Sanya Malhotra, Bollywood actor named Bewakoof’s brand ambassador

Bollywood actor Sanya Malhotra has been named as the new brand ambassador by direct-to-consumer (D2C) fashion brand Bewakoof. Malhotra will be seen promoting the brand in a series of digital videos.

As per Fashion Network, the association will help Bewakoof strengthen its connection with millennials and boost its visibility across the country.

Launched in 2012 by Prabhkiran Singh, Bewakoof claims to have a customer base of around 10 million. The brand had recently secured $4 million (Rs 29 crore) funding from IvyCap Ventures. The brand clocks sales of over 1 lakh products a month. Our innovation focus extends to our operations as well. It is vertically integrated, manufacture its own products, and cut out the middleman wherever possible. This direct-to-consumer model allows the brand to create high-quality fashion at affordable prices.

A thoughtful brand, Bewakoof actively attempts to minimise its environmental footprint and maximise social impact through initiatives like rainwater harvesting or paper packaging to employee benefits.