It is always a bit bittersweet to see the end of one chapter but the beginning of another. This seems to be a sentiment shared by many when Bewakoof co-founder and long-time CEO Prabhkiran Singh revealed that he will be stepping down from his role after 14 years at the helm of the youth-centric apparel brand.
In an emotional post published on his LinkedIn page, Singh reminisced about the humble beginnings of the company and how those early struggles shaped both his life and the company’s culture.
What Did He Say?
On Tuesday, Prabhkiran Singh announced in a LinkedIn post that he will be stepping down from his post, writing with a simple, “I have decided to leave Bewakoof, the company I co-founded and have led for the past 14 years.”
Singh went on to explain his early days with the company, writing, “BEWAKOOF® has been my baby since I was 21 years old. I was inspired by Walt Disney, and I, too, wanted to create something that lasted 100 years.
We were two newly graduated engineers with no business experience. We started Bewakoof out of a tiny room in a Mumbai slum in 2011. Back then, equity funding was rare, and the idea of a D2C brand taking off in India seemed almost foolish.
Being limited by funds, we built brick by brick, often with our own hands. – I still remember days in the early years when we sometimes did t-shirt deliveries by local trains and answered the customer queries ourselves.
But fast forward to today: that crazy idea blossomed into one of India’s most loved youth brands. We went from selling a few t-shirts on campus to shipping 20,000+ products a day. Years back, Bewakoof became the first D2C fashion startup in India to cross ₹100 crore in revenue, and over the years, we built an online community of 6 million+ social media followers who wear our products with pride.”
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Singh also wrote about the lessons he learned over the years, stating, “It wasn’t only the company that was growing; I was growing too. It’s been 1.5 decades.
Bewakoof raised me while I was raising it. It taught me how to take punches without becoming bitter. How to stay playful without becoming careless. How to lead people without losing the person at home. How to keep building when you’re tired, and keep showing up when nobody is clapping.”
He then went on to explain the reason for his decision and why it makes sense now, saying, “After 14 years of building, I feel it is the right time to prioritise my health, my family, and personal goals that deserve attention. Bewakoof is now structurally ready for its next phase, with a strong leadership team and the backing of TMRW and the Aditya Birla Group.”
He concluded the post writing, “To all my colleagues (past and present), our partners, and our customers – from the bottom of my heart, THANK YOU. Bewakoof’s journey has never been about one person; it’s about all of us. This startup is my firstborn, and like any parent, a part of me doesn’t want to let go.
But I take solace in knowing that the 14-year-old “child” we raised is now all grown up and ready to soar on its own. I will forever cheer for Bewakoof from the sidelines, celebrating its every win. Onwards and upwards – to a 100-year legacy and beyond!”
Singh will be staying in position till the end of March, reportedly to oversee a smooth transition and business continuity.
Singh’s departure comes as Bewakoof stands on firm footing. Founded by Singh and co-founder Siddharth Munot in 2012 while both were fresh from IIT Bombay, the brand started in a tiny Mumbai room with minimal resources and maximum ambition.
They bootstrapped the business, collecting a few thousand rupees from families and savings, embracing the direct-to-consumer model long before it became mainstream in India.
In a 2025 LinkedIn post, Singh had written about how the first ‘office of Bewakoof started in a small space on the top floor of a tin shed in a Mumbai slum. He wrote, “Our first ‘office’ was in a slum in Mumbai, Rs 6,000/month rent for a small space on the top floor with a tin shed. With plastic chairs to sit on and makeshift tables…Between the Mumbai sun and the heat from our machines, it was unbearable without an AC.”
A pivotal moment in the brand’s history came in late 2022, when Aditya Birla Fashion and Retail Ltd’s digital fashion division TMRW invested Rs. 200 crore to acquire a majority stake in the business, an endorsement of both its commercial success and potential for future scale.
Speaking to the media, Singh also 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.”
Image Credits: Google Images
Sources: Financial Express, The Economic Times, Entrepreneur
Find the blogger: @chirali_08
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