TMRW Acquires Controlling Stake in Bewakoof for Rs 200 Cr
TMRW Acquires Controlling Stake in Bewakoof for Rs 200 Cr

Aditya Birla group venture, TMRW has acquired a majority stake of around 70 - 80 percent for Rs 200 crore in D2C brand Bewakoof. Aditya Birla Fashion and Retail (ABFRL) was in the final stages of picking a controlling stake in the fashion brand.

Prashanth Aluru, CEO and Co-founder, TMRW said, "With Bewakoof’s loyal consumer base and our value-add in design, technology, brand building and supply chain, we aim to scale this brand to Rs 500 crore plus in the next 2 years.

Earlier this week, TMRW announced that it has invested in 8 digital-first lifestyle brands to establish its presence across a spectrum of apparel segments ranging from casual wear, kid’s wear, and western wear. The brand plans to expand in related lifestyle categories including beauty and personal care, it shared in the release.

With TMRW, which was launched in June this year, ABFRL is building a 'House of Brands.' TMRW has achieved a revenue run-rate of Rs 700 crore plus and is eyeing to cross an annual revenue rate of more than Rs 1500 crore in the next 12 months.

Prabhkiran Singh, Founder, Bewakoof said, “With TMRW coming onboard, We have the right partner with enabling skills to help us scale up quickly." He added that with this capital infusion the fashion retailer will invest on brand building and expansion into Teens and Kidswear over the next 2 years."

Founded in 2012 by Singh, Bewakoof is a casual wear brand focused on Gen-Z and millennials. In FY2022, the D2C brand recorded Rs 180 crore in sales and aims to touch Rs 1500 crore in revenue over the next 5 years.

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