ABFRL consolidates control over Bewakoof to accelerate youth-centric retail growth

Aditya Birla Fashion and Retail (ABFRL) has moved to secure a near-total stake in Bewakoof, the digital-first fashion and lifestyle brand, by acquiring an additional 10.02 per cent equity stake. Completed on June 8, 2026, through its subsidiary Aditya Birla Digital Fashion Ventures (TMRW), this transaction brings ABFRL’s total ownership in the brand to 99.03 per cent. This acquisition follows the strategic roadmap established in the 2023 shareholder agreement, which provided clear milestones for TMRW to incrementally increase its equity share. By consolidating its position, ABFRL effectively transitions Bewakoof from a venture-backed startup into a fully integrated pillar of its ‘House of Brands’ ecosystem.

Strengthening the digital-first portfolio

The move underscores ABFRL's commitment to capturing the high-engagement Gen-Z and Millennial market segments. Bewakoof, which reported a turnover of Rs 243.12 crore for the fiscal year ending March 2026, serves as a critical growth engine for TMRW. With absolute strategic and administrative control, ABFRL aims to drive deeper operational synergies, including the integration of Bewakoof’s inventory and supply chain with the group’s broader retail infrastructure. This consolidation allows the conglomerate to streamline decision-making and scale the brand’s footprint across both digital channels and physical retail touchpoints, countering competitive pressures from domestic giants in the youth apparel space.

Strategic capital allocation for market dominance

This acquisition signifies a shift in ABFRL’s strategy, favoring total ownership of high-growth D2C brands over minority participation. By integrating Bewakoof more tightly into its portfolio, the group is positioned to leverage its immense retail footprint and sourcing efficiencies to optimize the brand’s margins and product offerings. As the Indian online fashion market continues to evolve, the ability to control and scale a proven youth-centric platform is central to ABFRL’s objective of tripling revenue and doubling EBITDA margins over the next five years. The move is a calculated play for long-term equity value in a rapidly expanding demographic.

Known for trend-driven designs

Bewakoof is a digital-first fashion and lifestyle brand catering to India's youth, offering apparel, footwear, and accessories. Known for its trend-driven designs, the brand operates primarily through online channels with a developing offline presence. Originally a pioneer in the Indian D2C space, it now operates under the ABFRL’s TMRW venture.