Published on April 2, 2025 | 1:30 IST | Prabhkiran Singh Bewakoof | Prabhkiran Singh
As Bewakoof, the quirky and beloved direct-to-consumer fashion brand, turns 13, CEO Prabhkiran Singh reflects on the brand’s modest start in a Mumbai slum. The story of Bewakoof’s rise was from a cramped, tin-shed office to a prominent name in fashion.
It all started in 2011 when Prabhkiran Singh, an IIT Bombay graduate, and his co-founder Siddharth Munot set up their first office in a humble Mumbai slum. Rent for the space? ₹6,000 per month. The office was located on the top floor of a tin shed, with the unbearable heat of the machines combined with the scorching Mumbai sun making working conditions less than ideal.
In the absence of luxury, the team made do with plastic chairs and makeshift tables. But what they had in abundance was determination. Despite the harsh conditions, their resolve to build something meaningful and sustainable never wavered. As Singh puts it, “Our will to build was unshakable.”
Funding was a distant dream in 2011, and securing equity was a rarity. With no prior work experience and only a few thousand rupees they could gather from their families, Singh and Munot took the plunge. They had a vision, but little else to sustain them—yet it was enough to get started.
For two long years, they worked tirelessly out of their tin shed office, where each day presented a new challenge. The heat, the lack of comfort, and the financial struggles could have demoralized many, but not the founders of Bewakoof. They powered through with grit, knowing that the road ahead would eventually lead them to success.
After two years of hustle, Bewakoof’s perseverance began to pay off. As the brand started to gain traction, the team moved to a more comfortable office in an industrial estate in Ghatkopar. The new office marked a significant upgrade. This time, there were actual chairs—ones with wheels—and, most importantly, an air conditioner. These small upgrades were a huge source of joy for the team, and they took time to celebrate every milestone.
As Singh recalls, “We truly felt the perks” during this phase. The team even indulged in playful moments, like playing football in the empty office, relishing the simple joys of success.
The transition from a tin shed to an industrial estate was just one of the many steps in Bewakoof’s long journey to success. Singh remembers the intense hustle—the daily fights, the chaos, the stress—but also the resilience that kept them going. It wasn’t always smooth, but the brand’s growth was fueled by a desire to prove that success could be achieved against all odds.
Despite the daily grind, the team never lost sight of the bigger picture: to build a brand that resonated with the masses. And with their drive, Bewakoof grew into the fashion juggernaut it is today.
As the brand celebrates its 13th anniversary, Singh reflects on the milestones reached, not just in terms of business growth but in personal achievements as well. Every April 1st, the founder celebrates what he calls his “day to breathe.” On this day, he walks into the office with no agenda, takes a seat in his chair, and simply reflects on how far the brand has come.
“It’s my day to lean back in my office chair and be grateful for moving beyond the plastic chairs,” Singh shares. It’s a moment to acknowledge the hard work, the struggles, and the incredible journey that has led Bewakoof to where it is today.
As Bewakoof enters its teen years, it has become a name synonymous with quirky fashion, iconic accessories, and a customer-centric approach. The journey from the tin shed to where it is today is a story of resilience, vision, and a will to succeed.
Prabhkiran Singh’s message to those who have been part of the journey is simple: “You did a decent job. You deserve this day off.” The brand’s success is a shared achievement, and Singh extends his gratitude to everyone who has helped Bewakoof grow into the force it is today.
So, as Bewakoof turns 13, it’s not just a celebration of the brand’s accomplishments but also a reminder that with determination, even the humblest beginnings can lead to great success. Happy Birthday, Bewakoof! You’ve officially entered your teenage years, and the future looks brighter than ever.
