Indian multinational conglomerate Aditya Birla Group announced its House of Brands entity – TMRW, on June 1, 2022. With the launch of TMRW, the Birla entity entered the D2C Segment. The new venture will onboard fashion and lifestyle brands.
Purpose of launching TMRW
The move to launch TMRW aligns with the Birla Group’s strategy to back new-age digital ventures. It will create India’s largest portfolio of disruptor brands in the fashion & lifestyle segment. Besides, it will enable the next phase of direct to consumer (D2C) growth in India, which is poised to be a USD 100 billion market by 2025.
Over the next three years, TMRW will acquire as well as incubate over 30 brands. The venture will also enable multiple founders to operate within a synergistic ‘house of brands’ platform. Their efforts will be directed towards a shared vision with shared capabilities.
Former Facebook and Bain & Company executive Prashanth Aluru will serve as the CEO and Co-founder of TMRW.
What the founders have to say
Prashanth Aluru, CEO and Co-Founder, TMRW, said, “I am excited to embark on this journey to build TMRW – an enduring long-term platform that will be home to the leading disruptor brands that provide the new age digitally savvy consumer what she is looking for across Fashion & Lifestyle. With the backing of the Aditya Birla Group and the right profile of long-term investors, we will bring in. We are confident of powering the growth of several brands that shape the next phase of digital commerce growth till 2030 and beyond. With a new-age Digital-first DNA, at TMRW, we will jointly create an ecosystem of the most-loved disruptor brands partnering closely with highly competent founders.”
What ABFRL has to say
Ashish Dikshit, MD of ABFRL, said, “The formal launch of our D2C business, TMRW, is a key milestone for the company. This venture has the potential to become a significant growth engine by tapping into the new wave of entrepreneurial energy in India. We aspire to build a portfolio of 30+ brands in the next three years. With the launch of this venture, we intend to double down on our ongoing program of strategically attracting new pools of capital that are seeking investment in high-growth businesses. We are confident that this foray will successfully meet the aspirations of digitally native consumers and also create long-term value for investors and other stakeholders.”
About Aditya Birla Fashion and Retail Limited (ABFRL)
TMRW is a part of ABFRL. In February, ABFRL announced it would set up a dedicated company to enter the direct to consumer (D2C) business. The move is a part of its strategy to build a portfolio of new-age, digital brands across categories in fashion, beauty and lifestyle segments. The company sells clothes and accessories from brands such as Louis Philippe, Van Heusen, Allen Solly, and Peter England.
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