Bewakoof sells graphic T-shirts, oversized fits and joggers to young Indians, and it is read as a founder-built direct-to-consumer brand. On 8 June 2026 an Aditya Birla subsidiary raised its holding in the company to 99.03%. That is not an investor sitting on the cap table. That is the owner.
Control had changed three years earlier. Aditya Birla Digital Fashion Ventures Limited, which trades as TMRW and is wholly owned by Aditya Birla Fashion and Retail Limited, completed the purchase of 81.77% on a fully diluted basis on 15 February 2023, making Bewakoof Brands a step-down subsidiary of ABFRL. A Share Subscription and Shareholders’ Agreement executed on 22 March 2023 set milestones under which TMRW could step its holding up over time, and the June 2026 purchase was made under that agreement.
Four stake figures have been published on four dates. This page prints all four, each on its own date, and does not pick a favourite. What none of them leaves room for is the idea that Bewakoof is an independent company.
Bewakoof is an Aditya Birla company. A group subsidiary held 99.03% as at 8 June 2026, up from 81.77% completed on 15 February 2023. On Myntra on 11 September 2026 the brand charged 47.6% of MRP across a 200-listing sample, at a median of ₹749 — the second-deepest reduction among ten direct-to-consumer menswear names read that day. On the question of who is answerable for the garment, it gives the cleanest answer on that shelf: all 40 records read in full name Bewakoof’s own company as both the declared manufacturer and the seller.
Who owns Bewakoof
- Legal entity
- Bewakoof Brands Private Limited, CIN U74999MH2011PTC220994
- Incorporated
- 16 August 2011; the brand’s founding is reported as both 2011 and 2012
- Founders
- Prabhkiran Singh and Siddharth Munot
- Current owner
- Aditya Birla Digital Fashion Ventures Limited, trading as TMRW — 99.03% as at 8 June 2026
- Registered office
- Sairaj Logistic Hub, Bhiwandi, Maharashtra 421302
- Myntra catalogue
- 4,282 listings on the brand page, read 11 September 2026
- Typical price charged
- Median ₹749, from a 200-listing Myntra sample read 11 September 2026
- Stores
- 22 nationwide as at 16 December 2025
The sequence is documented and it is dated. A non-disclosure agreement between ABFRL and Bewakoof Brands was signed on 25 November 2022. In December 2022 the trade press reported TMRW was taking a controlling stake of 70–80% by way of a primary infusion. The completion notice of 15 February 2023 put the figure at 81.77% on a fully diluted basis.
Then it moved again. Reporting published alongside the FY25 accounts on 31 October 2025 gave Aditya Birla Digital Fashion Ventures 86%, with co-founder Prabhkiran Singh on 12.5%. On 8 June 2026 TMRW bought a further 10.02% by secondary purchase, taking the holding from 89.01% to 99.03%. Nothing published reconciles 81.77%, 86% and 89.01% with each other, so all three sit here as they were published.
| Date | What was published | Stake |
|---|---|---|
| 25 November 2022 | Non-disclosure agreement signed between ABFRL and Bewakoof Brands | — |
| 3 December 2022 | TMRW reported to be acquiring a controlling stake by primary infusion | 70–80% |
| 15 February 2023 | Acquisition completed; Bewakoof becomes a step-down subsidiary of ABFRL | 81.77% fully diluted |
| 22 March 2023 | Share Subscription and Shareholders’ Agreement executed, with milestones | — |
| 31 October 2025 | Shareholding reported alongside the FY25 accounts | 86%, founder 12.5% |
| 8 June 2026 | A further 10.02% bought by secondary share purchase | 89.01% to 99.03% |
- 81.77%, fully dilutedAcquisition completed 15 February 2023
- Shareholders’ agreementExecuted 22 March 2023, setting step-up milestones
- 86%Reported with the FY25 accounts, 31 October 2025
- 99.03%From 89.01%, by secondary purchase on 8 June 2026
Each step in that sequence is the same holding growing, under an instrument that is named and dated. The consideration is a different matter: the February 2023 deal has been reported at roughly ₹100 crore and at ₹200 crore by different publications, the completion report carries no figure, and the price paid in June 2026 was not disclosed. A pre-deal valuation of ₹482 crore has also been reported.
