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Published
Jun 1, 2022
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Aditya Birla Group announces new direct-to-customer launch 'TMRW'

Published
Jun 1, 2022

Aditya Birla Group has launched new direct-to-customer business TMRW to acquire and incubate up-and-coming fashion brands and boost its digital offering. 

ABFRL steps into D2C fashion retail


Aditya Birla Fashion Retail Limited’s new offering TMRW will acquire and incubate around 30 brands over the coming three years, ET Bureau reported. This new venture will be led by former Facebook and Bain executive Prashanth Aluru.

“This venture has the potential to become a significant growth engine by tapping into the new wave of entrepreneurial energy in India,” said ABFRL’s managing director Ashish Dikshit, ET Bureau reported. “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.”

The business had first announced its D2C plans in February this year, stating that expanding into this fast-growing market will enable it to cultivate a portfolio of new-age, digital brands in categories including fashion, beauty, and lifestyle. D2C brands receive most of their revenue from direct-to-consumer online channels or began life online and this brand category grew significantly during the pandemic when e-commerce boomed. 

The D2C market in India represents a large growth opportunity, according to ABFRL, which predicts that it will be worth $100 billion by the year 2025. Acquiring new brands will enable ABFRL to reach younger consumers and diversify its product offering. 

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