Bengaluru-based TMRW House of Brands, the digital-first fashion venture of Aditya Birla Group, has raised Rs 437 crore ($49.9 million) from ServiceNow Ventures as part of its latest external fundraising round.
The transaction, subject to customary closing conditions, marks a strategic partnership aimed at accelerating TMRW’s technology-driven growth in India’s fashion sector.
Launched in mid-2022, TMRW operates a portfolio of digital-first brands, including Bewakoof, Wrogn, The Indian Garage Co., and Nobero, catering primarily to Gen-Z and millennial consumers.
The company plans to leverage ServiceNow’s agentic AI and automation capabilities to enhance speed-to-market, sharpen assortments, and improve consumer experiences across its growing omni-channel network.
“Our focus has been on building a technology- and data science-led approach to scaling new-age fashion brands,” said Prashanth Aluru, co-founder and CEO of TMRW.
TMRW partners with founder-led teams to build brands in categories spanning casualwear for men, women, and children. Its strategy combines category expertise with a proprietary digital-first growth platform to scale businesses with sustainable unit economics.
The ServiceNow deal adds a global enterprise technology player to TMRW’s investor base as the company seeks to scale its brand portfolio and deepen AI-led consumer engagement.
