Bewakoof has opened its 51st offline store in Sikar, Rajasthan, marking another milestone in the Indian fashion brand’s rapidly expanding physical retail network. The new store strengthens Bewakoof’s presence beyond major metros and brings its youth-focused fashion and brand experience closer to customers in Sikar.
The Sikar opening follows the launch of Bewakoof’s 50th store at Boulevard Walk, Noida, and comes as the brand continues to scale its offline retail footprint across India.
According to Bewakoof’s latest announcement, Sikar is now the home of Store No. 51, reflecting the brand’s ongoing strategy of taking its offline experience to more cities and communities across the country.
Bewakoof Opens Store No. 51 in Sikar
Bewakoof announced the opening of its new Sikar store through its official social media channels, describing the milestone as another opportunity to get closer to its community.
The new location is in Sikar, Rajasthan, marking another step in the brand’s expansion across India’s emerging and regional retail markets.
The launch comes shortly after Bewakoof celebrated its 50th store at Boulevard Walk, Noida, making the Sikar opening the brand’s next major offline milestone.
The sequence of openings indicates that Bewakoof is continuing to add physical retail locations at a rapid pace, building on a network that has expanded considerably during 2026.
Bewakoof’s Offline Expansion Accelerates
Bewakoof’s move into physical retail is part of a broader omnichannel strategy under TMRW, the D2C venture of Aditya Birla Fashion and Retail.
Founded in 2012, Bewakoof has developed a fashion proposition centred around contemporary Indian consumers, expressive designs and accessible everyday fashion. Aditya Birla Group describes the brand as offering products including graphic merchandise, oversized fits and distinctive bottomwear.
The brand’s own story describes Bewakoof as a homegrown, direct-to-consumer fashion company with capabilities spanning design, manufacturing, technology, data science and marketing.
Its transition from a predominantly digital-first fashion business toward a larger physical retail footprint reflects the wider evolution of India’s D2C fashion sector, where established online brands are increasingly using stores to create direct consumer experiences.
From Digital-First Brand to Omnichannel Fashion Retailer
Bewakoof’s offline expansion has been developing over several years.
TMRW said in early 2025 that its portfolio brands were progressively expanding through store-in-store formats, standalone mall stores and high-street fashion destinations. Bewakoof was among the brands being scaled through this offline strategy.
In Q3 FY25, Aditya Birla Fashion and Retail reported that TMRW had initiated its offline expansion and had exited the quarter with four Bewakoof stores and three TIGC stores.
By the end of FY25, TMRW reported 16 stores across seven cities, excluding WROGN, with offline expansion across Bewakoof, The Indian Garage Co. and Nobero identified as an important part of the strategy.
The pace of Bewakoof’s own store rollout has since accelerated significantly, reaching Store No. 51 with the latest Sikar opening.
Bewakoof’s Recent Store Expansion Across India
The Sikar store is part of a series of openings that have taken Bewakoof into a growing number of Indian cities.
Recent company announcements include:
- Store No. 46: Phoenix Palassio Mall, Lucknow, the brand’s second store in Lucknow.
- Store No. 47: Evershine Global City, Virar West.
- Store No. 48: Linking Road, Bandra, Mumbai, at TMRW House of Brands.
- Store No. 50: Boulevard Walk, Noida.
- Store No. 51: Sikar, Rajasthan.
Bewakoof has also expanded its presence in cities such as Jaipur and Varanasi. Its first Jaipur store was announced as a new offline milestone, while its Varanasi opening at JHV Mall was announced as the brand’s 42nd store.
This progression shows that the brand’s offline network is not limited to India’s largest metropolitan markets.
Sikar Becomes an Important Regional Retail Destination for Bewakoof
The entry into Sikar is significant from a regional retail perspective.
Sikar is one of Rajasthan’s important urban centres and is widely recognised for its education ecosystem and growing consumer market. For a youth-oriented fashion company such as Bewakoof, establishing a physical presence in a city beyond the largest metropolitan markets creates an opportunity to connect directly with consumers who may already know the brand through digital channels.
The Sikar opening therefore extends Bewakoof’s offline retail proposition into another regional market while supporting the company’s broader objective of increasing accessibility across India.
What Bewakoof Offers Customers
Bewakoof has built its brand around casual and expressive fashion, with products spanning graphic T-shirts, oversized silhouettes, shirts, hoodies, bottoms and other everyday fashion categories.
Its current online assortment includes extensive collections of oversized T-shirts, graphic T-shirts, streetwear and casual apparel for men and women.
The brand also works with licensed and pop-culture-led merchandise, with current collections featuring collaborations and designs associated with franchises such as Marvel, Friends, Looney Tunes, NASA and other entertainment properties.
This product strategy has helped position Bewakoof within India’s youth-oriented casual and expressive fashion segment.
Bewakoof’s Store Network and Omnichannel Strategy
The latest store opening also highlights the continuing importance of physical retail for digital-first fashion brands.
While Bewakoof was originally built around a direct-to-consumer digital model, the company now operates an extensive network of physical stores alongside its online business.
Its official store locator lists locations across cities including Bengaluru, Hyderabad, Delhi NCR, Pune, Chandigarh, Indore, Jodhpur, Jaipur, Mumbai, Gurugram, Raipur and several other markets.
