Aditya Birla Group business Tmrw looks to tech innovations for growth

Aditya Birla Group’s house of brands business Tmrw plans to harness innovations in technology for growth and pursue omni-channel expansion for its fashion labels. The business is investing in both direct to customer online retail and offline expansion to continue to grow its brand’s customer bases. 

“We’ve invested heavily in tech and data science across the fashion value chain- from trend spotting to demand sensing and ensuring a constant launch rhythm,” said Tmrw’s co-founder and CEO Prashanth Aluru, Indian Retailer Bureau reported. “Today, trends are changing at a much faster pace than ever before, and keeping up requires more than just intuition- it demands precise, data-driven insights. What’s critical for us is delivering freshness and newness every month.”

Tmrw’s brands include JuneBerry, Wrogn, Nobero, Veirdo, Urbano, and Bewakoof, according to its website. The business’ target audiences are Gen Z and millennial shoppers, which it caters to through different brands, believing these to be two distinct audience groups. The business also partners with Indian celebrities to connect with the Indian public such as Wrogn’s long term partnership with cricketer Virat Kohli. Tmrw also taps into cultural phenomena such as Bewakoof’s campaign to celebrate the Indian lunar exploration programme Chandrayaan. 

Tmrw is also taking steps to set apart its brands. For example, the business has trademarked the term ‘fash-leisure’ for its label Nobero. “We’ve seen a phenomenal shift in how people prioritise travel, and Nobero aligns perfectly with this change,” said Aluru. “Travel is the end-use case, but the brand’s focus is on how you present your fashion identity in those moments. It’s all about offering a modern, understated aesthetic that combines comfort and sophistication for the socially active traveler.”