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Prabhkiran Singh will step down as CEO of Bewakoof in March 2026 after 14 years. TMRW of Aditya Birla Fashion and Retail Ltd. will lead the brand's next growth phase, expanding stores and presence.
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Prabhkiran Singh, Founder and CEO of online merchandising store Bewakoof, will step down at the end of March 2026, closing a 14-year stint at the youth-focused fashion brand he founded in 2012. The company said in a statement that Singh resigned to focus on personal goals, including health and family.
The announcement was made by TMRW, the digital-first fashion venture of Aditya Birla Fashion and Retail Ltd., which owns a majority stake in Bewakoof.
Founded as a small T-shirt startup operating out of a single-room office, Bewakoof grew into one of India’s early digital-first fashion brands.
The company built a mobile app base of over 10 million users and a strong social media community, with 4.5 million followers on Facebook and 1.8 million on Instagram.
In late 2022, Aditya Birla Fashion and Retail Ltd., through TMRW, invested ₹200 crore to acquire a majority stake in Bewakoof. The acquisition was completed in February 2023.
Since then, the brand has expanded beyond its owned D2C platform to strengthen its marketplace presence and enter offline retail for the first time.
Bewakoof currently operates more than 30 exclusive brand stores and is on track to scale to 40 stores by March 2026.
Singh said, “I have spent a beautiful 14 years building Bewakoof, and this brand has become my identity. It has been an incredible journey, from starting with just ₹30,000 and a dream, to creating a pan-India youth brand.”
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He added that while stepping away is not easy, the timing is right.
Announcing the transition, Prashanth Aluru, CEO of TMRW, said, “Prabhkiran has built Bewakoof into one of India’s most distinctive and culturally resonant youth brands. Bewakoof is entering its next phase with stronger fundamentals and a clear roadmap focused on disciplined, sustainable growth. We remain deeply committed to scaling this brand into a long-term fashion powerhouse within the Aditya Birla ecosystem.”
