How BeBachkod Sells Happiness With T-shirts


There is an old saying in the world of eCommerce marketing “McDonalds does not sell burgers, they sell friendship, Nike does not sell shoes, they sell the spirit of competition.”

BeBachkod (no, it is not a typo) sells happiness! The quirky, offbeat eCommerce brand sells t-shirts on their Instamojo premium online store, but all their customers secretly know; they are being convinced to buy a product that makes them smile!


Why BeBachkod got its name

Started by Sachin Kumar and Tushar Pruthi, BeBachkod uses its sassy wordplay on a word that is used to describe being senseless, shameless, and well – not caring what other people think!

Who did BeBachkod target with their tees? The entrepreneur duo believes that ‘ your appearance defines your personality and wants anyone who wants to wear their personality on their sleeve, to buy a tee-shirt!

How to sell happiness

But how do they sell happiness?

” We all have bachkodism inside us, which makes us different and unique. Our designs will make you giggle and our products (t-shirts) are meant to give you tremendous happiness which ultimately increases your lifespan till the time you start craving for more.” – the BeBachkod team

Sachin and Tushar go beyond selling happiness in the form of tees. The duo, who have been friends from school also hosts a community of spoken word artists called ‘Jazbaat Talkies’.

Their social media handles do not only showcase their products, but also memes! It is pretty clear that these entrepreneurs love to laugh out loud and not take things too seriously. Here’s one of our favourite memes from their page!

bebachkod - how to sell happiness

Keen to start selling t-shirts online like BeBachkod? Our guide here can help you get started!

How to sell happiness with t-shirts – a few tips and hacks on getting your branding right

Just like BeBachkod, successful brands out there do not intend to sell their products, they sell emotions. The feeling of community, togetherness, fearlessness.

Elements of a brand like BeBachkod

Several entrepreneurs think their customers perceive brands only in visual form i.e – logo, graphics, design, colours. Some think it’s the name. Others think it’s the tagline that helps sell products/services. The main elements of branding are:

  • Logos
  • Taglines
  • Design
  • Company Name

What defines your brand? 

While all these elements make the core of your brand, a lot lies in the way you communicate your brand and position it too. Every brand needs a story. BeBachkod shares memes hosts poetry sessions and have tee-shirt prints that you might not be allowed to wear to work. What the brand communicates through this is simple; be a little shameless, and have some fun.

Defining your brand is like a journey of business self-discovery. It can be difficult, time-consuming, and uncomfortable. It requires, at the very least, that you answer the questions below:

  • What is your company’s mission?
  • Are there any benefits and features of your products or services?
  • What do your customers and prospects already think of your company?
  • What qualities do you want them to associate with your company?

Your brand should sell an emotion, a feeling, and communicate that to customers.

According to, brands don’t sell products, brands sell an ethos. They sell what you stand for, a sense of community, an identity. The other things like colours, logo, name, tagline – are all expressions of that ethos, but it is not the brand. Brands communicate a belief and a way of being. We look at them and see if what they represent is what we believe too. We all want to be a part of something great. Something bigger than ourselves. Brands allow us to do that.

If you are looking to map out a story for your brand and want to know how to sell happiness, or family, or nostalgia (paper boat is a great example of this), then we have a fun eBook for you to download and use as a reference guide! Download our eBook for free here.

branding eBook

How our premium store helps small businesses with branding

BeBechkod uses our premium eCommerce store to sell their quirky t-shirts and prints. Their online store is colourful, vibrant, and emphasizes the importance of expressing yourself freely – their brand message! If you plan to set up your online store on Instamojo, there are many features that also help you push your brand positioning such as –

Logo – The icon that represents your brand. The power of a logo is underestimated. Did you know that the Mcdonald’s signature ‘M’ is now more easily recognized than a church’s cross? A simple angular ✔️ and everyone knows it is Nike. Check this guide if you want to design your own logo. 

Theme – Our premium store offers 20+ themes that help you pick what fits your brand best.

Banner images – The first image your customers see when they click on your store defines what your brand stands for. What you sell.

About us – Did you know a lot about your brand is in your ‘About us’ section? This is where you tell your customers your ‘brand story’ in crisp, clear content.

how to sell happiness

Setting up an eCommerce store is the first step for you and your brand to sell your story. With the Instamojo premium store, it is easy, quick, and you need zero developer assistance – because our team will be there to help you. All you need to do is give us a call

Set up your premium store today


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