Youth-focused fashion label Bewakoof has entered the Indore market with a new Bewakoof Indore store at Phoenix Citadel, adding a high-visibility stop to its brick-and-mortar map in central India.

We’ve Been Dreaming Of You- Founder Upon Bewakoof Indore Store Launch

Announcing the launch, the founder Prabhkiran Singh struck an emotional note about the city’s pull. “Indore, we’ve been dreaming of you,” the post read, adding that the brand now has “its very own yellow BEWAKOOF® corner” in “the heart of Madhya Pradesh.” The message framed the opening as more than a routine rollout, positioning it as a nod to a city that, in the founder’s words, carries “that magic, that warmth, that unmistakable ‘dilwale’ spirit.”

The outlet sits inside Phoenix Citadel, one of Indore’s busiest shopping destinations. While the company did not disclose store metrics, the choice of location signals an intent to meet core shoppers where they already spend time, on weekend footfall corridors and among mall-first audiences that increasingly blend online discovery with offline trial.

Bewakoof built its following with a bold, youth-centric voice and a distinctive brand palette, most recognizably, its yellow. The new store’s look is expected to echo that identity, creating a physical touchpoint for repeat customers and curious first-timers who prefer to feel fabrics, try fits, and browse limited drops in person.

The founder’s note doubled as an open invitation to residents and travelers. “Whether you’re a local or just passing through, drop by and say hi at Phoenix Citadel, Indore,” the post said. “Let’s paint this beautiful city our favourite shade of yellow.”

For Indore’s retail landscape, the addition reinforces the city’s status as a magnet for national labels consolidating in tier-2 hubs. For Bewakoof, it is another step in a broader push to deepen customer engagement beyond screens, turning social-media familiarity into store-floor loyalty.

Also Read: Bewakoof Named Top Performing Brand at Vegas Mall