Bewakoof's IITian CEO Shares Why He Takes Day Off On Apr 1 Each Year—Started At Slum With ₹6K Rent, No AC

On the 13th anniversary of clothing brand Bewakoof, founder and CEO Prabhkiran Singh took to LinkedIn to reflect on his journey from working in a small space in a Mumbai slum without air conditioning under a tin shed to building a popular brand for urban youth.

Bewakoof CEO shares story of "resilience and rebellion"

Singh revealed that the brand could survive only because they had the "resilience and rebellion" to prove something.

"Our first 'office' was in a slum in Mumbai — Rs 6,000/month rent for a small space on the top floor with a tin shed," the IITian CEO wrote. "With plastic chairs to sit on (and no, they were not even Nilkamal) and makeshift tables, we started with full zeal. Between the Mumbai sun and the heat from our machines, it was unbearable without an AC. But our will to build? Unshakable."

Sharing a photo where he is seen brooming the office floor, Singh said that they worked out of that slum office for two years, and as the company grew bigger, they moved to a bigger office in an industrial estate in Ghatkopar.

"This time, we had real chairs — the ones with wheels. And an AC. I remember us playing football in the empty office, soaking in the joy of small upgrades. For two full weeks, we truly felt the perks. Thus, our journey to explain D2C to India continued, when the industry wasn’t even fully believed in," he shared.

The CEO further shared that even though the company grew, the "everyday fights", the chaos, the risk, the stress, the hustle made celebrating its journey take a back seat. But when they officially launched on April 1, they decided to mark the day.

"So, every year, I make it a ritual: April 1st is my reset day. My day to breathe," Singh said, adding that he goes to the office just to soak it all in on this day. He does not take up any task but just leans back on his office chair with rollers, feels the AC breeze, and is grateful for having moved beyond the plastic chair.

"I’m my biggest critic the whole year — but today, I pause to say: You did a decent job. You deserve this day off," Singh wrote.

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