BEWAKOOF’S PRODUCTS CHANNEL A LIGHT-HEARTED SPIRIT: PRABHKIRAN SINGH - The Daily Guardian
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BEWAKOOF’S PRODUCTS CHANNEL A LIGHT-HEARTED SPIRIT: PRABHKIRAN SINGH

The brand’s philosophy is to add light-heartedness to life through its self-expressive products and fun shopping experiences.

Noor Anand Chawla

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It is no secret that Millennials and Gen-Zers have a penchant for quirky clothing and accessories. Brands that recognised and adapted to this trend, have done well for themselves. E-retail company Bewakoof is a great example of this. Launched in 2012 by Prabhkiran Singh, Bewakoof.com designs and manufactures its own line of clothing and accessories. The platform recently transitioned to a curated e-commerce site housing brands other than its own, with the objective of offering consumers access to curated fun expressive brand options across fashion, home, accessories, and beauty. It also launched its first streetwear line. “Our aim is to become India’s biggest platform for creative merchandise. We are including brands that speak to consumers’ hearts and meet important gaps in the market,” says the founder as he joins The Daily Guardian for a chat. Excerpts:

Q. Tell us about your journey into this business?

A. I have a Bachelor of Technology degree in Civil Engineering from the Indian Institute of Technology (IIT), Bombay. While growing up, I couldn’t afford supreme quality or branded products, so I started planning my entrepreneurial journey from an early age. My first business venture in college was a lassi cafe, known as Khadke gLASSI, and later I launched Bewakoof in 2012.

Siddharth Mahotra in Keep Calm T-Shirt.

I was always motivated to make a fashion brand that is affordable for the masses. Bewakoof was one of the pioneers in the Direct-to-Consumer industry in India and was the first one to cross the Rs 100 crore mark. Our products are manufactured at different factory sites across India primarily in Mumbai, Tirupur, Ludhiana, and Delhi, as well as a few other parts of NCR and Maharashtra. Our products are available on our website Bewakoof.com and our app. Recently, we also went live on top marketplaces like Amazon, Tata Cliq, and Myntra.

Q. What is the USP of Bewakoof?

A. Bewakoof has grown as a brand on social media, with content marketing being a key growth strategy. The brand’s philosophy is to add light-heartedness to life through its self-expressive products and fun shopping experiences. The expressions we use on our products are relatable as they are uniquely Indian in nature including prints in regional languages like Hindi, Marathi, Bengali, Telugu, Gujarati, etc. As the smaller towns of India have shifted online in the last three years, this has helped the brand grow. 

 We are popular for our casual clothing, and we recently launched Indo-fusion ethnic wear and sleepwear. We also have a range of collaborations with Coca Cola, Marvel, DC Comics, Looney Tunes, Star Wars, F.R.I.E.N.D.S, and Disney. The brand has 4.5 million fans on Facebook and 1.5 million followers on Instagram. 

We cater to customers pan-India, with the majority belonging to Tier II and III cities. We plan to go global next year, and our initial focus will be on the Middle East and Southeast Asian markets. 

Q. Do you feel your fashion offerings and merchandise are equally popular? Or is one more favoured than the other?

A. I believe they are equally popular. Our goal goes beyond building a clothing brand, as we want to narrate a story through our products. Our social handles will show you how we strive to be relevant by being the trendiest brand in the ecosystem.

Q. Tell us about your latest collection? 

A. We recently launched an exclusive collection in collaboration with Coca-Cola, as well as our festive collection. Every month, we have a ‘Colour of the Month’ series, where we dedicate the entire collection to a particular colour. In June, to celebrate Pride Month, we launched a limited-edition Pride collection which was hugely successful and appreciated by our customers across the board. 

T-Shirt from streetwear collection.

Q. What are you working on next?

A. We are in the process of building our newly launched beauty brand called Cosmos. Our aspiration is to be a house of brands that caters to all key segments of lifestyle, fashion, beauty, and much more. 

Fatima Sana Shaikh

We recently also collaborated with Rajkummar Rao, Sanya Malhotra, Sidharth Malhotra, and Fatima Sana Shaikh since they are perceived as youth icons who are fearless and speak their mind. Bewakoof as a brand identifies with this philosophy. Along with that we also partnered with the film ‘Toofan’ starring Farhan Akhtar. 

