TMRW, a fast-growing fashion and lifestyle company from the Aditya Birla Group, has teamed up with LiteStore to launch offline stores across India. Known for brands like Wrogn, Bewakoof, The Indian Garage Co., and Nobero, TMRW now plans to take these digital-first names into real-world shopping spaces.
TMRW Partnership with LiteStore
To make this shift successful, TMRW is working with LiteStore, a retail-as-a-service company that helps online brands set up physical stores. LiteStore handles everything from choosing the store location and designing the layout to hiring staff and managing daily operations. The goal is to give customers the same quality experience offline as they get online.
Manish Singhai, Chief Business Officer at TMRW, said that their goal is to offer more value to customers. He praised LiteStore for helping turn their ideas into reality with speed and professionalism. The two companies plan to open 25,000 square feet of retail space in the next 18 months, including exclusive brand stores, multi-brand stores, and premium outlet locations.
New Stores Already Open
The collaboration is already showing results. Bewakoof has launched stores at Forum South Mall and key high-street spots like HSR Layout and Koramangala in Bangalore. Wrogn opened a flagship store in HSR Layout, while Nobero welcomed customers at Amanora Mall in Pune. Other brands under TMRW, including Urbano, Veirdo, and Juneberry, have also launched in FLXY, a youth-focused multi-brand outlet in Pune.
This move combines the strength of online success with the customer experience of physical stores. LiteStore’s plug-and-play model allows brands to test, adapt, and improve their offline strategy with low risk. Puneet Dinesh, Co-founder of LiteStore, shared that modern retail needs to be flexible and engaging, and this partnership delivers exactly that.
Changing How India Shops
Together, TMRW and LiteStore are reshaping the way fashion is sold in India. By blending digital innovation with offline convenience, they are making shopping more enjoyable, accessible, and trend-driven for today’s consumers.
