Aditya Birla’s TMRW Secures INR 437 Cr Funding from ServiceNow Ventures to Accelerate Digital Fashion Play
In a significant boost to its digital-first fashion ambitions, Aditya Birla Group’s house of brands venture TMRW has secured INR 437 crore (approximately $50 million) in its first-ever external funding round. The investment comes from ServiceNow Ventures, the venture capital arm of global software giant ServiceNow, marking a strategic alignment between technology and fashion retail.
This funding round not only strengthens TMRW’s capital base but also positions the company to leverage ServiceNow’s advanced AI and platform-as-a-service (PaaS) solutions, driving a new era of tech-enabled fashion commerce in India.
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Strategic Technology Integration to Power Growth
In a statement, TMRW said the investment would help unlock new efficiencies across its portfolio by using the ServiceNow AI Platform. The integration is expected to enhance speed-to-market, optimize assortment planning, and deliver personalized, next-gen consumer experiences. The technology-backed approach aims to modernize supply chains, merchandising, and customer engagement.
Prashanth Aluru, cofounder and CEO of TMRW, emphasized the strategic importance of the partnership:
“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.”
This aligns with TMRW’s vision of building India’s largest portfolio of digital-first fashion and lifestyle brands by integrating operational excellence with intelligent technology.
TMRW: Building a Digital-First Fashion Powerhouse
Launched in 2022 under Aditya Birla Fashion & Retail Ltd. (ABFRL), TMRW operates as a roll-up platform, acquiring and scaling emerging fashion and lifestyle brands. It focuses on building a new-age fashion house by combining data-driven insights, agile supply chains, and deep consumer understanding.
The platform has already acquired or partnered with multiple D2C fashion labels, targeting India’s digitally-savvy Gen Z and millennial consumers. With the fresh capital infusion and access to ServiceNow’s tech infrastructure, TMRW is now poised to scale faster and innovate deeper.
Why This Funding Round Matters
This investment is significant for several reasons:
- It marks the first external funding round for TMRW, showing growing investor confidence in digital-first retail platforms.
- It brings global enterprise technology into the fashion retail ecosystem, creating opportunities for AI-driven transformation.
- It validates the roll-up model in India’s fashion and lifestyle space, where consolidation and brand incubation are gaining traction.
For ServiceNow Ventures, this is a strategic move to expand the footprint of its AI and automation tools in high-growth, consumer-centric sectors like fashion.
Outlook: A Tech-Driven Future for Fashion Retail
The collaboration between TMRW and ServiceNow Ventures signals a growing trend where retail meets enterprise tech. With consumer preferences evolving rapidly and competition intensifying, the ability to anticipate demand, personalize offerings, and deliver superior experiences will be critical.
TMRW’s tech-forward approach, backed by Aditya Birla’s retail expertise and ServiceNow’s AI infrastructure, places it at the forefront of India’s evolving fashion commerce landscape.