Frustrated of being called a ‘Bewakoof’. It is now high time that we started to look for real and untraditional. So, Bewakoof, which society fundamentally defines as ‘stupid,’ is the finest demonstration that people can change the world simply by thinking differently.
The ad.world where everyone is expected to follow the conventional norms and codes of conduct is strongly countered by Bewakoof Confidential. It is all about risking to perform activities that are out of the ordinary even when certainty in achieving the goal is not assured. It is a question of the prize and worth extra value for people’s lives rather than for personal profits. And it is about contributing a good message to the world.
Whether to keep the brand funny, serious, positive, polite or inspirational etc., is a difficult decision. Among all the D2C brands, Bewakoof has done a splendid job in covering up the tone of the brand development process.
What was once an esoteric clothing brand that sold products on the internet and was most prominently visible in movie scenes has turned into one of the bevies of companies dominating the D2C market in India. The outstanding question: How did they do it? Innovative measures that used to overcome large-scale competitors and capture users’ attention and trust?
INTRODUCTION
Bewakoof was also started in the same year 2012 with this unconventional strategy in mind, Bewakoof has established its own genre in fashion industry. Being an integrated manufacturer and Solution Provider having design, manufacturing, technology, data science, and marketing divisions, they have been able to come up with trendy fashionable apparels for the contemporary Indian.
In fact, Bewakoof, within only seven years of its operation, has been very successful. More than 1 crore products have been sold, and more than 60 lakh app installations are proof that you can be different and achieve great success.
FINACIALS
Bewakoof Brands Private Limited is a Private Indian Company which was Incorporated on 16, 2011. It is a private limited company and the company is from Thane, Maharashtra. It’s authorized share capital is INR 66. 70 Cr out of which the paid up capital is INR 7. 69 lac.
Out of all the companies, Bewakoof Brands Private Limited is in the business/million operating revenue of INR 100 cr – 500 cr as on the FY 31/03/2023. A high level of operating leverage coupled with fluctuations in Sales volume has led to a decrease in its EBITDA of -12. 0. 00 % slightly higher than the previous year. At the same time, it’s book networth has been up by 154. 38 %.
Bewakoof reported operating revenue was over 1.4 billion Indian rupees during the financial year 2023. There was an eight percent decrease as compared to the previous year. Bewakoof is an online D2C brand for men’s and women’s apparel in India.
DECISIONS TAKEN BY THEM
Bewakoof’s success can be attributed to several strategic decisions:Bewakoof’s success can be attributed to several strategic decisions:
- Niche Targeting: Being a demographic based company, Bewakoof made sure that they provided products and communicated to the demographic that they were targeting.
- Data-Driven Approach: Using various forms of data analysis, which was another important aspect of their business strategy, they were able to obtain significant information about the customers’ choices and, therefore, effectively manage the range of products and services as well as promotional activities that were conducted constantly.
- Private Label Power: Having their own private label products was appealing to Bewakoof because it allowed the company the ability to have control over the quality, cost, and the story they were telling consumers.
- Omnichannel Presence: An integration of the Internet and other related media meant that customers could shop with ease and that brands received maximum exposure.
- Content Marketing Mastery: Such kind of content give Bewakoof a platform to establish its online presence and share a warm bond with the consumers.
KEY LESSONS LEARNED
Bewakoof’s journey offers valuable lessons for startups looking to succeed in the competitive DTC market:Bewakoof’s journey offers valuable lessons for startups looking to succeed in the competitive DTC market:
- Cultivate a Strong Brand Identity: A strong and distinct brand image assists one in making a difference and appeal to the hearts of the intended clients.
- Embrace Data: Synchronize data-analytical approach to accomplish better understanding of consumers and analytical decision-making.
- Leverage Private Labels: Having your own labelled products will also help you in boosting the profit levels because you will have more control over your brand.
- Provide an Omnichannel Experience: Some of the goals that retailers should have in mind include;
- Invest in Content Marketing: Use content that is interesting in order to market the brand and to entice consumers to be loyal to the brand.
In this way, startups may be able to navigate the lessons that can be learned from Bewakoof and factor in the ever transforming DTC marketplace.
Conclusion
The success story of Bewakoof from a funny online clothing store to one of the prominent DTC markets of India is all about its proper planning, contingency, and consistency in following the brand’s vision and current market trends. Falling into the specific niche, using data intelligence, being the owners of private label products, offering omnichannel experience, and engaging in content marketing, Bewakoof has developed and maintains a viable and prosperous business model.
Their story is inspiring to any emerging DTC brands, it indicates that if a clear strategic vision is formulated, a sound brand platform is developed and a focus on customer value is maintained, challenges can be effectively navigated while delivering highly attractive growth rates in a competitive world.
So, the next time someone calls you a “Bewakoof,” remember that it might just be a compliment. It’s a recognition of your ability to see the world differently and your willingness to take risks.