Q. What have been your biggest challenges in recent times? How have you overcome them?

A. E-commerce had the opportunity to grow. Bewakoof was relatively untouched with the lockdowns since we didn’t have a physical retail store and saved that expense. As things are slowly beginning to come back to normal, we are seeing strong recovery across various segments. We are planning to clock Rs 120 crore on brand sales this year.

Q. What have been the most rewarding moments for you so far?

A. From being an early innovator in the D2C space to being the largest D2C fashion player in India, we might look like we have come a long way, but internally, we feel we have just started. From being the underdog, we have grown and evolved to challenge the larger brands in the multi-billion-dollar fashion market.

The interviewer pens lifestyle articles for various publications and her blog www.nooranandchawla.com. She can be reached on nooranand@gmail.com.

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FOUR FILMMAKERS WHO GAVE LOVE A NEW DEFINITION WITH THEIR WORK

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MUMBAI: Indian Cinema enjoys playing with the concept of love. Over the years, filmmakers have come up with a different take on romance. Our screens have lit with passionate love sagas to nuanced love triangles to new-age digital romance.

But as conventional as the subject is, our industry has seen some of the most beautiful, unconventional, and relatably extraordinary love stories by a few filmmakers. These master storytellers have given the audience cinematic gems that presented ‘love’ with a new lens.

Here’s listing four directors and their work below one must watch for a refreshing take!

SHOOJIT SIRCAR: While Shoojit Sircar has diverse filmography, his representation of love in ‘October’ has a different fan base. The idea of slow and undefinable romance between two individuals was hauntingly beautiful.

IMTIAZ ALI: Well, Imtiaz Ali has given many modern-age classic love stories. His bubbly tale of romance with ‘Jab We Met’ and the intense saga of passion with ‘Rockstar’ seem to top the list.

VINIL MATHEW: Vinil Mathew discussed the nuances and messiness of love with both his projects. While ‘Hasee Toh Phasee’ dived into many layers of human relationships, ‘Haseen Dillruba’ took a pulpy route into small-town passion and infidelity.

SHAKUN BATRA: Shakun Batra is making noise for his attempt to talk about infidelity in a relationship with ‘Gehraiyaan’. He also took an unconventional route with ‘Ek Main Aur Ekk Tu’ when a love story ends with a friendship.

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KATRINA KAIF ROCKS BEAUTIFUL BEACH LOOK AT MALDIVES

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MUMBAI : Bollywood actor Katrina Kaif is all set to embrace the summer vibes, as seen from her latest social media post.

Taking to her Instagram handle on Monday, the actor, who is currently in the Maldives for a project, shared pictures from the beach. In the photos, the ‘Sooryavanshi’ star can be seen dressed in a white-and-green shirt with matching floral shorts. In the caption, she wrote, “#myhappyplace.”

Fans, friends and colleagues flooded the post with likes and comments. Zoya Akhtar dropped a heart emoticon. “Queen of million hearts,” a fan added.

On the work front, Katrina’s future projects include ‘Tiger 3’, ‘Merry Christmas’ and Farhan Akhtar’s ‘Jee Le Zara’, co-starring Priyanka Chopra and Alia Bhatt.

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RAJKUMMAR, BHUMI UNVEIL THEIR FIRST LOOK FROM ‘BADHAAI DO’

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MUMBAI: Get ready to have a smile on your face as actors Rajkummar Rao and Bhumi Pednekar have shared the first glimpse of their comedy film ‘Badhaai Do’. On Monday, the two took to their respective Instagram handles and unveiled the film’s first poster. In the poster, Rajkummar and Bhumi can be seen dressed as a bride and a groom. The image also shows them covering each other’s mouths.

Reportedly, Rajkummar plays the role of a cop and Bhumi essays the character of a PT teacher in the movie. “Kal aa raha hai hamara trailer. Kal Badhaai dena vaise aaj bhi dena chaho toh de sakte ho. #BadhaaiDoInCinemas Can’t keep it a secret anymore, Badhaai Do trailer out Tomorrow,” Rajkummar wrote. The movie is directed by Harshavardhan Kulkarni, is one of the most eagerly awaited family entertainers releasing this year in cinemas. Directed by Harshvardhan Kulkarni, ‘Badhaai Do’ is a sequel to the National Award-winning film ‘Badhaai Ho’, which chronicled the story of a middle-aged couple, played by Neena Gupta and Gajraj Rao, facing an unexpected pregnancy. The trailer of the upcoming film will be out on Tuesday.

