In a significant development for India’s direct-to-consumer (D2C) ecosystem, Bewakoof founder Prabhkiran Singh has announced that he will be stepping down from his leadership role at the homegrown fashion brand. The move signals a pivotal shift for the company that emerged as one of the early digital-native youth fashion success stories in the country.
Founded in 2012, Bewakoof carved out a distinct identity in India’s crowded apparel market by focusing on quirky designs, pop-culture-inspired graphics, and an unapologetically youthful brand voice. Under Singh’s leadership, the company built a loyal online customer base and became a prominent player in the affordable streetwear and casualwea
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