Aditya Birla's TMRW acquires controlling stake in Bewakoof for Rs 200 crore

By

Isabelle Crossley

Published
Dec 1, 2022

Aditya Birla Group’s newly launched entity TMRW has acquired a controlling stake of between 70% and 80% in clothing brand Bewakoof for Rs 200 crore. TMRW plans to expand Bewakoof’s operations to reach a revenue total of over Rs 500 crore in the coming two years. 

“With TMRW coming onboard, we have the right partner with enabling skills to help us scale up quickly,” said Bewakoof’s founder Prabhkiran Singh, ET Retail reported. The brand will use the investment from TMRW to expand its product offering into children’s and teen’s wear in the coming two years as well as to continue its brand building activities, according to Singh. 
 
The children’s wear market is one of the fastest growing product categories in the apparel segment in India. By expanding into the branded children’s wear market, Bewakoof will be able to tap into a significant opportunity for growth. 

“With Bewakoof’s loyal customer 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 two years,” said TMRW’s co-founder and CEO Prashanth Aluru, the Economic Times reported. 
 
Bewakoof, which launched in 2012, is a direct-to-customer brand and specialises in western wear. The label focuses on Gen Z and millennial shoppers and retails from its dedicated e-commerce store as well an a range of multi-brand e-commerce platforms.