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DISHA PATANI GROOVES TO‘YEH KAALI KAALI ANKHEIN’ SONG

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MUMBAI : Actor Disha Patani seems to be enthralled by Netflix’s latest offering ‘Yeh Kaali Kaali Ankhein’. On Saturday, Disha took to Instagram and shared a video of her grooving to the show’s title track.

For the unversed, the Netflix series has derived its title from Shah Rukh Khan’s hit song ‘Yeh Kaali Kaali Ankhein’ from the film ‘Baazigar’. With her video, Disha has started #YKKAGroove Instagram Reels Challenge.

Talking about the same, Disha said, “I’m a fan of 90s thrillers – the pulp, the catchy music, the drama and the action – they are complete entertainers that keep you hooked. Yeh Kaali Kaali Ankhein takes inspiration from these! When I heard that Netflix is also coming out with a new rendition of the iconic song, I was super thrilled to listen to it. It was a lot of fun performing this reimagined version! We are all very excited to kickstart the #YKKAGroove Instagram Reels Challenge and I cannot wait to see what the fans are going to do with the challenge to make it their own!” ‘Yeh Kaali Kaali Ankhein’ features Tahir Raj Bhasin, Shweta Tripathi, and Anchal Singh in the lead roles.

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VICKY KAUSHAL, SARA WRAP UP LAXMAN UTEKAR’S UNTITLED FILM

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NEW DELHI : Months after working for filmmaker Laxman Utekar’s untitled film, actors Vicky Kaushal and Sara Ali Khan have wrapped the shooting in Indore.

Actor Sharib Hashmi, who is playing a pivotal role in the movie, took to his Instagram handle and shared two pictures from the wrap party on the film set. The post that was shared on Saturday night features the whole cast and crew of the yet to be titled film.

Sharing the pictures, Hashmi wrote a heartfelt note that read, “Made beautiful memories on the sets of this beautiful (yet untitled) film with a dream team. Produced by the awesommme @maddockfilms @pvijan”

The ‘Filmistaan’ actor also praised Utekar, Sara and Vicky in the caption. “Director Saaab @laxman.utekar sirrr matlab aapne dil jeet liya ekdum ich @raghav_dop mere bhaii you’re a sweetheart [?] @vickykaushal09 ab main aur bvada wala fan ho gaya hoon yaarrr tumhara @saraalikhan95 aap staron jaisa behave .. kyun nahin karti yaarr. you’re such a sweetheart really,” Hashmi wrote.

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SHAH RUKH SENDS HANDWRITTEN NOTE TO ‘GOOD SOUL’ EGYPTIAN FAN

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UMBAI : Shah Rukh Khan has once again proved that he’s the king of hearts by his touching gesture of sending an autographed picture and handwritten note for an Egyptian travel agent fan.

On December 31, 2021, a Twitter user, Ashwini Deshpande, had shared that an Egyptian travel agent trusted her during a money transfer issue because she is from the country of Shah Rukh Khan. She tweeted, “Needed to transfer money to a travel agent in Egypt. Was having problems with the transfer. He said: you are from the country of @iamsrk. I trust you. I will make the booking, you pay me later. For anywhere else, I wouldn’t do this. But anything for @iamsrk. & he did!”

The tweet went viral and after meeting SRK’s fan, Deshpande requested Red Chillies Entertainment for an autographed photo of SRK for the Egyptian fan’s daughter.

She tweeted, “My husband & I finally met the man in this story today! I told him about the tsunami of good cheer his story generated. @RedChilliesEnt: he would be delighted with a photo of @iamsrk, autographed in his daughter’s name if possible. Please DM me if this can be arranged, thanks!” Their wish was fulfilled, as on Saturday, Deshpande updated that they have received three signed pictures of SRK along with a personalised message. She shared, “A very happy ending to this story. 3 photos signed by SRK arrived today, one with the nicest message for the Egyptian travel agent, one for his daughter & one for mine @Ketaki_Varma. Thanks @pooja_dadlani for getting in touch & of course to @iamsrk for the gracious gesture.”

In the handwritten note for his fan from Egypt, Shah Rukh wrote, “Thank you for being kind to my fellow Indian. Very gracious and generous of you. May your kind of good souls multiply.” 

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