Bewakoof Teams Up with Google Cloud to Bring GenAI in Indian Fashion

Popular pop culture-based Indian clothing brand Bewakoof has announced a new collaboration with Google Cloud to design a collection of AI-generated t-shirts. 

This partnership leverages Google Cloud's expertise in generative AI and machine learning capabilities to create unique and creative designs. The collaboration involves using Google's AI tools to analyse trends, customer preferences, and other data to generate t-shirt designs.

Google Cloud provides advanced generative AI capabilities through LLMs like Gemini, enabling businesses to innovate with new content in text, images, and code. Emphasising responsible AI development, the company ensures ethical and secure use of such AI.

Bewakoof belongs to the TMRW House of Brands, an Aditya Birla Group venture. TMRW has acquired a majority stake of 70-80% in Bewakoof.

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What will this Partnership Bring to the Table?

This collaboration showcases how technology can be integrated into fashion, pushing the boundaries of traditional design methods and introducing a modern, tech-driven approach to creating apparel. 

“We are excited to partner with Google to bring the power of GenAI to the hands of our consumers – enabling expression and personal connection.” said Prashanth Aluru, CEO at TMRW.

“Our generative AI solutions, especially use of the latest Imagen model, provides the ideal foundation for Bewakoof to bring its creative image generation tool to life. We’re excited to see the unique ways their customers will embrace this technology.”  said Bikram Bedi, VP and Country MD at Google Cloud India. 

Founded in 2012 by IIT Bombay graduates Prabhkiran Singh and Siddharth Munot, Bewakoof is an Indian e-commerce brand known for its trendy and affordable casual clothing.