Aditya Birla Group today announced the formal launch of its new ‘House of Brands’ entity – TMRW. This move is in line with the group’s strategy to launch and back new-age digital ventures.TMRW, an Aditya Birla Group venture, will create India’s largest portfolio of disruptor brands in the fashion & lifestyle space and enable the next phase of direct-to-consumer (D2C) growth in India, which is poised to be a $100- billion market by 2025. Over the next three years, TMRW will acquire and incubate 30+ innovative, customer-obsessed brands. The venture will also enable multiple founders to operate within a synergistic ‘House of Brands’ platform that share a common vision and shared capabilities.

Ethnic wear brands

The company’s foray into branded ethnic wear business includes brands such as Jaypore, Tasva & Marigold Lane. The Company has strategic partnerships with Designers ‘Shantanu & Nikhil’, ‘Tarun Tahiliani’, ‘Sabyasachi’ and ‘House of Masaba’. ABFRL is also embarking on a significant D2C play to build a portfolio of new-age brands across fashion, beauty and other lifestyle segments. Aditya Birla Sun Life AMC ties up with global firm for real estate investment. The company has strategic partnerships with designers ‘Shantanu & Nikhil’, ‘Tarun Tahiliani’, ‘Sabyasachi’ and ‘House of Masaba’.

Aluru, CEO and Co-Founder, TMRW said, “I am excited to embark on this journey to build TMRW – a long-term enduring 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.” TMRW will tap into the extensive range of capabilities and networks that the Aditya Birla Group and ABFRL ecosystems provide to emerging and disruptor brands.

In a recent announcement, the company said that it raised Rs. 2,195 Crore of primary capital from GIC. ABFRL had also said that it is bolstering its digital capabilities by scaling up its brands.com to build an integrated portfolio of digital assets to provide an immersive customer experience, deepen consumer connect of its brands and expand its portfolio into emerging consumer segments.