Bewakoof, India’s largest direct-to-consumer fashion business, announced the establishment of a curated marketplace that welcomes entertaining, expressive, and distinctive brands like themselves.
Chumbak, Mad over print, Brown Mocha, Fugazee, Peri Pai, Fighting Fame, Urban Estilo, HueTrap, Style Quotient, Dilinger, Smugglerz, Clovia, Noise, Boat, Campus Sutra, Ustraa, Difference of Opinion, and many other companies have joined the brand. In the following 12 months, Bewakoof hopes to create Rs 500 crore in brand sales through the marketplace.
Fashion, Innerwear, Personal Audio, Beauty, and Accessories are all available on the marketplace. In FY22, Bewakoof wants to introduce home decor.
Prabhkiran Singh, Founder CEO, Bewakoof, says, “Bewakoof is partnering with other goofy hatke brands to be our Humsafar with the objective of offering our end consumers deep access to curated fun expressive brand options across fashion, home, accessories and beauty. Our aim is to become India’s biggest platform for creative merchandise. The D2C wave is birthing lots of very interesting alternate exciting brands but they don’t necessarily get relevant visibility or are presented in the right ambience. Regular marketplaces are very algorithmic price driven generics. Our focus is brands that speak to consumer’s hearts and niche focussed at meeting unmet but important gaps in the market.”
In the next 12 months, the company hopes to curate approximately 500 such companies in the marketplace.
