TMRW to Raise $50 Million from ServiceNow Ventures to Boost AI-Led Fashion Operations
- ByStartupStory | August 14, 2025
TMRW, the Aditya Birla Group’s digital-first fashion venture, is set to raise ₹437 crore (approximately $50 million) from ServiceNow Ventures. The funding will be deployed to grow its portfolio of brands and integrate ServiceNow’s artificial intelligence tools to improve operational efficiency and customer engagement.
Launched in mid-2022, TMRW’s portfolio includes popular labels such as Bewakoof, WROGN, The Indian Garage, and Nobero, catering primarily to Gen Z and Millennial shoppers. In June 2023, the company invested $15 million in Bengaluru-based men’s apparel brand WROGN, acquiring a 16% stake at a valuation of around $105 million.
With the fresh funding, TMRW plans to leverage ServiceNow’s AI capabilities to speed up time-to-market, develop targeted product assortments, and elevate consumer experiences across its e-commerce platforms and physical retail channels.
The venture was established by Aditya Birla Fashion & Retail Ltd (ABFRL) three years ago with the vision of acquiring and incubating 30 brands in the digital-first fashion space.
For the June quarter, ABFRL reported revenue of ₹1,831 crore and a net loss of ₹234 crore. TMRW’s revenue during the same period rose 38% year-on-year to ₹197 crore, though its EBITDA loss also widened 37% to ₹63 crore.
The investment from ServiceNow Ventures is expected to strengthen TMRW’s position in India’s fast-growing online fashion market while accelerating its technology-driven retail strategy.
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