D2C Fashion Brand Bewakoof Launches Curated Expressions Marketplace

• Bewakoof.com to launch a curated e-commerce marketplace showcasing like minded brands which are fun, expressive and unique
• Bewakoof Brands has painstakingly curated over 150 brand partners as it rolls out the online commerce platform
• Unique brands like Chumbak, Noise, XYXX, Brown Mocha, HueTrap and many more come on board to launch their line of products on the Bewakoof platform
• Bewakoof aims to generate Rs 500 crore brand sales in the next 12 months

India’s largest D2C fashion brand Bewakoof has launched a curated marketplace welcoming fun, expressive and unique brands like themselves. The brand has signed up over 150 brands like Chumbak, Mad over print, Brown Mocha, Fugazee, Peri Pai, Fighting Fame, Urban Estilo, HueTrap, Style Quotient, Dilinger, Smugglerz, Clovia, Noise, Boat, Campus Sutra, Ustraa, Difference of Opinion and many more. Bewakoof aims to generate Rs 500 crore in brand sales from the marketplace in the next 12 months.

The marketplace is live with the fashion, Innerwear, personal audio, Beauty and accessories categories. Bewakoof plans to launch home decor in FY22.

Prabhkiran Singh, Co-founder CEO, Bewakoof

Prabhkiran Singh, Founder CEO, Bewakoof, says, “Bewakoof is partnering with other goofy hatke brands to be our Humsafar with the objective of offering our end consumers deep access to curated fun expressive brand options across fashion, home, accessories and beauty. Our aim is to become India’s biggest platform for creative merchandise. The D2C wave is birthing lots of very interesting alternate exciting brands but they don’t necessarily get relevant visibility or are presented in the right ambience. Regular marketplaces are very algorithmic price driven generics. Our focus is brands that speak to consumer’s hearts and niche focussed at meeting unmet but important gaps in the market.”

Some of the top performing expressive brands on the marketplace currently are:

• Mad Over Print
• Brown Mocha
• Fugazee
• Peri Pai
• Fighting Fame
• Urban Estilo

The idea behind creating a curated marketplace came from the fact that Bewakoof as a brand stands for hatke products which are expressive, unique and believes in not taking things too seriously. Bewakoof aims to create a marketplace for brands with similar ethos who want to get discovered by a customer base that has a point of view on things and doesn't shy away from sharing it with the World. Here’s what our brand partners are saying about getting listed and discovered on Bewakoof curated expressions marketplace.

Nishant Bakliwal, Co founder Brown Mocha, says, “The marketplace at Bewakoof.com helped us scale and reach our desired target audience by allowing us to leverage their expertise in logistics and marketing.”

Anurag Srivastava, Founder Mad over Print, says, “Mad over print as a brand draws shoppers who won't settle for mediocrity and are mad about uber cool printed products. We observe transparency and harmony in the marketplace curated by Bewakoof. The vibe of MOP & Bewakoof matches at the perfect level as both the brands have fresh cool ideas, support vocal for local and originally made in India.”

Gaurav Khatri, Co-founder Noise says, "This association with Bewakoof.com will accelerate our vision to reach out to more and more customers and provide them with the best of technology. We have always lived up to our expectation of democratising technology and this is an extension of our commitment to our consumers. As a brand, Bewakoof.com believes in adding lightheartedness to life through its self-expressive products and fun shopping experiences and that is what we as a brand believe in. As both home-grown brands, we understand that this partnership will strengthen our position in the market."

Vivek Gambhir, CEO boAt, says, “At boAt, we have been continuously working on expanding our market share and product visibility across all fronts, offline and online. We are happy to collaborate with a platform like Bewakoof.com that shares similar brand ethos with regards to the product offerings for our ever-dynamic consumers. The partnership speaks for both the brand’s millennial and Gen-Z audience who are always on the lookout for quirky yet durable products."

Rahul Anand, CEO Ustraa, “We are building a men's focused grooming brand, and coming together on Bewakoof's curated marketplace will further allow us to build this category, as it will open up new frontier across customer segments. Bewakoof.com, a curated and creative marketplace partnership shall help in gaining a new customer base"

Yogesh Kabra, Founder XYXX Innerwear, says, “Marketplaces have made aspirational products and brands sell like commodities. DTC brands need representation that puts experience and community as priority. Bewakoof helps us bridge this gap. They understand youth and their requirement better than any other brand and hence we are really excited to partner with them on the new marketplace”

The Company plans to curate over 500 such brands on the marketplace in the next 12 months.

D2C Fashion Brand Bewakoof Raises $4 Mn from IvyCap Ventures

Direct to consumer or D2C fashion brand Bewakoof.com has raised funds from IvyCap Ventures. The fresh proceeds would help the company in the growth journey towards a Rs 1000 crore company by FY24. Company intends to invest the funds into superior customer experience, technology and newer product categories as it prepares for next phase of growth.

Bewakoof has raised Rs 30 crore from IvyCap Ventures Trust Fund II. The fresh infusion has come 10 months after their previous fundraise. Last year, Bewakoof had raised Rs 8 crore in May 2020 after raising from Investcorp in October 2019.

With the scale of 200crs+ in revenues in FY19, the brand has managed to maintain a good mix of growth and capital efficiency. It has strengthened its sales to more than 20,000 products per day with a customer base of over 10 million. Due to the pandemic the company expects to be 30-35% lower than pre-COVID numbers, but with better unit economics than the previous year.

Bewakoof.com founded in 2012 by Prabhkiran Singh and Siddharth Munot, is a D2C fashion brand built on social media, with content marketing being a key growth strategy. The brand philosophy is to add light-heartedness to life through its self-expressive products and fun shopping experiences.

The expressions the brand enables on products are relatable and Indian in nature including prints in regional languages (Hindi, Marathi, Bengali, Telugu, Gujarati, etc). As the smaller towns of India have shifted online in the last 3 years, the USP of Indian Inspiration and regional languages have helped the brand grow.

The brand is popular for its offerings in casual-wear and has recently launched Indo-fusion ethnic and sleepwear. Along with a range of collaborations with 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 1.4 Million followers on Instagram.

“Having grown significantly in the last couple of years, we will continue investing in improving the customer experience through technological innovation and building a strong team. We expect to cross 1000crs in revenue by FY24, which would make it one of the fastest journeys to touch 1000crs by a fashion player in the country." Bewakoof Brands co-founder and Director Prabhkiran Singh said. (existing investor names and about this particular investment as well)

Bewakoof is backed by Institutional Investors like Investcorp, Uniqorn Ventures, Pratithi Trust, and Angels like Kunal, Rohit, Kaushal Aggarwal.

Commenting on the investment, Vikram Gupta, Founder and Managing Partner, IvyCap Ventures Advisors Pvt Ltd, said, "The contemporary offerings of the Bewakoof make it stand out from the rest in the segment of the industry. The Company has built a strong connect with its customers and we believe that our investment in the company will help further establish its leadership in the market. We are extremely happy to work with Prabhkiran and Existing Investors in this next phase of growth."