How Bewakoof started
Bewakoof began as a small line of graphic t-shirts aimed at young, internet-savvy Indians who wanted casual fashion with a sense of humour.
Prabhkiran Singh and Siddharth Munot started Bewakoof in 2012, choosing a name that translates roughly to "fool" — a deliberately playful, unpretentious choice for a brand aimed at young people who did not want fashion to take itself too seriously.
The problem they saw
At the time, casual and graphic apparel for young Indians was either imported and expensive or locally made without much design thought behind it. There was limited street-style, meme-friendly, affordable clothing that spoke the language of India's young, internet-active population, particularly college students and early professionals who were spending more time online and wanted their clothes to reflect that sense of humour and casual identity.
What they sold first
Bewakoof started with graphic t-shirts featuring quirky, often humorous designs and slogans, priced to be accessible to students and young buyers rather than positioned as premium fashion. The tone of the product matched the tone of the brand name itself — light, a little irreverent, and unmistakably aimed at a younger audience rather than trying to appeal to everyone.
The decisions that mattered
Bewakoof built its early growth through social media, using humour and relatable content to reach young audiences directly rather than relying on traditional advertising. This meant the brand's marketing and its product had the same voice, which made the whole experience feel coherent to the customers it was trying to reach.
The company kept its pricing accessible, recognising that its core audience of students and young professionals had limited spending power but bought casual wear often. Rather than chasing a premium position, Bewakoof optimised for frequent, affordable purchases.
The catalogue expanded gradually from t-shirts into a wider range of casual apparel and accessories, but the brand kept its playful, youthful identity consistent across categories, rather than trying to look more "serious" as it grew.
- 1Product choice
- 2How it is delivered
- How it is explained
What a small brand can take from this
A distinct, consistent voice — even a light-hearted one — can carry a brand a long way if the product backs it up. Bewakoof never tried to be a brand for everyone, and that focus made it memorable to the people it was actually for.
Meeting your audience on the channels where they already spend time, with content in a tone they relate to, can do more for a young brand than traditional advertising ever could.
Affordable, frequent purchases can build a loyal base faster than chasing premium pricing before you have earned it. Growth can come later; trust and repeat buying come first.
If you want your own store that matches your brand's voice, you can start with early access.
Varchas Stores is not affiliated with Bewakoof. This is an editorial story based on public reporting, written for founders who are starting out.