof is now structurally ready for its next phase, with a strong leadership team and the backing of TMRW and the Aditya Birla Group,” Singh said in a post on LinkedIn.

For context, Bewakoof is a D2C fashion and lifestyle brand that sells clothing, accessories, notebooks, and backpacks targeted at millennials and Gen Z consumers.

The company claims that its D2C platform has grown to a mobile app base of more than 10 Mn users over the years.

In late 2022, Aditya Birla Fashion and Retail (ABFRL), through its subsidiary TMRW, acquired a majority stake in D2C fashion brand Bewakoof for ₹200 Cr. The deal, completed in February 2023, aimed to scale Bewakoof by leveraging TMRW’s supply chain and expanding its offline presence.

TMRW itself was launched in 2022 as ABFRL’s digital-first roll-up platform to acquire stakes in fashion and lifestyle brands.

As of now, TMRW’s portfolio includes D2C startups Bewakoof, The Indian Garage Co., Wrogn, Urbano, Nobero, among others.

In the December 2025 quarter, TMRW’s revenue grew 29% to ₹242 Cr from ₹187 Cr in the previous year quarter. Its EBITDA loss declined 8% to ₹57 Cr from ₹62 Cr in the previous year quarter.

In this, ABFRL’s managing director Ashish Dikshit said that Bewakoof contributed significantly. “Bewakoof, which is one major brand that we had sort of acquired and which was struggling to grow in the early years, is now beginning to record 40% to 50% growth,” he said during Q3 earnings call.

Singh’s exit comes at a time when it is doubling down on expanding its offline presence of its brand portfolio. TMRW added over 15 new stores in Q3, expanding its physical presence to 90+ exclusive stores across the brand.

This is in line with the broader trend of online-first D2C brands launching brick-and-mortar stores in order to increase brand visibility and tap their next growth phase. For example, MyDesignation and Snitch recently raised funding in order to enable their offline expansion.

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