Mumbai | Aug 14, 2025 — Aditya Birla Group’s digital-first fashion arm, TMRW House of Brands, has secured a major ₹437 crore (~$50 million) investment from ServiceNow Ventures. The strategic capital will turbocharge the company’s AI-driven tech infrastructure and fuel growth across its portfolio of youth-focused labels: Bewakoof, Wrogn, Nobero, and The Indian Garage Co.
AI Meets Fashion
Launched in 2022, TMRW brings a technology-first mindset to young fashion consumers. With ServiceNow’s agentic AI platform, it aims to:
- Speed up time-to-market by automating trend-response cycles
- Enhance personalization across channels
- Refine its inventory assortment with sharper, data-led decisions
CEO Prashanth Aluru underlines the ambition:
“ServiceNow’s agentic AI capabilities will augment our playbook… enabling leapfrogging of traditional value drivers and delivering next-gen consumer experiences to millions.”
Growth & Reach
TMRW reported a 38% YoY revenue surge to ₹197 crore in Q1—with e-commerce up 28% and offline presence in 25 stores across 9 cities. While the segment carries a ₹63-crore EBITDA loss, the path to breakeven lies in tech-enabled scale.
What It Means for Founders
- Enterprise tech in consumer: The ServiceNow deal signals a new hybrid wave—where consumer brands leverage enterprise AI for speed and scale.
- Strategic capital: This isn’t just funding; it’s a partnership to operationalize AI at scale.
- Next-gen business model: Combining D2C and agentic AI could set a new benchmark for Indian house-of-brands playbooks.
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