Bewakoof CEO Prabhkiran Singh steps down after 14 years of leadership
Prabhkiran Singh, the founder and CEO of Bewakoof, has stepped down after leading the D2C fashion brand for 14 years. His departure follows a period of rapid growth under Aditya Birla Fashion and Retail (ABFRL), which acquired a majority stake in the company in late 2022. Singh will now focus on his health, family, and personal goals while assisting with a transition until March 2026.
Bewakoof, a lifestyle brand targeting millennials and Gen Z, was acquired by ABFRL's digital-first platform TMRW in 2022 for ₹200 Cr. The deal accelerated the brand's expansion, growing its workforce from around 300 employees in 2023 to over 500 by 2025. By 2026, the company employs approximately 500-600 people, alongside a user base of over 10 million on its mobile app.
TMRW, ABFRL's roll-up platform for fashion brands, has also expanded its physical footprint. In the third quarter of 2025, it added 15 new stores, bringing its total to over 90 exclusive outlets. The company's revenue for the December 2025 quarter rose by 29% to ₹242 Cr, while its EBITDA loss narrowed by 8% to ₹57 Cr.
Singh's exit comes as other D2C brands like MyDesignation and Snitch secure funding to push into offline retail. His decision marks the end of an era for Bewakoof, which has grown from a niche online brand into a major player in India's fashion market.
Singh will remain involved in the transition until March 2026, ensuring a smooth handover. The brand's growth under TMRW reflects broader trends in D2C fashion, where digital-first companies are increasingly expanding into physical retail. With a strong user base and rising revenues, Bewakoof is positioned for further development under new leadership.
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