Earlier money came in as rounds, not as stakes. Investcorp led $11.2 million, about ₹79.5 crore, on 14 October 2019; IvyCap Ventures put in ₹30 crore in March 2021; a ₹60 crore pre-Series B followed on 25 August 2021, with Inc42 putting the total raised to that point at ₹170 crore. No percentage was published for any of them, so none is printed here. A funding round tells you money arrived. It does not tell you who owns the company.
The shelf copy sells a founder’s joke of a name. The register sells a group subsidiary holding all but a sliver of the shares.
The board, and the founder who is leaving
The register mirrors carry five directors. Two are nominee directors, and one of them, Prashanth Aluru, is the chief executive and co-founder of TMRW — the acquirer sitting on the board of the acquired. The others are Vijay Kumar Agarwal, whom a second mirror spells Vijay Gopi Kishan Agarwal, whole-time director Prabhkirandeep Singh, and Anshoo Sharma.
On 24 February 2026 it was reported that co-founder Prabhkiran Singh would step down after fourteen years, staying in charge until the end of March 2026. No successor was named in that report. So the brand that carries a founder’s sense of humour in its name has, as at the date of this page, a 99.03% institutional owner and no founder running it.
What Bewakoof costs in India
On 11 September 2026 the Myntra brand page carried 4,282 listings. That is the catalogue figure, and it includes the three sub-brand labels the page files underneath it — Bewakoof Heavy Duty, Bewakoof AIR and Bewakoof Plus. A separate 200-listing sample from the same day is a sounding rather than a catalogue: 196 of the 200 were reduced, the aggregate charged came to 47.6% of MRP, and the median price charged was ₹749.
The sample also carried 36 distinct MRPs and 28 distinct discount rungs. A brand that prices off thirty-six numbers and discounts them twenty-eight different ways is not running a sale. It is running a price structure in which the MRP is a starting point and the charged price is the price.
| Brand | Share of MRP charged, Myntra, 11 September 2026 |
|---|---|
| Snitch | 95.5% |
| Bummer | 73.7% |
| Bewakoof | 47.6% |
| Wrogn | 45.3% |
Read against the same 200-listing method on the same day, only Wrogn discounted harder. At the other end, Snitch charged 95.5% of MRP, with only 22 of 200 listings reduced. Those are two different businesses wearing the same direct-to-consumer label, and a shopper feels the difference at the till rather than in the marketing.
One comparison this page does not make is Bewakoof’s own shop against the marketplace. We priced the brand only on Myntra on 11 September 2026 and took no reading of bewakoof.com’s own prices, so nothing here says whether its own site is cheaper, dearer or the same. Where that comparison has been made on this shelf it has not favoured the brand’s own site — Wrogn charged 64.1% of its struck price on wrogn.com against 45.3% of MRP on Myntra, about nineteen points dearer at home, and that is an aggregate share of each channel’s own higher published price rather than a matched garment. For Bewakoof, treat the marketplace figure as the only priced reading on this page.
Who is answerable for the garment
Every packaged garment sold in India carries a declaration: the MRP inclusive of taxes, the country of origin, the net quantity, and the name and address of the manufacturer or packer. That block names who is legally answerable for the goods. It does not name who sewed them, and the two are often different companies.
Forty Bewakoof records were read in full on Myntra on 11 September 2026. They carried eight declared-manufacturer strings, and every one of the eight is a spelling variant of Bewakoof Brands Pvt Ltd at the Sairaj logistics hub in Bhiwandi — which is also the company’s registered office. The seller of record was Bewakoof Brands Private Limited on 40 of 40. Country of origin read India on 40 of 40 and net quantity appeared on 40 of 40.
That is one company, one address, every record, and it is the tidiest answer on this shelf. Compare Bummer, where 31 of 40 records name Sky Primwear India Private Limited, 9 name “Bummer” with an address and no company at all, and the seller on all 40 is Ballr Apparels Private Limited — a company the brand’s own policy pages name and its marketing never does. If you want to know who stands behind a Bewakoof T-shirt, the marketplace listing tells you plainly, and it tells you the same thing forty times.
