Bewakoof, A D2C Fashion Brand Launches Curated Expressions Marketplace


Founded in 2012 by Prabhkiran Singh, is a D2C Social media fashion brand that focuses on content marketing for its growth strategy. The brand aspires to bring lightheartedness to shopping through its self-expressive products and an engaging shopping experience. is popular for the products it offers in casual wear range, indo-fusion ethnic wear range and sleepwear range. It is also puppeteers amazing collaborations with Marvel, DC Comics, looney tunes, Star Wars, F.R.I.E.N.D.S, and Disney. The brand has amassed millions of fans on Facebook and 1.5 million followers on Instagram.

Currently, Bewakoof has launched a curated marketplace to introduce fun expressive and unique brands like themselves. The brand has contacted and signed up over 150 brands like Mad Over Print, Chumbak, Urban Estilo, Ustraa, Brown Mocha, Smugglerz, Clovia, Peri Pai, Style Quotient, Fighting Fame, Noise, Boat, Campus Sutra, Ustraa, Difference of Opinion and many more. The brand aims to generate ₹500 crores in brand sales in the following year.

The concept behind building a curated marketplace came from the fact that Bewakoof is always on the lookout for brands that are expressive, unique, and believe in not taking things too seriously. Bewakoof aspires to create a marketplace for brands to be discovered by a customer base that has a unique point of view on topics and doesn’t shy away from expressing it in front of the world. The marketplace will be brimming with fashion, innerwear, personal audio, beauty, and accessory categories. Bewakoof also aspires to launch the home decor category in FY 2022.

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

Nishant Bakliwal, Co-founder Brown Mocha, says, “The marketplace at 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 attracts buyers who won’t settle for mediocrity and are mad about uber-cool printed products. We observe transparency and synchronous harmony in the marketplace curated by Bewakoof. The vibe of MOP & Bewakoof syncs at the optimum level as both the brands have fresh and cool ideas, support vocal for local and originally made in India.”

Gaurav Khatri, Co-founder Noise says, “This association with will speed up our vision to connect to more and more customers and offer them 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, believes in adding lightheartedness to life through its self-expressive products and fun shopping experiences and that is in sync with what we as a brand have faith in. As both home-grown brands, we comprehend that this partnership will elevate our position in the market.”

Vivek Gambhir, CEO boAt, says, “At boAt, we have been continuously striving to expand our market share and product visibility across all platforms, offline and online. We are elated to collaborate with a platform like that shares a 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 searching for quirky yet durable products.”

Rahul Anand, CEO Ustraa, “We are building a men’s focused grooming brand, and joining Bewakoof’s curated marketplace will allow us to further this category, as it will open up new frontier across customer segments., a curated and creative marketplace partnership shall help in attracting a newer and larger customer base” Yogesh Kabra, Founder XYXX Innerwear, says, “Marketplaces have made aspirational products and brands sell like commodities. D2C brands need the exposure that puts experience and community as a priority. Bewakoof helps us bridge this gap. They understand youth and their requirements better than any other brand and hence, we are enthralled to partner with them on the new marketplace

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