Background

Bewakoof.com is an online apparel store that focuses on creating, manufacturing and selling
distinctive and quirky fashion for modern Indians. It was founded in 2012 with an investment
of 30,000 INR investment by two IITians Prabhkiran Singh and Siddharth Munot, with the
goal of making a positive impact via innovation, honesty, and thoughtfulness. The brand's
current turnover is INR 10 Crores. Students and young people aged 16 to 34 make up a
sizable portion of their consumer base. Bewakoof.com creates new designs based on trending
lifestyle and fashion trends The website attracts 1 million visits each month, the majority of
whom are redirected through their own social media channels.

USP 

 USP Design of the Day - every day at 3 p.m., a new design is released. 
 Color of the Month - every month, a new basic colour is released.
 FOMO Fridays - new products/collections every Friday
 Regional Designs - Bengali, Punjabi, and Marathi design
Following graduation, each of the founders began their careers in their own right. Prabhkiran
began his Lassi enterprise outside his college, Khadke Glassi, which had to be closed down
eventually. Siddharth, on the other hand, was working with an educational startup. They then
decided to establish their own business.

It was in 2010 when Prabhkiran Singh and Siddharth Munot were looking for a domain name
for their business; they came across Bewakoof.com and acquired it right away. The month of
April was about to begin and April fool’s Day was approaching. The duo, were sitting outside
their campus, contemplating potential business ideas. The concept of t-shirt printing was
finalized since it aligned with their mission of developing something amusing, clever, and
appealing for the youth. They researched on the latest trends that appealed to the youth and
began developing quotes for their T-Shirts accordingly. That's how Bewakoof came into
being. The duo finalized the name as 'Bewakoof' (stupid in Hindi) is how society perceives
those who engage in silly antics and do not conform to the society's rules and regulations.

The brand's remarkable strength is their engaging and catchy phrases printed on its numerous
t-shirts and other products. Apart from that, the replacement policy makes it easier for
customers to purchase any item. Customers can pay via COD, which allows them to see the
merchandise before accepting it from the channel partner.

Initially, Bewakoof used Justdial and Facebook to sell and promote its products. They
engaged with the millennials through memes and trolls, which were also used to advertise
Bewakoof's clothing collection. It worked with prominent e-commerce sites like Snapdeal,
Indiatimes Shopping, and Seventymm to sell its range of products and also encouraged
college students to promote 'Beewakoofy' across the campus in exchange for free shirts from
the firm.

With a planned expansion into major online marketplaces and retailers, their objective is to
discover a means to generate new user acquisition and sales.

Abstract

Bewakoof advocated being fashionably goofy when big fashion portals talked about being
smart and classy. With its wacky fashion assortment of clothing, backpacks, flip-flops, and
cell phone covers as well as the tagline "A Bewakoof Follows His Heart," Bewakoof has
established a niche in the minds and hearts of millennials.

Bewakoof, which began selling apparel and footwear in 2012, has aspirations to broaden its
base into active wear and innerwear, as well as scale its recently established beauty brand
'Cosmos’. Under the Cosmos brand, the company will sell products ranging from creams and
aftershave to bath salts and serums on its own portal as well as other marketplaces.

Bewakoof has received Rs 60 crore from InvestCorp, IvyCap, and Spring Marketing Capital
as of August 2021, with a target of Rs 2,000 crore in sales by 2025. The additional money
will be used to scale the business by investing in areas such as branding, technology, and
talent. On the technological front, the business plans to establish a loyalty programme based
on gamification. Bewakoof has launched celebrity-led digital ads with actors Rajkummar
Rao, Sanya Malhotra, and Farhan Akhtar in order to broaden its client base. It also wants to
strengthen its visibility by engaging customers through print and mass media initiatives.

The Mumbai-based firm has serviced six million clients to far and adds over 100,000 new
users each month. Bewakoof.com's top three rivals, based on Similarweb statistics of monthly
visitors, are Redwolf.in (502.18K), Myntra.com (48.54M), and Ajio.com (with 25.42M).