: A Startup By Two IITians Which Is Making Crores With Quirky Clothing Trends

How many times did you think of starting your own venture in your college? Maybe once or twice? Well, almost every youngster in India wishes to establish his own business empire. But only a few of them show the grit of turning their dreams into reality. Just like the founders of, Prabhkiran Singh and Siddharth Munot, who came up with a unique idea of setting a new clothing trend for youth in India. These two civil graduates from IIT Bombay always wanted to launch their own startup company and they made it happen with immense amount of hard work and strong determination.

Let’s discuss how managed to gain a huge traction in the world of e-commerce.

How did it begin

It all began in the college days of Prabhkiran and Siddharth when both the men were sitting outside their campus and brainstorming on the possible ideas for their new venture. After a lot of thinking, the two decided to start a t-shirt printing business. They wanted to level up the style quotient of students by bringing customised clothes into fashion. Hence, they began designing quotes that could be printed on the T-shirts and that’s how came into existence. Wondering how they came up such a unique brand name?

When Prabhkiran and Siddharth were planning to execute their business plan, the month of April was about start and April Fool’s Day was around the corner. Also, they wanted to create an interesting domain name which grabs the attention of customers. Therefore, they thought Bewakoof would be a great domain name to start with.

Although, the work on the site was already begun around 2011, the site was launched at the end of Jan 2012.

What marketing strategy the company used?

As far as the marketing tactics are concerned, the company mainly targeted two major platforms for advertising their services – Facebook and Justdial. Apparently, their strategy worked well as in less than a few months, their Facebook page got an engagement of more than 75,000 users. Besides the social media handles, the company also created some extensive college campaigns where students were supposed to spread “Beewakoofy” around the college campus and they would get free Tees by the company.

Recently, roped in two popular Bollywood actors, Sidharth Malhotra and Sana Shaikh, to promote their brand across the country.

Success of

What started as a small clothing startup has now established itself among the largest D2C brands in India. The company has over 400 employees currently and has sold 2 million products till date. The main reason behind Bewakoof’s ultimate success is its uniqueness. Right from the beginning, the company has always tried to go beyond the normal and create products that are quirky and fun. They have also expanded their product categories. At first, they were only selling customised T-shirts but now the company has added other items to its list such as backpacks, mobile covers, notebooks, masks, coffee mugs, laptop bags etc.

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