Aditya Birla Fashion & Retail (ABFRL) is set to acquire a controlling stake in Bewakoof, an apparel and accessories brand, for approximately INR 100 crore.

This acquisition represents the company’s official entry into the direct-to-consumer market. “Both companies have signed non-disclosure agreements and completed due diligence.” According to an ET report, “the team at Bewakoof is also moving to join Aditya Birla’s new firm.” The Bewakoof team is likely to join ABFRL. TMRW, Aditya Birla Group’s ‘House of Brands’ business, was launched earlier this year.

Aditya Birla Fashion & Retail (ABFRL) is set to acquire a controlling stake in Bewakoof, an apparel and accessories brand, for approximately INR 100 crore.

This acquisition represents the company’s official entry into the direct-to-consumer market. “Both companies have signed non-disclosure agreements and completed due diligence.” According to an ET report, “the team at Bewakoof is also moving to join Aditya Birla’s new firm.” The Bewakoof team is likely to join ABFRL. TMRW, Aditya Birla Group’s ‘House of Brands’ business, was launched earlier this year.