Aditya Birla Group’s digital-first fashion arm, TMRW – House of Brands, has secured a ₹437 crore investment from ServiceNow Ventures, marking one of the largest strategic bets in India’s brand aggregation space this year. The transaction, pending customary closing approvals, will channel advanced AI and automation into TMRW’s operations, aiming to sharpen consumer insights and boost operational efficiency across its portfolio.
Founded in 2022, TMRW has quickly built a multi-brand network that includes youth-focused names such as Bewakoof, Wrogn, The Indian Garage Co., and Nobero. Targeting Gen-Z and millennial shoppers, the company runs on an omni-channel model, blending e-commerce and offline retail to tap into India’s rapidly expanding fashion market.
The collaboration with ServiceNow will see the integration of AI-driven analytics, workflow automation, and predictive tools into TMRW’s supply chain and customer engagement processes. This is expected to enhance speed-to-market, personalize shopping experiences at scale, and strengthen brand positioning in a competitive landscape where agility is becoming a critical differentiator.
“ServiceNow’s investment reaffirms the strength of our technology backbone and sets the stage for our next phase of profitable growth,” said Prashanth Aluru, Co-founder and CEO of TMRW. “With this partnership, we can deepen our understanding of evolving consumer needs while streamlining operations across all our brands.”
For ServiceNow, this deal signals a deepening interest in India’s consumer and retail technology ecosystem, with fashion emerging as a high-growth segment for digital transformation. Industry watchers note that the infusion not only gives TMRW fresh capital to scale but also embeds it with advanced automation capabilities that could serve as a blueprint for other brand houses in emerging markets.
