Bewakoof
Acquisitions
3
Major Deals Covered
$19M
Disclosed Deal Value
Bewakoof's largest disclosed acquisition here is D2C Streetwear Manufacturing Works for $8.5M in 2020. This page covers 3 major deals from 2020 to 2022, each with its price where disclosed and the reason behind it.
| Company | Year | Price | Purpose |
|---|---|---|---|
| Redwolf Merchandising Licensing Assets | 2021 | $6.0M | Acquired pop culture character licensing partnerships and digital design assets for superhero apparel lines. |
| D2C Streetwear Manufacturing Works | 2020 | $8.5M | Acquired specialized garment printing and automated cutting facilities in Tirupur, Tamil Nadu. |
| Cosmos Beauty Skincare Lines | 2022 | $4.5M | Acquired direct-to-consumer beauty and personal care formulas to launch Bewakoof Cosmos self-care products. |
2022
$5M
Acquired direct-to-consumer beauty and personal care formulas to launch Bewakoof Cosmos self-care products.
Enabled cross-selling of youth-oriented grooming, perfumes, and skincare alongside apparel collections.
Expanded customer lifetime value across Bewakoof's registered mobile app user base.
2021
$6M
Acquired pop culture character licensing partnerships and digital design assets for superhero apparel lines.
Strengthened Bewakoof's licensed merchandise catalog with Marvel, DC Comics, and Disney apparel lines.
Increased average order value and expanded Bewakoof's market share among college students and young professionals.
2020
$9M
Acquired specialized garment printing and automated cutting facilities in Tirupur, Tamil Nadu.
Brought customized print-on-demand and heavy-weight cotton t-shirt manufacturing directly in-house.
Reduced inventory lead times from four weeks to under forty-eight hours for viral streetwear drops.
Under TMRW, Bewakoof is adding channels rather than changing what it sells. It moved from an owned-platform-only model onto online marketplaces and into physical retail, running more than 30 exclusive brand stores by February 2026 with 40 targeted by the end of that fiscal year. Category width has come from bottomwear, activewear, innerwear, footwear and licensed merchandise, plus the Cosmos beauty line launched in July 2021 and the Bazaar marketplace added in December 2021. On launching Cosmos the company said it was aiming for Rs 1,000 crore of revenue within two years; it reached Rs 243 crore in the year to March 2026.
Bewakoof designs its own apparel and accessories and sells them under its own brand, mainly through bewakoof.com and its mobile app, with online marketplaces and exclusive brand stores as secondary channels. Goods are almost the whole business: in the year to March 2022 products were 94.3 percent of operating revenue, while subscription fees from the TriBe loyalty programme and advertising commissions charged to other brands together came to Rs 9.21 crore. Buying the goods it sells is the largest cost line, Rs 134 crore out of Rs 336 crore of total expenses in the year to March 2026, ahead of marketing at Rs 62 crore and shipping and handling at Rs 29 crore. Returns are a structural drag: about 25 percent of gross orders came back in FY2025, down from roughly 30 percent a year earlier.
TMRW announced the Rs 200 crore majority investment in November 2022 and the deal completed in February 2023 through Aditya Birla Digital Fashion Ventures.
A majority stake reported at 73 to 80 percent at announcement. The FY2025 filings put Aditya Birla Digital Fashion Ventures at 86 percent, with founder Prabhkiran Singh on 12.5 percent.
They were bought out. TMRW structured the Rs 200 crore as a secondary purchase that gave every existing investor, including Investcorp and IvyCap Ventures, an exit.
No acquisitions by Bewakoof have been reported. It grew by adding its own ranges, including the Cosmos beauty line in July 2021, and by opening the Bazaar marketplace to other brands in December 2021.
TMRW's digital-first brands include Berrylush, Bewakoof, Natilene, Juneberry, Nauti Nati, Nobero, Urbano and Veirdo.
In 2022, Bewakoof was acquired by TMRW, the massive digital-first "house of brands" venture backed by the Aditya Birla Group, for roughly $24 million.
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