Startup Originals Team
Founded by IIT Bombay alumni, Bewakoof started as a bold youth fashion brand that spoke the language of India’s internet generation. What began as quirky printed T-shirts slowly evolved into a full-scale D2C fashion business. In FY25, the company reported ₹175 crore in revenue while significantly reducing losses, marking a turnaround phase in its journey.
Revenue Stability in a Tough Market
In FY25, Bewakoof posted ₹175 crore in revenue from operations. While growth in the D2C fashion space has slowed due to intense competition and changing consumer demand, the brand managed to hold steady. Instead of chasing aggressive top-line expansion, the company focused on strengthening fundamentals and improving financial discipline.
Cost Control That Changed the Game
The biggest shift came from cost management. Bewakoof reduced its total expenses by 6.5 percent during the year. Employee costs were cut sharply by nearly 40 percent, reflecting leaner operations and tighter financial planning. These strategic corrections helped the company improve its unit economics, ensuring each product sold contributed better margins than before.
Losses Narrowed, Efficiency Improved
As a result of disciplined cost control, losses narrowed by 29 percent to ₹73.2 crore in FY25. While the company is not yet profitable, the reduction signals a strong movement toward sustainability. Instead of burning capital for scale, Bewakoof is now focusing on operational efficiency and long-term stability.
The Bigger Picture
Bewakoof’s journey reflects a broader shift in India’s startup ecosystem, from growth at any cost to responsible scaling. The brand’s ability to cut costs, stabilise revenue, and improve unit economics shows maturity in leadership and strategy.
Conclusion
From a meme-driven T-shirt startup to a structured D2C fashion company working toward profitability, Bewakoof’s story is no longer just about cool designs. It is about resilience, financial discipline, and adapting to market realities. The turnaround in FY25 proves that sustainable growth often begins with tough internal decisions.
