The exit comes as TMRW expands the brand’s omnichannel presence and offline retail network following Aditya Birla Fashion’s acquisition
Prabhkiran Singh, founder and chief executive of direct-to-consumer fashion brand Bewakoof, will step down at the end of March 2026 after leading the company for 14 years, TMRW said on Monday.
Singh, who started the company in 2012, cited personal reasons, including health and family priorities, for his decision. He will remain involved over the coming weeks to supervise a structured transition aimed at ensuring business continuity. In a LinkedIn post, Singh said he intends to devote more time to personal commitments while supporting the leadership handover, adding that the company is well prepared for its next phase with the backing of TMRW and the Aditya Birla Group.
Founded as a digital-first label catering largely to millennials and Gen Z consumers, Bewakoof sells casual wear along with accessories and lifestyle products such as backpacks and notebooks. Its direct-to-consumer strategy has helped it build a mobile app community of more than 10 million users.
Aditya Birla Fashion and Retail (ABFRL) acquired a majority stake in the company through its digital platform TMRW in a Rs 200 crore transaction completed in February 2023. Since then, the brand has broadened its distribution by strengthening marketplace channels and expanding into physical retail as part of an omnichannel strategy. Bewakoof currently operates more than 30 exclusive brand outlets and aims to reach about 40 stores by March 2026.
Prashanth Aluru, CEO, TMRW, said the focus post-acquisition has been on strengthening supply chain, expanding omnichannel presence and building operating discipline to support sustainable growth.
Launched in 2022, TMRW is ABFRL’s platform for investing in and scaling digital-first fashion and lifestyle brands. Its portfolio includes labels such as The Indian Garage, Wrogn, Urbano and Nobero in addition to Bewakoof.
The platform has also reported business growth. In the quarter ended December 2025, TMRW recorded revenue of Rs 242 crore, up 29 per cent from Rs 187 crore a year earlier, while its Ebitda loss narrowed to Rs 57 crore from Rs 62 crore.
During ABFRL’s third-quarter earnings call, managing director Ashish Dikshit said Bewakoof has begun to gain momentum. “Bewakoof, which is one major brand that we had sort of acquired and which was struggling to grow in the early years, is now beginning to record 40 per cent to 50 per cent growth,” he said.
Singh said the company is “in great shape and in good hands,” expressing confidence in the team and TMRW’s long-term roadmap for the brand.
TMRW has also been expanding its offline footprint, adding more than 15 stores in the December quarter and taking the total number of exclusive brand outlets across its portfolio to over 90.
