Prabhkiran Singh, founder and CEO of Bewakoof, will step down from his role at the end of March 2026, concluding a 14-year journey at the helm of the digital-first fashion label. The announcement was made by TMRW, which owns a majority stake in the brand.
Singh, who launched Bewakoof in 2012, cited personal reasons — including health and family priorities — for his decision to move on. He will oversee a structured transition through March to ensure operational continuity and leadership stability.
Bewakoof was acquired by Aditya Birla Fashion and Retail Ltd (ABFRL) in February 2023 through its digital venture TMRW in a ₹200 crore majority stake deal. Since the acquisition, the brand has accelerated its omnichannel expansion, moving beyond its core D2C platform to strengthen marketplace presence and build a growing offline footprint.
Currently, Bewakoof operates over 30 exclusive brand outlets and is on track to reach 40 stores by March 2026 as part of its broader retail strategy. The focus under TMRW’s stewardship has been on enhancing supply chain capabilities, building operating discipline and driving sustainable growth across channels.
Prashanth Aluru, CEO of TMRW, highlighted that the post-acquisition phase has centred on creating a stronger foundation for long-term scale. Singh, meanwhile, expressed confidence in the brand’s trajectory, stating that the company is in a strong position and well-aligned with TMRW’s long-term roadmap.
With Singh’s departure, Bewakoof enters a new chapter — transitioning from founder-led entrepreneurship to institutionally driven expansion within ABFRL’s growing digital portfolio.
