Bewakoof, a D2C fashion brand, has raised Rs 60 crore in its latest round led by InvestCorp with participation from IvyCap Ventures and Spring Marketing Capital.

The D2C fashion brand plans to accelerate its growth trajectory by investing in technology, marketing, branding, and talent acquisition.

Bewakoof And D2C Growth

Founded by Prabhkiran Singh in 2012, Bewakoof is a lifestyle fashion brand that makes creative, distinctive fashion for the trendy, contemporary Indian. With 4.5 million fans on Facebook and 1.5 million followers on Instagram, the D2C fashion brand is popular for its offerings in the casual wear category.

Speaking about the funding round, Prabhkiran Singh, Founder and CEO of Bewakoof, said,

“Bewakoof has emerged as the largest D2C fashion brand in India. This growth has come on the back of rolling out new categories, exclusive fashion range with brands like Coca Cola. With the new fund raise, we are gearing to take the brand to an unexplored new customer base, which will be enabled through mass media like TV and print campaigns.”

The fashion brand has recently launched Indo-fusion ethnic and sleepwear along with a range of collaborations with DC Comics, Marvel, Star Wars, Disney, Looney Tunes, and F.R.I.E.N.D.S.

Claiming to be on track to clock Rs 2,000 crore in sales by 2025, Bewakoof is planning to launch activewear and innerwear, besides scaling up its newly launched beauty brand Cosmos.

The Direct-To-Consumer (D2C) market is booming in India with increased participation from investors. In June 2021, Emami invested around Rs 50 crore in a D2C grooming brand for men, The Man Company. With the rise of D2C brands across categories, India is estimated to have a USD 100 billion addressable market by 2025, as per a report by Avendus.

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