Many startups experience an explosive growth phase,
capturing the market’s attention and becoming household names. However, few
manage to sustain their success. A perfect example of this is Bewakoof.com,
a brand that once dominated India’s youth fashion market but later faded into
the background. What went wrong?

The answer lies in a fundamental business truth: If you
don’t understand people, you don’t understand business.

1. Understanding Why Bewakoof.com Succeeded Initially

Bewakoof.com didn’t just sell T-shirts; they sold relatability.
Their products connected with pop culture, featuring famous movie dialogues,
meme-worthy phrases, and content with youth-centric humour. This made their
brand more than just apparel—it became a way for people to express themselves.

The boom in 2019-2020 happened because:

Their
content resonated emotionally with customers.

Culture
references (like Avenger movie’s characters) created a strong connection.

The
youth found their products fun, trendy, and aligned with their interests.

However, instead of understanding why they succeeded, the
company made the mistake that many startups make after a period of rapid
growth.

2. The Shift from Customer-Centric to Investor-Centric
Thinking

When startups take on funding, they often face pressure from
investors to scale rapidly. That’s when the focus shifts from solving real
customer problems to showing revenue growth at any cost.
Bewakoof.com may have faced a similar challenge:

Instead
of strengthening their brand identity, they diversified into accessories,
bags, other normal brand like products and offline stores.

They
focused on expanding product lines rather than deepening their
connection with customers. People were liking your content on t-shirts more
than your product. Focus could be on why these punch lines; dialogues had resulted
that much demand.

Don’t know how and why they
missed the actual reason for their sudden growth and followed the herd
mentality (bhed chal) of startup growth—raising funds and expanding
aggressively without a clear strategy.

The result? They lost their unique appeal and became just
another generic clothing brand.

3. The Importance of Staying Connected with Consumers

Great brands like Nike, Apple, and Starbucks succeed
because they understand one core principle: People don’t just buy products;
they buy emotions, identity, and experiences.

Nike
sells more than shoes—it sells victory, ambition, and perseverance.

Apple
doesn’t just sell phones—it sells status, simplicity, and innovation.

Starbucks
doesn’t just sell coffee—it sells a ‘third place’ between home and work.

For any brand, it’s crucial to continually engage with its
audience, adapt to cultural shifts, and reinforce its unique value. This means:

Keeping
a pulse on evolving trends and preferences.

Ensuring
that expansion aligns with customer expectations with your brand.

Innovating
in ways that strengthen brand identity rather than dilute it.

4. Possible Takeaways

The journey of any growing business comes with lessons on
balancing growth and brand authenticity. In the name of expansion and marketing
brands are only left with we have good quality, we have discounted prices, we
have more trending options. Some key takeaways may include:

Before
scaling, understand why you grew in the first place. Think twice and ensure
right pinpoint direction before pressing the accelerator. Growth isn’t
just about numbers—it’s about emotional connection with customers.

Funding
shouldn’t dictate strategy. Investors care about financial returns,
but founders must protect the brand’s soul. Here is the role of corporate
governance takes place.

Expand
strategically, not blindly. More products don’t mean more success—deeper
brand identity does.

Every startup faces crossroads where decisions about
scaling, funding, and market expansion need careful consideration. Ensuring
that these choices align with consumer expectations and brand values can make a
significant difference in long-term success. The key lies in continuously
evolving while staying true to what made the brand special in the first place.