Team Startupcity

• TMRW, Aditya Birla Group’s digital-first fashion venture, to receive Rs 437 crore from ServiceNow Ventures.
• Funding will support AI integration to enhance speed-to-market, product focus, and consumer experience.
• Portfolio includes youth-focused brands like Bewakoof, Wrogn, The Indian Garage, and Nobero.

TMRW, the digital-first fashion venture launched by the Aditya Birla Group in 2022, is set to raise Rs 437 crore (US$50 million) from ServiceNow Ventures, the investment arm of US-based cloud computing and AI solutions provider ServiceNow.

The investment aims to integrate ServiceNow’s AI technology into TMRW’s operations, enabling faster speed-to-market, sharper product assortments, and enhanced consumer experiences across its omni-channel retail network.

TMRW’s portfolio includes popular youth-focused brands such as Bewakoof, Wrogn, The Indian Garage, and Nobero, targeting Gen-Z and Millennial consumers through direct-to-consumer channels.

Aditya Birla Fashion & Retail Ltd. (ABFRL) launched TMRW to acquire and incubate high-potential digital fashion brands. The initiative forms part of ABFRL’s strategy to strengthen its presence in the fast-growing online fashion space.

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For the quarter ending June 2025, ABFRL reported a 9% year-on-year revenue increase to Rs 1,831 crore (US$209.4 million). However, the company posted a net loss of Rs 234 crore (US$26.7 million), reflecting the ongoing investment cycle in digital ventures like TMRW.

With this partnership, TMRW aims to leverage cutting-edge AI to create a more agile, data-driven fashion ecosystem, positioning itself at the forefront of India’s evolving retail landscape