How Bewakoof Disrupted the Indian Fashion Industry

Introduction to Bewakoof.com

Bewakoof.com was started on 12 April 2012. This startup was started by 2 IITians Prabhakiran Singh and Siddharth Munot, Prabhakiran Singh used to sell lassi named “Khadke Lassi” and Siddharth Munot was a teacher at Pace Academy. Bewakoof.com was a domain name seller after they changed their business into an E-commerce.

Bewakoof.com is an Indian Online fashion and lifestyle brand that has significantly impacted the Indian e-commerce industry. It is also famous for its youth-centric fashion offering.

While Bewakoof has increased various variety of products including mobile accessories, Home decor, and other lifestyle products it brought an increase in a wide range of online buying in India.

Marketing Strategy

Bewakoof.com followed specific marketing strategies which included various key points.

1) Go where your customers are:
They went to their universities and students loved their clothing designs so in their IIT college fest they decided to establish a camp and made 300 pieces of printed shirts and sold them and generated profit after this they decided to target only particular Nish students.

2) Low-cost Manufacturing:
They used to do outsourcing which means they used to buy shirts from outside and print, designing themself so there is no huge capital required, fixed asset cost, and high profit.

3) Consumer Behaviour Analysis:
They created a product and after they started analyzing their customers, they found they needed Funky products like abusive language printed shirts, Movie dialogue, and standout outfits. Their monthly revenue increased up to INR 20cr, yearly revenue increased up to INR 200 Cr and yearly profit was near INR 20 Cr.

4) Marketing Flow:
They started their marketing through social media and found that their post was not that engaging they started creating memes and memes used to go way viral and their customers used to increase day by day by this marketing flow.

5) Price Competency :
Their average cost of 1 printed shirt was 250 rs this was the lowest price in the market and it was very difficult for their competitor to compete with them with this lowest price and the customer base of bewakoof.com is also huge.

Risk for Bewakoof.com business

This business was too easy so it could be easily copied they don’t have IPR(Intellectual Property Right), they do not have any patents product they can be easily invaded by their competitor.

So to not get invaded they created a long product chain and made a variety of products. This made it difficult for competitors and brought a huge revolution in Indian fashion.

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