The physical stores provide customers with an opportunity to experience the products in person, while the online platform continues to provide nationwide access to the wider assortment.
This combination of online reach and offline touchpoints represents the brand’s evolving omnichannel retail model.
TMRW’s Role in Bewakoof’s Retail Expansion
Bewakoof is part of TMRW, the D2C venture of Aditya Birla Fashion and Retail.
TMRW’s strategy has focused on building and scaling digitally native fashion and lifestyle brands, with offline expansion becoming an increasingly important channel.
Aditya Birla Fashion and Retail reported that TMRW’s FY25 growth was 55% year-on-year, supported by category and channel expansion, premiumisation, marketing campaigns and collaborations. The company also highlighted the scaling of offline retail across Bewakoof, The Indian Garage Co. and Nobero.
The continued rollout of Bewakoof stores in 2026 is therefore part of a broader TMRW strategy to establish stronger consumer connections through physical retail.
Bewakoof’s Offline Retail Journey in 2026
The pace of store additions during 2026 represents a substantial acceleration compared with the company’s earlier physical retail footprint.
The brand moved from its early offline network into a much broader national store rollout, with recent openings spanning malls, high streets, TMRW House of Brands locations and regional markets.
The progression from Store No. 42 in Varanasi to Store No. 51 in Sikar also illustrates how quickly the network has expanded.
Rather than concentrating exclusively on metropolitan markets, Bewakoof’s recent expansion includes locations such as Sikar, Varanasi and Virar, indicating an increasing focus on geographic diversification.
What the Sikar Store Means for Indian Fashion Retail
The Sikar opening reflects a larger trend within India’s fashion retail industry: digital-first brands are increasingly investing in physical stores to complement online growth.
Physical stores can provide consumers with product discovery, trial, immediate purchases and direct interaction with the brand. For fashion retailers, they can also create additional touchpoints for customers who may initially discover products through digital platforms.
For Bewakoof, the Sikar store adds another physical touchpoint to a growing national network and supports its stated objective of bringing the brand experience closer to communities across India.
Bewakoof Store No. 51: Key Details
Particular
Details
Brand
Bewakoof
Store number
51
Location
Sikar, Rajasthan
Retail category
Fashion & Apparel
Brand segment
Youth-focused casual and expressive fashion
Expansion type
Offline retail
Parent/Platform
TMRW, Aditya Birla Fashion and Retail
Previous milestone
Store No. 50 at Boulevard Walk, Noida
Latest milestone
Entry into Sikar
About Bewakoof
Founded in 2012, Bewakoof is an Indian fashion brand focused on contemporary, expressive and casual apparel. The brand was built around a direct-to-consumer model and has developed capabilities across design, manufacturing, technology, data science and marketing.
Aditya Birla Group identifies Bewakoof as part of TMRW, its D2C venture under Aditya Birla Fashion and Retail. The brand’s product portfolio includes graphic merchandise, oversized fits and distinctive everyday fashion.
Today, Bewakoof operates through both digital commerce and an expanding physical store network.
Conclusion
Bewakoof’s Store No. 51 in Sikar marks another significant step in the brand’s offline retail expansion across India.
Following its 50th-store milestone in Noida, the Sikar opening demonstrates the continued pace of Bewakoof’s physical retail rollout. The brand is increasingly combining its established digital-first identity with physical stores across metropolitan, suburban and regional markets.
With its expanding store network and continued focus on youth-oriented fashion, Bewakoof’s latest opening adds another location to its growing omnichannel retail footprint while bringing the brand experience to consumers in Sikar, Rajasthan.
Retail Newsline India will continue tracking Bewakoof’s store expansion and the broader growth of India’s fashion and D2C retail sector.
Frequently Asked Questions
1. Where has Bewakoof opened its 51st store?
Bewakoof has opened its 51st store in Sikar, Rajasthan, according to the brand’s latest announcement.
2. How many stores does Bewakoof have now?
The brand has announced its 51st offline store, making Sikar the latest addition to its physical retail network.
3. Where was Bewakoof’s 50th store opened?
Bewakoof’s 50th store was opened at Boulevard Walk, Noida.
4. When was Bewakoof founded?
Bewakoof was founded in 2012.
5. Who owns Bewakoof?
Bewakoof is part of TMRW, the D2C venture of Aditya Birla Fashion and Retail.
6. What does Bewakoof sell?
Bewakoof offers contemporary casual fashion including graphic T-shirts, oversized T-shirts, shirts, hoodies, bottoms, streetwear and other apparel categories.
7. Is Bewakoof expanding offline?
Yes. Bewakoof has been significantly expanding its physical retail presence. Its latest Sikar launch follows a series of store openings across Indian cities, including Noida, Bandra, Virar, Lucknow and Varanasi.
8. What is TMRW?
TMRW is the D2C venture of Aditya Birla Fashion and Retail and is the platform through which Bewakoof is being scaled alongside other digitally native brands.
9. Why is Bewakoof opening physical stores?
The company’s expansion reflects a broader omnichannel strategy designed to strengthen consumer connections and make the brand experience accessible through physical retail as well as digital channels. TMRW has specifically highlighted offline expansion and consumer connectivity as part of its strategy.
10. Where can customers find Bewakoof stores?
Bewakoof’s official store locator lists physical locations across multiple Indian cities and provides store addresses and operating timings.