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Indian youngsters are experimenting with newer D2C brands like never before. Bewakoof’s early success and its 2022 acquisition by retail giant Aditya Birla Fashion should have given it the edge, but the company has been left behind.
Having an investment banker in charge has seen the consumer durables maker emerge the standout performer in its segment, giving the lie to naysayers.
A sharp focus on its core business (without too many distractions) has given the cable and wire maker a shot at the No. 1 spot, overtaking the electrical goods market leader.