After 14 years, the cofounder of D2C fashion brand Bewakoof resigns

Bewakoof cofounder and chief executive Prabhkiran Singh has stepped down after 14 years at the helm of the direct-to-consumer fashion brand.

Announcing his decision in a LinkedIn post on Tuesday, Singh said he would be leaving the company to prioritise his health, family and personal goals. “Bewakoof has been my baby since I was 21 years old,” he wrote, adding that he will continue to lead the company until the end of March to ensure a structured transition.

Singh founded the Mumbai-based brand in 2012, building it into one of India’s prominent youth-focused fashion labels. In February 2023, TMRW, the house of brands under Aditya Birla Fashion and Retail, acquired a majority stake of 70–80% in the company for Rs 200 crore.

Over the years, Bewakoof scaled significantly, shipping more than 20,000 products daily and becoming one of the first D2C fashion startups in India to cross Rs 100 crore in revenue. The brand has also built a social media community of over six million followers.

Reflecting on his journey, Singh described it as one of personal and professional growth. “Bewakoof raised me while I was raising it,” he wrote, adding that the experience taught him resilience, leadership and the discipline to continue building through challenging phases.