Prabhkiran Singh, co-founder and CEO of youth fashion brand Bewakoof, has announced he will be leaving the company he has led for the past 14 years, saying he wants to prioritise his health, family, and personal goals. Singh said he will continue to lead Bewakoof till the end of March.
In a detailed note, Singh described Bewakoof as his “baby” and said he began building the brand at 21, inspired by Walt Disney and the ambition to create a company that lasts “100 years.”
From a tiny room in 2011 to a national youth brand
Singh recounted that Bewakoof began in 2011, started by “two newly graduated engineers with no business experience,” operating out of “a tiny room in a Mumbai slum.” With limited capital, he said the early years were intensely hands-on, sometimes involving local train deliveries and personally replying to customer queries.
Over time, that early hustle grew into scale. Singh said Bewakoof progressed from selling “a few t-shirts on campus” to shipping 20,000+ products a day, and built an online community of 6 million+ social media followers.
He also stated that Bewakoof became the first D2C fashion startup in India to cross ₹100 crore in revenue.
“Bewakoof raised me while I was raising it”: Prabhkiran Singh
The founder framed his decision as a personal turning point after a long building cycle, calling it “1.5 decades” of growth that shaped him as much as it shaped the company.
“It taught me how to take punches without becoming bitter… How to keep building when you’re tired, and keep showing up when nobody is clapping,” Singh wrote, describing the emotional and physical demands of entrepreneurship.
Transition and next phase under TMRW and Aditya Birla Group backing
Singh said the company is “structurally ready” for its next phase, citing a strong leadership team and the backing of TMRW and the Aditya Birla Group.
He also struck a note of reassurance to stakeholders, emphasising that Bewakoof’s journey “has never been about one person,” and thanked colleagues, partners, and customers for helping build the brand.
Singh indicated he will remain in charge through March-end and plans to share more personal stories about the company’s journey in the coming weeks.
“PS – I will be leading Bewakoof till March end. And in the coming weeks, will be sharing stories never shared before. Stay tuned,” he wrote.
Founder transitions often mark a new chapter for consumer brands—especially those that start with a deeply founder-led culture and community. In Singh’s telling, Bewakoof has reached the point where it can operate beyond the founder’s daily presence, “all grown up,” as he put it, while he shifts focus to health and family.
He signed off with the same long-view ambition that, by his account, sparked the journey at 21: “Onwards and upwards, to a 100-year legacy and beyond!”
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