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 [email protected]

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Comedian Raju Srivastava suffers heart attack, admitted to AIIMS

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Comedian Raju Srivastava has suffered a heart attack and has been admitted to AIIMS, Delhi. Comedian Srivastava’s health deteriorated last night after which he suffered from a heart attack.

Srivastava fell unconscious when he was working out on a treadmill at the gym. Later he felt severe chest pain and then collapsed after which his trainer brought him to the hospital.

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Bollywood actor Taapsee Pannu’s film ‘Shabaash Mithu’ is all set to stream on OTT platform Voot. Recently the movie released in theaters but failed to impress the audience.

The movie is based on the life of Indian cricketer Mithali Raj. Pannu’s movie is slated to stream on Voot select in Hindi, Tamil, and Telugu. Meanwhile, the final streaming date of the film is still awaited.

Earlier on Tuesday, Voot Select dropped a teaser of the film on Instagram. “The untold story of a fighter, an achiever, and a game changer who deserves a ‘Shabaash’ over and over again. Watch Taapsee Pannu as ace cricketer Mithali Raj, in the World Digital Premiere of Shabaash Mithu, Coming soon on #VootSelect,” Voot captioned.

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‘If you don’t feel like watching the movie, then don’t’, Akshay Kumar reacts to boycott Raksha Bandhan trend

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Bollywood star Akshay Kumar is in the news these days for his film ‘Raksha Bandhan’. A campaign of boycott is being run against Kumar’s film.

Meanwhile, Akshay Kumar himself has broken the silence on this whole controversy. He said in a special conversation that if someone does not want to see this film, then do not watch it, because we live in independent India. He recently said this at a promotional event for the film in Kolkata.

“If you don’t feel like watching the movie, then don’t. It’s a free country and the film is out there, so if someone wants to watch it or not, it’s up to them. I would like to tell you, no matter which industry it is, be it the clothing industry, film industry, or anything else, all of these help the economy. But doing things like boycotting movies, it doesn’t make sense,” Kumar said.

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“I’m excited and looking forward to being part of celebrating all things movies and cinema in Melbourne. I’m elated to have been invited by IFFM and to be part of a festival that truly celebrates Indian cinema in all its glory. For them to confer me with the Leadership in Cinema award is truly an honor for me and I’m thankful to the jury and the team of IFFM. To be in another country celebrating Indian pride and Indian content alongside my peers in something I’m truly looking forward to,” Bachchan said.

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The pop star apologised on his Instagram on Sunday for making “inappropriate comments” on a user’s post.

Contrary to his persona, Justin revealed that he had rudely commented on a user’s Instagram post and had eventually realised that he should not have done so.

On his story, Justin published an apology to the unidentified user.

He said,”For some reason, I commented on some guys’ page ‘sad existence’ because he was doing something I thought was dumb. I’m not quite sure why I felt the need to write that. If what he was doing made him happy, who am I to say anything? I hope it didn’t hurt his feelings. It’s been eating me up all day. To the dude I wrote it to, man I’m sorry”.

This kind gesture by Bieber has won the hearts of millions, pouring him love from his fans all across the globe.

Justin has begun his “Justice World Tour” after experiencing recent health complications, and he is currently in Norway, where he performed.

Justin will travel to India soon. On October 18, he will perform in New Delhi as part of his “Justice World Tour.” On the aforementioned date, he will perform at Jawaharlal Nehru Stadium in New Delhi. Prices for the concert tickets start at Rs 4,000 and go up from there.

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