What the fabric pages do not say
GSM — grams per square metre — is the weight of a fabric, and on a T-shirt it is the single number that separates a garment that holds its shape from one that goes limp after four washes. Across 100 Bewakoof listings scanned on Myntra on 11 September 2026, GSM appeared in none. Percentage fibre composition appeared in 23 of the 40 records read in full.
The brand’s own collection pages are thinner still. The Heavy Duty page describes “premium terry fabric” and carries no weight, no percentage and no construction specification. The AIR page sells lightness and breathability and carries none of the three either. The one weight figure in Bewakoof’s own material is a marketing post on its own account on X giving 240–280 GSM for the Heavy Duty collection — a range attached to a collection, not a specification attached to a garment. Listings sold under the brand’s name on Amazon India do put figures such as “100% Cotton 220 GSM” in the product title, but whether that copy is the brand’s or the seller’s is not something we can establish from the listing.
“Heavy Duty” is the name of a line, not a measurement. No Bewakoof product page publishes a fabric weight, so buy the line on how a garment feels in the hand, never on what the label is called.
This is close to universal in Indian clothing. Nineteen clothing brands read on this site publish no fabric-weight figure a shopper can use, and the innerwear brand XYXX is the first that does, in prose within its descriptions rather than in a specification field. Bewakoof publishes none, and on two lines sold specifically on fabric character that absence is worth noticing.
The money behind the T-shirts
Revenue from operations was ₹160.85 crore in FY24 and ₹172.97 crore in FY25, both drawn from the company’s filings as reported by the trade press. The turnover disclosed in connection with the 8 June 2026 stake purchase was ₹243.12 crore for FY26. Different publications round the FY25 figure to ₹173 crore; a separate ₹174.7 crore figure is total income, which includes ₹1.8 crore of other income, and the two bases should not be mixed.
Losses are large and narrowing. The FY24 net loss was ₹103.1 crore and the FY25 net loss ₹73.2 crore, a narrowing of about 29%. FY25 total expenses were ₹247.9 crore against ₹265.2 crore the year before. Product procurement took ₹87 crore and advertising and promotion about ₹48.6 crore to ₹49 crore — the two publications reporting from the same filing disagree on whether that line rose or fell, and both readings are printed here. Neither states whether the figures are standalone or consolidated.
The number a shopper should actually look at is returns. Entrackr reports FY25 gross sales of ₹264 crore against ₹67 crore of sales returns — a quarter of everything sold came back. On a graphic-tee business priced at a median of ₹749, that is a fit and expectation problem as much as a logistics one, and it is the clearest argument for treating the size chart carefully before you order three.
Physical retail is new. The offline journey began in June 2024; there were 7 stores across Bengaluru, Pune and New Delhi as at 22 April 2025, and 22 nationwide as at 16 December 2025 after four openings in four weeks. Both counts come from the company’s own statements to the trade press on the occasion of a store opening. No later figure has been published, so the count today is not known.
Who Bewakoof is actually for
It is for a buyer who wants a printed T-shirt or an oversized fit at a median of ₹749 and does not need to know the fabric weight. On that brief it is good value, and the declaration behind it is better than most of the shelf: one company, named forty times out of forty, at an address you can look up. That is more than several louder brands manage.
It is not for a buyer who is choosing Bewakoof because it is an independent Indian upstart rather than a big-group label. That reading stopped being true on 15 February 2023, and the 8 June 2026 purchase closed the question at 99.03%. It sits in the same group as Wrogn, where the same group holds a published 32.84% — a minority there, near-total ownership here.
Common questions
Who owns Bewakoof?
Aditya Birla Digital Fashion Ventures Limited, which trades as TMRW and is wholly owned by Aditya Birla Fashion and Retail Limited. It held 99.03% of Bewakoof Brands Private Limited as at 8 June 2026, having completed the purchase of 81.77% on 15 February 2023.
Is Bewakoof still an independent Indian brand?
It is Indian and it is not independent. Bewakoof Brands has been a step-down subsidiary of ABFRL since 15 February 2023, and the group’s holding was reported at 86% on 31 October 2025 and 99.03% on 8 June 2026.
