e-commerce
Yash Raj Films partners Bewakoof.com for SRK themed merchandise
MUMBAI: Indian youth casual wear brand, Bewakoof.com has teamed up with Yash Raj Films to launch a merchandise range titled ‘The King Khan Collection’.
The collection features Shah Rukh Khan’s most popular YRF movie dialogues like ‘Rahul..Naam to Suna Hoga’, Bade Bade Deshon me aisi chotti chotti baaten hoti rehti hain’, ‘Kal raat kya hua tha’, ‘K..k..k..k..k..Kiran’ on t-shirts and boxers.
The popularity of these iconic dialogues coupled with Bewakoof.com’s quirky take makes for an interesting and fun range of t-shirts, boxers and phone covers.
Yash Raj Films vice president marketing and merchandising Manan Mehta said, “Team Bewakoof’s perspective on our content along with their ability to engage young audience with their product designs is the reason for our successful relationship so far. With this new range we intend to take this relationship a notch higher and are confident that our audience will love this range.”
“Our official merchandise partnership with YRF clearly marks a milestone for us when it comes to merchandising potential and further strengthens our positioning in the key market areas as the coolest casual wear brand,” added Bewakoof.com co-founder Prabhkiran Singh.
The collection will be live on www.bewakoof.com starting 13 August 2015.
e-commerce
Amazon unveils first Trustworthy Shopping Experience Report
32,000 bad actors targeted, 15 million fake products removed in 2025.
MUMBAI: In a marketplace where trust is the real currency, Amazon is showing its receipts. Amazon has released its first-ever Trustworthy Shopping Experience Report, offering a detailed look at how it polices its vast digital shelves from counterfeit crackdowns to scam detection and review authenticity. At the heart of the report is a four-pronged strategy, proactive controls, risk anticipation, enforcement against bad actors, and consumer protection. The scale is staggering. Since 2020, Amazon’s Counterfeit Crimes Unit has pursued over 32,000 bad actors globally through litigation and criminal referrals spanning 14 countries.
The clean-up drive accelerated in 2025, with the company identifying and disposing of more than 15 million counterfeit products worldwide. Legal action also led to the takedown of over 100 websites linked to fake reviews and scams, an ongoing battle in the age of algorithmic manipulation.
Behind the scenes, artificial intelligence and machine learning are doing the heavy lifting. Amazon says it monitors billions of daily interactions across listings, reviews, and seller activity to spot trouble before it surfaces. Its predictive systems can even flag potentially infringing listings for trending products before brands raise the alarm.
Tools like Omniscan, which verifies product safety information at scale, and SENTRIX, designed to detect and eliminate phishing websites, are part of this expanding tech arsenal. Together, they aim to reduce risk while keeping the platform usable for legitimate sellers.
That balance between protection and friction is a tightrope Amazon acknowledges. Rohan Oommen, Vice President of Worldwide Customer and Partner Trust, noted that while safeguards are critical, they must not stifle genuine businesses. Features like the Account Health Dashboard are meant to give sellers clearer visibility into compliance and performance.
Consumer-facing measures are also getting sharper. From direct safety alerts to recall notifications and refund guidance, Amazon is leaning into transparency, backed by partnerships with consumer organisations to raise awareness.
The report’s release follows the expansion of Amazon’s Counterfeit Crimes Unit into India, signalling a deeper push into one of its fastest-growing markets, with closer coordination planned between brands, sellers, and law enforcement.
In short, as online shopping grows more complex, Amazon is betting that trust built through data, enforcement, and a fair bit of algorithmic vigilance will be its most valuable product yet.
