Bewakoof.com raises $11.2 million fresh funding round from Investcorp

Firm plans to use the money to strengthen the platform and gather consumer data to improve their experience on the website by using machine learning

Bewakoof Brands Private Limited (Bewakoof.com) has raised $11.2 million in a fresh round of funding from global alternative asset manager Investcorp.

Founded in 2011 by Prabhkiran Singh and Siddharth Munot, Bewakoof.com is a leading direct-to-consumer online apparel companies in India focused on providing creative and distinctive fashion at affordable prices for trendy and contemporary Indians.

Bewakoof.com plans to use the money to strengthen the platform and gather consumer data to improve their experience on the website by using machine learning. The other priorities include investment in technology back-end, along with category expansion.

Set up in 2012 by IIT Alumni Prabhkiran Singh and Siddharth Munot, Bewakoof.com is a homegrown brand driven by innovative designs and a direct-to-consumer model that focusses on bringing accessibility and value to everyday fashion.