Bewakoof: CEO History

Bewakoof sells everyday casualwear carrying Hindi and English slogans, pop culture graphics and licensed artwork, aimed at Indian shoppers in their teens, twenties and thirties. The brand was built on content rather than advertising: the founders ran an online Bewakoof magazine before the shop opened, and the Facebook page reached 75,000 followers within about a month of the site going live on 1 April 2012. Most sales still come through bewakoof.com and the Bewakoof app, with online marketplaces and a growing exclusive brand store network added after Aditya Birla Fashion and Retail's TMRW took majority control in February 2023. The company is headquartered in Mumbai, India.

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.