Imagine living and experiencing a scene from your favourite movie at the exact same location, with the exact same clothes. Online portals can now help you turn that imagination into a reality. Choose any t-shirt or clothing from movie of your choice and place an order on Bewakoof and get it delivered to your doorstep. Bewakoof is a store that grew because of social media and lives up to the buzz it has created.
"K K K Kiran," says one of the phone covers on bewakoof.com, quoting Shahrukh Khan’s iconic dialogue from Darr. With products like the phone case, a mix of uber trendy quirky merchandise seeped in pop culture references, viral memes and puns, and quality basics have made Bewakoof one of the fastest growing fashion and lifestyle companies in India.
"We studied the market and realised that traditionally the branded apparel being sold was expensive, almost 5 to 8 times marked up from the manufacturing cost. We knew that we wanted to provide quality products at an affordable price point and realised that the best way to do that was to sell our products directly to the consumer via our own portal," says Singh.
This is something Bewakoof has continued to do controlling every part of its design, production and sale. Its website exclusively retails its products, attracts around 1.5 million users every month and has a subscriber base of 2 million.