Bewakoof
Bewakoof is an Indian direct-to-consumer fashion brand founded in 2012 by IIT Bombay graduates Prabhkiran Singh and Siddharth Munot. It sells casual apparel, best known for T-shirts with pop culture, meme and pun designs, as well as phone cases.
| Founded | 2012 |
|---|---|
| Founders | Prabhkiran Singh, Siddharth Munot |
| Model | Direct to consumer, online |
| Facility | Bhiwandi, near Mumbai |
| Website | bewakoof.com |
What is Bewakoof?
Bewakoof is a youth-focused casualwear brand from India that grew up on social media. Its co-founders have described it as a brand that was made on social media, using humour, viral memes and wordplay in its designs.
History
The company was founded in 2012 by Prabhkiran Singh and Siddharth Munot, both graduates of IIT Bombay. In its early years it was largely bootstrapped and backed by angel investors, including Snapdeal co-founders Kunal Bahl and Rohit Bansal. It operates a large production and warehousing facility in Bhiwandi, on the outskirts of Mumbai.
Products and positioning
The brand's core product is the graphic and slogan T-shirt, alongside wider apparel and phone cases. Its positioning combines design and quality at affordable prices, supported by:
- Small batch production
- Fast design turnaround
- A no-discount approach in its early years
Distribution
Bewakoof sells directly to consumers through its own website, which it has described as its main retail channel.
Why it matters
Bewakoof is one of the earlier Indian examples of a fashion brand built online first, using social media content and quick design cycles rather than traditional retail to reach young shoppers.
Frequently asked questions
Who founded Bewakoof?
Bewakoof was founded in 2012 by Prabhkiran Singh and Siddharth Munot, both IIT Bombay graduates.
What is Bewakoof known for?
It is known for affordable casual apparel, especially T-shirts with pop culture, meme and pun designs.