Bewakoof Co-Founder Prabhkiran Singh to Step Down as CEO After 14 Years, Exit by March-End

Prabhkiran Singh, Co-Founder and CEO of direct-to-consumer fashion brand Bewakoof, has announced that he will step down from his role after 14 years at the helm of the company he co-founded in 2011. He will continue to lead the organisation until the end of March, ensuring a smooth and structured transition.

Sharing the update in a LinkedIn post, Singh said he has chosen to prioritise his health, family and personal goals after more than a decade of building the youth-focused fashion brand from the ground up.

“Bewakoof has been my baby since I was 21 years old,” he wrote, recalling the early days of starting the venture from a small room in Mumbai alongside a fellow engineer, without prior business experience or venture capital backing. At a time when India’s D2C ecosystem was still emerging and funding was limited, launching a youth-centric fashion startup seemed, as he described, “almost foolish.”

Operating with minimal resources, the founders personally handled deliveries and customer support while gradually scaling operations. Over the years, Bewakoof evolved into one of India’s prominent youth fashion brands. The company now ships more than 20,000 products daily, was among the first D2C fashion startups in India to cross ₹100 crore in revenue, and has built a social media community of over 6 million followers.

Reflecting on the journey, Singh described it as deeply transformative both personally and professionally. “Bewakoof raised me while I was raising it,” he said, crediting the experience for teaching him resilience, leadership and the discipline to navigate difficult phases.

Bewakoof is currently backed by TMRW, the digital-first venture arm of the Aditya Birla Group. Singh noted that the company is structurally prepared for its next phase, with a strengthened leadership team in place.

Calling the brand his “firstborn,” he acknowledged the emotional weight of stepping away but expressed confidence in its continued growth. “The 14-year-old ‘child’ we raised is now all grown up and ready to soar on its own,” he wrote, adding that he would continue to support the brand from the sidelines.

Singh also hinted at sharing untold stories from Bewakoof’s journey in the coming weeks.

His departure comes at a time when India’s D2C ecosystem is witnessing consolidation, with legacy conglomerates deepening their presence in digital-first brands and several founders reassessing long-term leadership roles after years of high-growth execution.