Aditya Birla Group’s House Of Brands ‘TMRW’ Backs 8 D2C Startups

Aditya Birla Group’s house of brands business TMRW said to have invested in eight digital-first lifestyle brands

TMRW shared that it partnered with these brands within a few months of its inception. The eight homegrown D2C brands include Berrylush, Bewakoof, Juneberry, Natilene, Nauti Nati, Nobero, Urbano and Veirdo. 

The development comes three days after Aditya Birla Fashion & Retail (ABFRL) was reported to be acquiring a controlling stake in Bewakoof for about INR 100 Cr. 

In June, TMRW was introduced by the Indian conglomerate Aditya Birla Group. During that time period, it shared that it plans to acquire and incubate over 30 brands in the coming three years. 

“With our investment and deep value-addition, we are confident in scaling the leading brands to become category leaders as well as be the category creators in several emerging categories. We will also leverage partnerships within e-commerce and D2C ecosystem to be a force multiplier in the brand’s growth journey,” said Prashanth Aluru, CEO and cofounder of TMRW. 

TMRW informed that after onboarding the mentioned eight D2C brands, it has attained a revenue run-rate o more than INR 700 Cr. It also aims to surpass an annualised revenue rate of over INR 1500 Cr in the coming 12 months. 

According to the company, through the current portfolio, TMRW has marked a presence in various sub-segments of the apparel industry including casual, kids and western wear. 

“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,” said, Ashish Dikshit, managing director of ABFRL.

TMRW plans to expand further in lifestyle categories including beauty and personal care space. It aims to partner with new-age founders by bringing in strategic, operational and technological capabilities. 

It said that investing money in multiple brands will enable portfolio companies in brand building and growth. 

Led by Aditya Birla Group, ABFRL manages a retail space of 9.2 Mn sq feet as on March 31st this year. It posted a revenue of INR 8,136 Cr in the past financial year (FY22). It operates 3,468 retail stores, nearly 28,585 multi-brand outlets with 6,515 point of sales (POS) in departmental stores across India.

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