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Context is everything.
Detailed stories on technology startups, business and economic current affairs.
Detailed stories on technology startups, business and economic current affairs.
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.
In an ideal world, Bewakoof should have been leading the current shift in India’s direct-to-consumer landscape.
Remember T-shirts with funny, quirky slogans? Those that made you stand out in a crowd and sometimes were a great conversation starter. These became the staple of the young person’s casual wardrobe in the post-millennial era. In India, this cultural trend was almost entirely served by a company called Bewakoof. Founded in 2012 by IIT Bombay batchmates Prabhkiran Singh and Siddharth Munot, the company raised multiple rounds of venture funding before finally being acquired by Aditya Birla Fashion and Retail in late 2022.
Today, …
The Rs 1,800 crore push into cables and wires may find it hard to rewire a market built over decades.
Brands are struggling amid plunging prices of lab-grown diamonds, poor margins, intense competition, shaky global demand and a domestic market where tradition continues to shape buying decisions.
The 15-year-old company has bought one brand after another in the hope of growing fast. That plan has fallen flat on its face, but there’s no stopping Wingreens.
