Aditya Birla’s TMRW to Raise ₹437 Crore (~$50M) from ServiceNow Ventures
In a significant move for India’s fashion and lifestyle sector, Aditya Birla Group’s TMRW is set to raise around ₹437 crore (approximately $50 million) from ServiceNow Ventures. The fresh capital will boost TMRW’s ambitions of building a large portfolio of digital-first fashion and lifestyle brands.
How TMRW Will Leverage ServiceNow’s AI Platform for Fashion Tech
The partnership isn’t just about funding; it’s about technology integration. TMRW plans to integrate ServiceNow’s AI-powered workflow platform into its operations. This will help automate supply chains, personalize customer experiences, and improve inventory management across its portfolio brands. The move is expected to cut down product launch cycles and improve operational efficiency.
TMRW’s Vision: Incubating 30 Digital-First Brands by 2025
Since its inception, TMRW has set its sights on creating an ecosystem of 30 high-growth digital-first brands by 2025. With this fresh $50 million funding, the company is in a stronger position to accelerate acquisitions, incubations, and collaborations within India’s booming online fashion market.
TMRW’s Brand Portfolio: Bewakoof, WROGN, The Indian Garage & Nobero
Currently, TMRW owns or holds significant stakes in popular brands like Bewakoof, WROGN (co-created with Virat Kohli), The Indian Garage Co., and Nobero. These labels cater to millennials and Gen Z, offering affordable, trendy, and high-quality apparel. The company’s brand strategy revolves around blending celebrity influence, strong social media presence, and fast fashion cycles.
TMRW’s Q1 Performance: 38% Revenue Growth, Expanding Losses
In Q1 FY25, TMRW posted a 38% year-on-year revenue growth, reflecting strong brand traction. However, the company also reported widening losses as it continues to invest heavily in marketing, technology, and expansion. This is a common trend for digital-first fashion players seeking rapid scale before profitability.
Why ServiceNow Backing Marks a Shift in Retail-Tech Investment
ServiceNow Venture’s decision to invest in TMRW signals a shift in global retail-tech investment patterns. Traditionally, fashion investments came from sector-specific or private equity players. Now, technology-focused venture arms are entering the space, bringing both capital and innovation expertise.
Omni-Channel Strategy: TMRW’s Online & Offline Expansion Plans
While TMRW is digital-first, it is also building an omni-channel presence. Select brands under its umbrella are launching offline stores to tap into India’s fast-growing Tier-2 and Tier-3 markets. This dual approach ensures broader brand reach and customer engagement across platforms.
TMRW Aims to Speed Up Market Entry with AI-Driven Assortments
With AI-driven assortment planning, TMRW can quickly identify trends, predict demand, and optimize stock keeping units (SKUs). This reduces unsold inventory and boosts margins, while also ensuring customers get fresh and relevant designs faster.
What $50M Means for TMRW’s Future Growth and Brand Building
The $50 million funding will not only strengthen TMRW’s balance sheet but also allow it to experiment with new business models, expand internationally, and invest in cutting-edge retail technology. The capital will fuel both organic growth and strategic acquisitions.
TMRW’s Investor Ecosystem: From ABFRL to ServiceNow Ventures
TMRW is incubated by Aditya Birla Fashion and Retail Ltd. (ABFRL), giving it a strong retail backbone. The addition of ServiceNow Ventures to its investor base enhances its credibility and positions it at the intersection of fashion and technology.
Conclusion:
The TMRW $50 million funding from ServiceNow Ventures marks a turning point for India’s digital fashion landscape. With a bold vision, a strong brand portfolio, and cutting-edge technology integration, TMRW is poised to shape the future of fashion commerce in India and beyond.
About the Company- Business Model of TMRW
How the Company Started
TMRW is a venture backed by the Aditya Birla Group, created to acquire and scale direct-to-consumer (D2C) lifestyle brands in India. It was launched in 2022 with the vision to build India’s largest “House of Brands” in the fashion and lifestyle segment. The company targets fast-growing digital-first brands and supports them with capital, operational expertise, and strategic partnerships.
Present Condition of TMRW
As of now, TMRW has a portfolio of multiple D2C brands, including notable names like Wrogn and Bewakoof. The company has attracted significant investments from global players, with the latest being a $50 million funding round from ServiceNow Ventures. This financial boost will help TMRW scale operations, improve supply chain infrastructure, and expand its brand portfolio.
Future of the Company and Industry
The D2C fashion and lifestyle sector in India is experiencing rapid growth, driven by rising disposable incomes, increasing internet penetration, and changing consumer preferences toward branded apparel and accessories. TMRW aims to leverage this momentum by expanding its acquisitions, entering new product categories, and strengthening its technological backbone.
Industry experts predict that India’s D2C market could surpass $60 billion by 2027, offering TMRW a massive growth runway.
Opportunities for Young Entrepreneurs
TMRW’s growth model creates multiple opportunities for young entrepreneurs:
- Brand Partnerships: Founders can partner with TMRW for scale and funding.
- Tech & Operations Roles: Careers in supply chain optimization, digital marketing, and analytics.
- Innovation Hubs: Space for product designers and innovators to collaborate on new launches.
Market Share of TMRW
While exact figures for TMRW’s market share are undisclosed, it holds a strong position in India’s D2C fashion space. By acquiring popular youth-centric brands, it is becoming a key player in the mid-premium apparel and accessories market.
MOAT (Competitive Advantage)
TMRW’s competitive edge lies in:
- Aditya Birla Group Backing – Strong capital support and brand trust.
- Diverse Brand Portfolio – Risk spread across multiple high-growth brands.
- Operational Expertise – Advanced tech integration in supply chain, marketing, and sales.
- Global Investor Network – Ability to raise large-scale funding.
How TMRW makes Money
TMRW generates revenue primarily from:
- Direct Sales: Through its brands’ e-commerce platforms.
- Marketplace Sales: Partnerships with major online retail marketplaces.
- Offline Retail: Expanding brick-and-mortar presence for select brands.
- Brand Licensing: Leveraging brand equity for collaborations and co-branded products.
Summary Table:
| Factor | Details |
|---|---|
| Founded | 2022 |
| Founder | Aditya Birla Group |
| Headquarters | India |
| Industry | D2C Fashion & Lifestyle |
| Latest Funding | $50 million from ServiceNow Ventures |
| Key Brands | Wrogn, Bewakoof, and others |
| Market Potential | $60B+ Indian D2C market by 2027 |
| MOAT | Aditya Birla backing, diverse portfolio, tech-driven ops |
| Revenue Model | Direct sales, marketplace sales, offline retail, licensing |
| Opportunities for Entrepreneurs | Partnerships, tech roles, innovation hubs |
