Bewakoof Founder Prabhkiran Singh to Step Down After 14 Years

TMRW, the digital-first fashion venture of Aditya Birla Fashion and Retail Ltd, has announced a leadership change at its portfolio brand Bewakoof. Founder and CEO Prabhkiran Singh will step down from his role at the end of March 2026, concluding a 14-year journey with the company he co-founded.

Singh said he intends to focus on personal priorities, including health and family. He will continue in his position through March 2026 to oversee a structured transition and ensure business continuity.

Founded in 2012 by Singh and Siddharth Munot, both graduates of IIT Bombay, Bewakoof began as a small t-shirt venture operating from a single-room office in Mumbai. Over the years, it expanded into a digital-first fashion brand catering to Gen Z and millennial consumers with affordable apparel such as t-shirts, joggers and hoodies, along with mobile covers and accessories.

The brand was among the early entrants in India’s direct-to-consumer fashion space. It has since built a mobile app base of over 10 million users and a sizable social media presence.

In late 2022, Aditya Birla Fashion and Retail Ltd, through TMRW, invested INR 200 crore to acquire a majority stake in Bewakoof. The acquisition was completed in February 2023.

Currently, Bewakoof operates more than 30 exclusive brand stores across key cities and plans to scale to 40 stores by March 2026 as part of its ongoing expansion.

Prashanth Aluru, CEO of TMRW, said, “Prabhkiran has built Bewakoof into one of India’s distinctive youth-focused brands. The authenticity of its community and creative voice has been central to its journey. Since 2023, our efforts have focused on strengthening the business structurally while retaining the brand’s identity.”

Reflecting on his decision, Singh said, “I have spent a beautiful 14 years building Bewakoof, and the brand has become a significant part of my identity. From starting with INR 30,000 and a simple idea to building a nationwide youth brand, the journey has been deeply meaningful. Stepping away is not easy, but I believe this is the right time.”

He added, “The company is in a strong position, and I have confidence in the team and our partners to take it forward.”