TMRW House of Brands, part of the Aditya Birla Group, has announced it will receive Rs 437 crore from ServiceNow Ventures as part of its ongoing fundraising round. The investment is still subject to customary closing conditions but marks the start of a strategic partnership to change how new-age fashion brands are built and scaled.
This collaboration aims to merge TMRW’s fashion expertise with ServiceNow’s AI and automation tools to improve product speed to market, target assortments better, and create superior consumer experiences.
Vision for Scale
Launched in mid-2022, TMRW manages well-known labels including Bewakoof, Wrogn, The Indian Garage Co., and Nobero, catering to Gen Z and millennials across online and offline channels.
Co-founder and CEO Prashanth Aluru said the funding will speed up TMRW’s technology-led model. According to him, ServiceNow’s AI capabilities will help TMRW bypass traditional industry growth limits, enabling profitable and large-scale expansion while delivering next-generation consumer experiences.
Strategic Synergy
Philip Kirk, Senior VP of Corporate Business Development at ServiceNow, said their investment aligns with ServiceNow’s goal of supporting transformative technologies that change the future of work. He praised TMRW’s AI-first fashion approach, noting it is transforming every layer of the consumer journey while boosting operational agility.
TMRW will use the partnership to deepen consumer insight, increase operational flexibility, and strengthen brand uniqueness in a competitive market.
Diverse Brand Portfolio
TMRW focuses on casual wear, fashleisure, and expression wear, partnering closely with founder-led teams. The company uses a digital-first growth model to scale brands quickly, blending technology, data science, and strong retail presence to meet changing fashion demands.
Its approach combines creative branding with data-backed decisions, enabling quick responses to consumer trends and ensuring sustainable, profitable growth.
What is TMRW?
TMRW House of Brands is a digital-first fashion and lifestyle platform launched by the Aditya Birla Group in 2022. It partners with emerging and established brands to accelerate growth using AI, automation, and data-driven strategies. Its goal is to become a leading house of brands in India by integrating technology with fashion to meet the needs of modern consumers.
With investments like the one from ServiceNow Ventures, TMRW is positioning itself as a future-ready leader in India’s evolving fashion market.
