The startup, backed by Snapdeal founders, claims to sell over 50,000 products a month
The entrepreneurial passion to create a quirky brand for the youth drove Prabhkiran Singh and Siddharth Munot to come up with their own online fashion and lifestyle brand called bewakoof.com. They first started out by selling t-shirts with funny and quirky messaging on it which helped them resonate with the youth and since then they have never looked back.
Prabhkiran shares that they never had plans to go online in the first place and they just got lucky. “We first launched the brand at our college festival in IIT Mumbai, back in 2011. These quirky t-shirts were in huge demand at the fest and people came back to us and wanted more of these t-shirts. At the spur of the moment we just told them that we will be coming out with a website soon and they can buy it online. And in the coming months people kept inquiring about our website launch and that sort of pushed us to launch Bewakoof.com in April 2012,” adds Singh.
This Mumbai-based brand was launched with an investment of Rs 30,000, followed by which they raised their seed fund just six months after launching their operations. Then they saw Snapdeal founders Kunal Bahl, Rohit Bansal and former IDFC Securities MD, Nikhil Vora investing in the brand. “When we first started out we sold only 350 products in a month, today we sell around 50,000-70,000 products a month,” says Singh.
Prabhkiran claims that theirs is a single brand firm manufacturing and marketing its own products, clearly targeting the youth of the country. “Our portal has over 3,000 style trends based on our observations from the social media,” says Singh. We have merchandise from 10 Bollywood movies so far now,” says Singh. Movie merchandising is another aspect that they have been aggressively focusing on. Singh claims that they have partnered with Yashraj, T-series, Viacom18, Excel Entertainment and Zee TV for their movies as their official merchandise partners.
Recently Bewakoof launched a category exclusively for women and they claim this collection to be affordable and stylish. Singh says that this step will increase its total sales revenue by up to 40%. In terms of competition Singh says that every e-tailer is a competitor for them but since they don’t believe in the strategy of providing discounts to their users, the battle to attract more users to their platform remains a challenge as they need to focus a lot on maintaining the quality of their products.