How Bewakoof Makes Money

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.

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.