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Published
Nov 28, 2022
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Aditya Birla Group’s ‘TMRW’ invests in eight lifestyle brands

Published
Nov 28, 2022

Aditya Birla Group’s ‘House of Brands’ venture ‘TMRW’ has strengthened its brand portfolio by onboarding eight direct-to-consumer (D2C) lifestyle brands.


Aditya Birla Group’s ‘TMRW’ invests in eight lifestyle brands - Bewakoof - Facebook


The investment in these eight brands namely Berrylush, Bewakoof, Juneberry, Natilene, Nauti Nati, Nobero, Urbano, and Veirdo has given TMRW a diversified portfolio across several fashion sub-categories with a revenue run-rate of Rs 700 crore ($85.8 million).

The company plans to further diversify its portfolio by entering the beauty & personal care over the next few months and expects to cross an annual revenue rate of Rs 1500 crore in the next 12 months.

Commenting on the investment, Ashish Dikshit, managing director, Aditya Birla Fashion and Retail Ltd (ABFRL) in a statement said, “ABFRL has a distinctive heritage of building marquee Fashion & Lifestyle brands. By tapping into ABFRL’s fashion capabilities and category expertise, TMRW is on the path to replicate the success in the digital first space by building the next generation of memorable brands that will drive India’s e-commerce growth.”

Prashanth Aluru, CEO co-founder of TMRW added, “We are excited about partnering with these amazing entrepreneurs that are disrupting multiple lifestyle categories. With our investment and deep value-addition, we are confident in scaling existing leading brands to become category leaders as well as be the category creators in several emerging categories.”

With TMRW, Aditya Birla Group aims to build India’s largest portfolio of disruptor brands in the fashion and lifestyle space.

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