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D2C fashion brand Bewakoof launches Curated Expressions Marketplace

India’s leading  D2C fashion brand Bewakoof has launched a curated marketplace welcoming fun, expressive and unique brands like themselves. The brand has signed up over 150 brands like Chumbak, Mad overprint, Brown Mocha, Fugazee, Peri Pai, Fighting Fame, Urban Estilo, HueTrap, Style Quotient, Dilinger, Smugglerz, Clovia, Noise, Boat, Campus Sutra, Ustraa, Difference of Opinion and many more. Bewakoof aims to generate Rs 500 crore in brand sales from the marketplace in the next 12 months.

The marketplace is live with the fashion, Innerwear, personal audio, Beauty, and accessories categories. Bewakoof plans to launch home decor in FY22.

Prabhkiran Singh, Founder CEO, Bewakoof, says, “Bewakoof is partnering with other goofy hatke brands to be our Humsafar with the objective of offering our end consumers deep access to curated fun expressive brand options across fashion, home, accessories, and beauty. Our aim is to become India’s biggest platform for creative merchandise. The D2C wave is birthing lots of very interesting alternate exciting brands but they don’t necessarily get relevant visibility or are presented in the right ambiance. Regular marketplaces are very algorithmic price-driven generics. Our focus is brands that speak to consumer’s hearts and niche focussed at meeting unmet but important gaps in the market.”

The idea behind creating a curated marketplace came from the fact that Bewakoof as a brand stands for hatke products which are expressive, unique, and believes in not taking things too seriously. Bewakoof aims to create a marketplace for brands with similar ethos who want to get discovered by a customer base that has a point of view on things and doesn’t shy away from sharing it with the World. Here’s what our brand partners are saying about getting listed and discovered on the Bewakoof curated expressions marketplace.

Nishant Bakliwal, Co-founder Brown Mocha, says, “The marketplace at helped us scale and reach our desired target audience by allowing us to leverage their expertise in logistics and marketing.”

Anurag Srivastava, Founder Mad over Print, says, “Mad over print as a brand draws shoppers who won’t settle for mediocrity and are mad about uber-cool printed products. We observe transparency and harmony in the marketplace curated by Bewakoof. The vibe of MOP & Bewakoof matches at the perfect level as both the brands have fresh cool ideas, support vocal for local and originally made in India.”

Gaurav Khatri, Co-founder Noise says, “This association with will accelerate our vision to reach out to more and more customers and provide them with the best of technology. We have always lived up to our expectation of democratizing technology and this is an extension of our commitment to our consumers. As a brand, believes in adding lightheartedness to life through its self-expressive products and fun shopping experiences and that is what we as a brand believe in. As both home-grown brands, we understand that this partnership will strengthen our position in the market.”

Vivek Gambhir, CEO boAt, says, “At boAt, we have been continuously working on expanding our market share and product visibility across all fronts, offline and online. We are happy to collaborate with a platform like that shares similar brand ethos with regards to the product offerings for our ever-dynamic consumers. The partnership speaks for both the brand’s millennial and Gen-Z audience who are always on the lookout for quirky yet durable products.”

Rahul Anand, CEO Ustraa“We are building a men’s focused grooming brand, and coming together on Bewakoof’s curated marketplace will further allow us to build this category, as it will open up new frontier across customer segments., a curated and creative marketplace partnership shall help in gaining a new customer base”

Yogesh Kabra, Founder XYXX Innerwear, says, “Marketplaces have made aspirational products and brands sell like commodities. DTC brands need representation that puts experience and community as a priority. Bewakoof helps us bridge this gap. They understand youth and their requirement better than any other brand and hence we are really excited to partner with them on the new marketplace”

The Company plans to curate over 500 such brands on the marketplace in the next 12 months.

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