TMRW House of Brands (“TMRW”), the digital–first fashion brands venture of Aditya Birla Group, today announced that ServiceNow Ventures will invest Rs 437 crores in TMRW’s external fund raise. The transaction, subject to customary closing conditions, underscores TMRW’s and ServiceNow’s shared vision to redefine how new-age fashion brands are built and scaled.
TMRW, launched in mid-2022, has a portfolio of leading digital–first fashion brands catering to Gen-Z and Millennial consumers – including Bewakoof, Wrogn, The Indian Garage Co. and Nobero.
Leveraging the ServiceNow AI Platform, TMRW will further enhance its speed–to–market, dynamic & focused assortments, and seamless consumer experiences across its rapidly expanding omni–channel footprint.
Announcing the round, Prashanth Aluru (Co–Founder & CEO, TMRW) said, “Our focus and differentiation has been building a technology- and data science-led approach to scaling new age fashion brands. ServiceNow’s agentic AI capabilities will augment our playbook for value creation, enabling us to leapfrog traditional fashion–industry value drivers and deliver next-gen consumer experiences to millions of consumers.”
Aluru further notes that ServiceNow’s investment affirms the strength of TMRW’s technology & AI capabilities and further expands the potential to blitz scale TMRW’s next phase of profitable growth. “We look forward to leveraging this partnership to deepen consumer insight, operational agility and brand differentiation at scale,” he said.
“At ServiceNow Ventures, we’re committed to investing in transformative technologies that are reshaping the future of work. We are proud to support TMRW as they redefine India’s fashion landscape with a bold, AI-first approach,” said Philip Kirk, Senior Vice President of Corporate Business Development at ServiceNow.
