TMRW – House of Brands, the Aditya Birla Group’s digital-first fashion venture, has announced an investment of Rs 437 crore (US $ 49.85 million) from ServiceNow Ventures as part of its external fundraise, the company said in a press release on Wednesday. The deal, subject to customary closing conditions, will see TMRW integrate ServiceNow’s AI and automation capabilities into its business operations.
Launched in 2022, TMRW operates a portfolio of brands including Bewakoof, Wrogn, The Indian Garage Co., and Nobero, catering to Gen-Z and millennial consumers through an omni-channel model.
Commenting on the development, Prashanth Aluru, Co-Founder and CEO of TMRW, said that ServiceNow’s investment affirmed the strength of TMRW’s technology and AI capabilities, while also expanding the company’s potential to accelerate its next phase of profitable growth. He added that the partnership would help TMRW deepen consumer insights, enhance operational agility, and strengthen brand differentiation at scale.
