Prabhkiran Singh and Siddharth Munot decided to flip the script in traditional fashion. They  launched their D2C brand Bewakoof on April Fool’s Day and turned ‘quirky’ into a full-blown business strategy.

With bold designs, meme-worthy marketing campaigns, and unbeatable prices, this homegrown D2C powerhouse raked in INR 147.1 Cr in FY23.

🔥 10 Mn+ Total Customer Base

🔥 2 L+ New Customers Added Each Month

🔥 6.1 Mn+ Followers On Social Media

🔥 65% Repeat Customer Rate

These numbers are stunning, considering Prabhkiran and Siddharth set up the Bewakoof shop in 2012 with just 30 grand. 

Bewakoof’s growth story is anything but foolish; it’s a masterclass in connecting with millennials and Gen Z through authenticity, humor, and sheer audacity.

So, how did this self-proclaimed quirky brand stand tall in an industry dominated by giants?

The answer lies in its fearless innovation, digital-first approach, and an uncanny knack for knowing exactly what its audience wants—even before they do.

Let’s unravel the growth playbook of Bewakoof 👇

An Online Empire Built On The Pillars Of Content & Quirkiness 🚀

Bewakoof’s meteoric rise as a digital-first fashion brand is rooted in a winning combination of SEO mastery, social media dominance, and content marketing brilliance.

Nailing SEO For An Organic Surge

Bewakoof has built an SEO strategy as quirky as its brand identity. The website is optimised to rank high for trendy keywords, from quirky t-shirts to affordable streetwear. This isn’t just about keyword stuffing—it’s a comprehensive effort that includes:

Localised Targeting (tapping into Tier II and III cities)

A Mobile-First Design (seamless navigation, fast load times, and intuitive design)

The payoff? Organic traffic drives a significant chunk of website visits, helping Bewakoof reduce reliance on paid ads while nurturing long-term brand discovery.

Social Media: Where Memes Meet Metrics

Bewakoof doesn’t just exist on social media—it thrives. With over 6.1 Mn followers across platforms, the brand has mastered the art of blending relatable content with strategic product promotion.

Engaging Visuals: High-quality images and creative videos showcase products in a way that grabs attention without feeling overly commercial.

Moment Marketing: By tapping into trending topics, cultural moments, and memes, Bewakoof keeps its content fresh and highly shareable. For instance, their posts during cricket matches or Bollywood releases create instant buzz.

UGC and Community Building: The brand encourages customers to share their Bewakoof looks, fostering a sense of community and trust. UGC campaigns not only boost engagement but also act as social proof for potential buyers.

Humor and Relatability: The Core Of The Brand

Bewakoof’s brand tone is its biggest asset. They’ve built a social personality that’s fun, cheeky, and approachable. Whether poking fun at themselves or making sly cultural references, their captions amplify engagement.

The brand treats its audience like friends, often engaging in banter in the comments section—a move that humanizes the brand and deepens loyalty.

The Results Speak For Themselves

💠 A 4x return on YouTube ad spend, thanks to smart targeting and shoppable video content.

💠 Over 8,000 conversions directly linked to social media campaigns using YouTube Shopping Cards.

💠 30% of traffic is driven organically through their SEO strategy, lowering customer acquisition costs and maximising ROI

How Bewakoof Influenced The Influencers✨

Bewakoof’s influencer-driven campaigns combine creativity and engagement with tangible business impact. By strategically involving 750 fashion influencers, the brand successfully generated a wave of user-centric, relatable content that resonated with its target demographic of millennials and Gen Z.

Crafting The Perfect Campaign

The campaign began by empowering influencers to select and style three outfits from the Bewakoof collection, giving them creative freedom to design engaging reels, carousels, and DIY videos.

With wallets recharged with INR 2,000, the influencers received a personal stake in creating high-quality content that resonated with their followers.

Smart Influencer Selection

The choice of collaborators was no accident. The team focused solely on fashion-forward influencers who could align with the brand’s ethos of quirky yet stylish casual wear. Factors like follower count, city demographics, and audience engagement ensured that the content hit the right notes across urban and Tier II audiences.

Stunning Results

Summing It Up

Bewakoof’s journey from a quirky startup idea to a INR 147 Cr powerhouse is a masterclass in understanding and catering to the aspirations of young India. Their ability to blend humor with strategy, affordability with quality, and online dominance with offline ambitions makes them a brand to watch in the years to come.

For brands looking to emulate their success, the message is clear: Be bold, be relatable, and most importantly, never underestimate the power of being a little ‘Bewakoof’

Until the next one!