Bewakoof's founder exits after 14 years as the fashion brand evolves under new leadership

Prabhkiran Singh, the founder and CEO of Bewakoof, has left the company after leading it for 14 years. The move comes as the popular direct-to-consumer (D2C) fashion brand shifts focus under new ownership. Singh will remain involved in a transitional role until March 2026.

Bewakoof, known for its millennial and Gen Z-focused fashion, was acquired by Aditya Birla Fashion and Retail (ABFRL) in late 2022. The deal, valued at ₹200 crore, placed the brand under TMRW, ABFRL's digital-first roll-up platform. Since then, TMRW has expanded its physical footprint, opening over 90 exclusive stores across its brand portfolio by the December 2025 quarter.

Singh's departure marks the end of an era for Bewakoof, which boasts a mobile app user base of over 10 million. The brand has been part of a broader trend where online-first D2C companies are increasingly investing in brick-and-mortar stores to drive growth. Singh has stated he will now focus on his health, family, and personal aspirations.

TMRW reported strong financial performance in the December 2025 quarter, with revenue rising 29% to ₹242 crore. Its EBITDA loss also narrowed by 8%, dropping to ₹57 crore. The company has not announced further store expansions or brand portfolio changes for 2024.

Singh will assist with a structured handover until early 2026, ensuring a smooth transition for Bewakoof's operations. The brand continues to operate under TMRW, which is expanding its offline presence while maintaining digital growth. His exit reflects a shift in leadership as the company aligns with ABFRL's long-term strategy.