Who is legally answerable for a Bewakoof garment?
Bewakoof Brands Private Limited itself. Across 40 Myntra records read in full on 11 September 2026, every declared-manufacturer string was a spelling variant of that company at its Bhiwandi address, and it was the seller of record on all 40. Country of origin read India on all 40.
What are Bewakoof Heavy Duty, AIR and Plus?
They are lines and a size range of the same company, not separate businesses. No separate registered company was found for any of them on the register mirrors. All three appear as labels on the Myntra brand page, and its 4,282-listing count includes them.
Does Bewakoof publish the GSM of its T-shirts?
No product page does. GSM appeared in none of 100 Myntra listings scanned on 11 September 2026, and the Heavy Duty and AIR collection pages carry no weight figure. The only number in the brand’s own material is a 240–280 GSM range posted for the Heavy Duty collection on its own account on X.
References
- ZaubaCorp, a mirror of the MCA register — CIN, incorporation date of 16 August 2011, registered office and the list of five directors
- The Company Check, a mirror of the MCA register — corroborates the entity details and carries the alternative spelling of one director’s name
- MarketScreener India, 15 February 2023 — completion of the 81.77% acquisition and the non-disclosure agreement of 25 November 2022
- Business Standard, 16 February 2023 — completion of the acquisition and the step-down subsidiary status
- Fibre2Fashion, 17 February 2023 — the acquiring entity and its relationship to ABFRL
- Indian Retailer, 3 December 2022 — the reported 70–80% controlling stake and the ₹200 crore figure
- Outlook Startup — the approximately ₹100 crore primary infusion and the ₹482 crore pre-deal valuation
- Trade Brains, 9 June 2026 — the move from 89.01% to 99.03%, the Share Subscription and Shareholders’ Agreement of 22 March 2023, and the FY24, FY25 and FY26 revenue figures
- Apparel Resources, 9 June 2026 — the 10.02% secondary purchase and the FY26 turnover figure
- Business Upturn, 8 June 2026 — the date of the purchase taking the holding to 99.03%
- Entrackr, 31 October 2025 — the 86% and 12.5% shareholding, FY25 revenue and loss, gross sales of ₹264 crore and ₹67 crore of returns
- Inc42, 31 October 2025 — FY25 loss of ₹73.2 crore, total expenses, procurement, advertising and the total-income figure
- Entrackr, 24 February 2026 — the co-founder’s departure and the end-March 2026 date
- Business Standard (PTI), 14 October 2019 — the $11.2 million round led by Investcorp
- Inc42, 25 August 2021 — the ₹60 crore pre-Series B and the ₹170 crore total raised
- Business Standard, 18 March 2021 — the ₹30 crore round from IvyCap Ventures
- Bewakoof Heavy Duty collection page — the “premium terry fabric” description and the absence of any weight or composition figure
- Bewakoof Air collection page — the lightweight positioning and the absence of any weight or composition figure
- Bewakoof on X — the 240–280 GSM range posted for the Heavy Duty collection
- Images Business of Fashion, 22 April 2025 — seven stores across three cities and the June 2024 start of offline retail
- Apparel Resources, 16 December 2025 — 22 stores nationwide
- Aditya Birla Group — the demerger and ABFRL’s retention of the digital-first brands
On the things a shopper can check, Bewakoof does better than its neighbours. One company is named as manufacturer and as seller on all 40 records read, at an address that matches its registered office; origin and net quantity are on every one. At a median of ₹749 charged, and 47.6% of MRP across a 200-listing sample on 11 September 2026, the price is genuinely low rather than theatrically discounted from a number nobody pays.
What deserves scepticism is the story around the label. This is an Aditya Birla company — 99.03% as at 8 June 2026, and a majority since 15 February 2023 — while the marketing still runs on founder energy, and the founder himself was reported on 24 February 2026 to be leaving. The fabric claims are the other gap: a line called Heavy Duty with no weight on any product page, and a quarter of FY25 gross sales coming back as returns, say that what you are buying is a print and a fit, not a specification.
Buy it for a ₹749 tee you like the look of, not for the independence it no longer has.
