AI is coming for your closet — and Aditya Birla’s fashion arm is leading the charge.
In a move that’s sending shockwaves through India’s fashion and tech circles, TMRW, the digital-first brand house from Aditya Birla Group, is raising ₹437 crore (~$50 million) from ServiceNow Ventures, the VC arm of the American enterprise software titan.
But this isn’t your average funding round.
This is a full-blown fashion-tech takeover.
TMRW x AI: The Future of Fashion Is Already Here
With this fresh capital, TMRW plans to:
- Supercharge its Gen Z–focused fashion empire
- Integrate cutting-edge AI tools from ServiceNow
- Slash time-to-market
- Deliver ultra-personalized shopping experiences
“We’re not just selling clothes — we’re building the future of fashion,” insiders say.
The Brand Lineup? Already Star-Studded
TMRW isn’t new to building bold brands. Its portfolio already includes:
- Bewakoof
- WROGN (yes, the one co-founded by Virat Kohli)
- The Indian Garage Co.
- Nobero
Last year, TMRW threw down $15 million for a 16% stake in WROGN, valuing the edgy menswear brand at $105 million — proving it’s not afraid to bet big.
Why ServiceNow Is Betting on TMRW
ServiceNow isn’t just bringing cash — it’s bringing AI firepower. The partnership aims to:
- Reimagine retail operations
- Enhance product curation through machine learning
- Automate backend processes
- Create seamless, AI-driven customer journeys
In short? TMRW is turning into a digital fashion machine, one that can predict what you want to wear — before you even know it.
From Zero to Fashion Superpower — Fast
TMRW was launched just three years ago by Aditya Birla Fashion & Retail Ltd. (ABFRL) with one mission:
To build India’s most powerful house of digital-first brands.
And with this $50 million boost, they’re well on their way.
