TMRW: 10 Key Things You Must Know

Overview

TMRW is an innovative fashion venture under the prestigious Aditya Birla Group, launched in 2022 with the aim to redefine the digital-first fashion retail landscape in India. Catering primarily to Gen Z and millennial consumers, it operates a portfolio of beloved brands such as Bewakoof, WROGN, The Indian Garage Co., and Nobero. Noteworthy for its technology-driven approach, TMRW is focused on leveraging artificial intelligence to enhance customer experiences and streamline operations across both online and offline retail channels. This article explores key facets of TMRW’s journey, innovations, growth strategies, financial performance, and market impact.

1. Origins and Background of TMRW

Founded in 2022 by Aditya Birla Fashion and Retail Ltd (ABFRL), TMRW is conceptualized as a "house of brands" venture aimed at acquiring, incubating, and scaling multiple digital-first, next-generation fashion labels. The company revolves around the idea of building a scalable fashion ecosystem that resonates strongly with young consumers, blending technology, data science, and lifestyle intuitiveness. Positioned in Bengaluru, TMRW operates within a highly competitive and fast-evolving digital commerce environment.

2. Portfolio and Key Brands

TMRW’s brand portfolio includes some of the most popular and trend-forward fashion labels targeting a youthful demographic. Prominent names are Bewakoof, known for quirky casual wear, WROGN—co-owned by cricketer Virat Kohli—reported for its men’s apparel, The Indian Garage Co, and Nobero. Each brand is designed to create differentiated value propositions while benefiting from shared technological infrastructure and cross-functional expertise facilitated by TMRW.

3. Strategic Investment from ServiceNow Ventures

In August 2025, TMRW raised ₹437 crore (about $50 million) from ServiceNow Ventures, the investment arm of the American cloud computing software provider specializing in AI and automation. This funding is dedicated to enhancing TMRW’s technology platform by integrating ServiceNow’s agentic AI capabilities to boost operational agility and improve consumer engagement. This strategic partnership underlines TMRW’s commitment to building an AI-first fashion ecosystem that accelerates speed-to-market and optimizes customer experiences.

4. Technology-Driven Business Model

TMRW distinguishes itself through a data science and technology-led approach that drives decision-making across design, sourcing, manufacturing, and digital marketing. The platform offers fashion businesses tech-enabled services, supporting omnichannel retail and providing insights to optimize product assortments tailored for Gen Z and millennials. The efficient use of AI and machine learning helps streamline inventory, forecast trends, and deliver personalized shopping journeys.

5. Financial Performance and Growth Trajectory

Despite operating in a challenging retail environment, TMRW reported a 38% year-over-year revenue growth in the June 2025 quarter, reaching ₹197 crore. However, the business is still in its growth phase with an EBITDA loss expanding to ₹63 crore, reflecting investments in brand building and channel expansion. The parent ABFRL posted operating revenues of ₹1,831 crore with ongoing strategic focus on reviving loss-making segments through technology and retail expansion.

6. Omnichannel Expansion and Offline Presence

Beyond its digital-first DNA, TMRW is aggressively growing its offline retail footprint with 25 exclusive stores across 9 Indian cities as of mid-2025. This omni-channel strategy aims to deepen brand presence, enhance customer accessibility, and create integrated shopping experiences that leverage synergies between online convenience and physical store engagement, critical for fashion retail.

7. Investment and Acquisition Strategy

TMRW actively invests in and acquires synergistic brands to strengthen its portfolio. In 2024, it invested approximately $15 million to increase stake in the popular men’s apparel brand WROGN to around 33%, demonstrating a targeted approach to consolidating market positions through strategic stakes and acquisitions. This growth strategy reinforces TMRW’s position in the competitive digital fashion marketplace.

8. Leadership and Board Composition

TMRW benefits from a robust governance framework with a 13-member board including key industry professionals and independent directors. Prashanth Aluru, the co-founder and CEO, spearheads the company’s vision. The board’s diverse expertise across retail, technology, and finance supports TMRW’s ambitious scaling plans and innovation drives in a rapidly changing industry landscape.

9. Challenges and Market Competition

Operating within India’s fiercely competitive fashion market, TMRW faces challenges such as managing losses while investing in growth, expanding brand awareness, and competing with established digital and physical retailers. It contends with over 70 active competitors ranging from well-funded startups to global incumbents. Maintaining technological edge and balancing omni-channel growth are critical to its sustained success.

10. Future Prospects and Industry Impact

TMRW’s future hinges on leveraging AI-driven personalization, expanding its brand ecosystem, and aggressively scaling omni-channel retail across India. The company plans substantial investments in FY2026 to accelerate store rollouts and refine customer experiences. By blending technology with consumer-centric branding, TMRW aims to reshape India’s digital fashion industry and set new standards for digital-native brand operations.

Conclusion

TMRW represents a bold, innovative enterprise at the intersection of fashion, technology, and retail in India. Born from the reputed Aditya Birla Group, it ambitiously targets young consumers through a portfolio of digital-first brands empowered by artificial intelligence and omnichannel growth strategies. While still on a growth and investment path marked by losses, its revenue momentum, strategic partnerships, and focus on tech innovation position it to be a defining player in India’s evolving fashion market. How TMRW balances rapid expansion and profitability will be a key story for retail watchers and investors alike.