TMRW, an Aditya Birla Group venture, is set to raise ₹437 crore (around $50 million) from ServiceNow Ventures to accelerate the growth of its digital-first fashion brands.
The funding will be utilised to expand TMRW’s brand portfolio and leverage ServiceNow’s artificial intelligence platform to enhance operational efficiency and customer experiences.
Launched in mid-2022, TMRW owns and operates brands such as Bewakoof, WROGN, The Indian Garage, and Nobero, catering to Gen Z and millennial consumers. In June 2024, the company invested $15 million in men’s apparel brand WROGN to acquire a 16% stake, valuing the Bengaluru-based company at around $105 million.
By integrating ServiceNow’s AI tools, TMRW aims to improve speed-to-market, build targeted product assortments, and create enhanced consumer experiences across its online and offline channels.
TMRW was established by Aditya Birla Fashion & Retail Ltd. (ABFRL) in 2022 with the ambition to acquire and incubate 30 digital-first brands.
For the June quarter, ABFRL reported ₹1,831 crore in revenue with a ₹234 crore net loss. TMRW’s revenue rose 38% YoY to ₹197 crore, though its EBITDA loss also widened by 37% YoY to ₹63 crore.
By: Arushi Agarwal
