Aditya Birla’s TMRW Raises ₹437 Cr from ServiceNow to Boost AI-Driven Growth

TMRW, part of Aditya Birla Group, secures ₹437 crore from ServiceNow Ventures to enhance AI capabilities, showing significant revenue growth but also increased losses.

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TMRW, a venture house-of-brands supported by the Aditya Birla Group, has successfully raised ₹437 crore from the US-based ServiceNow Ventures. This strategic investment aims to leverage ServiceNow’s cutting-edge agentic AI platform and automation capabilities to enhance TMRW’s technology infrastructure, enabling more innovative customer experiences and operational efficiencies. According to a recent release by Aditya Birla Fashion and Retail Limited, ServiceNow’s agentic AI will play a pivotal role in transforming TMRW’s tech ecosystem. The adoption of advanced AI and automation technologies is expected to streamline various processes across the consumer brands in TMRW’s portfolio, fostering a robust digital-first approach. TMRW’s revenue for the June quarter witnessed a significant 38% increase, reaching ₹197 crore compared to ₹143 crore in the same quarter last year. Despite this impressive top-line growth, the company’s EBITDA margin deteriorated during the first quarter of FY26. Concurrently, TMRW’s losses widened by 36.95% to ₹63 crore, up from a loss of ₹46 crore in the corresponding period from the previous year. TMRW manages a portfolio of prominent brands, such as The Indian Garage Co, Bewakoof, Nobero, and cricket star Virat Kohli’s brand, Wrogn. Focusing on scaling both digital and offline presence, TMRW has bolstered its offline retail footprint with over 25 exclusive stores spanning 9 cities across India. Notably, TMRW holds about a 33% stake in Wrogn, enabling strategic collaboration while expanding market share. On a consolidated basis, Aditya Birla Fashion and Retail Limited recorded a 9% growth in operating revenue for the June quarter, totaling ₹1,831 crore. However, the net loss widened by 8% to ₹233.7 crore in the same period. The company’s portfolio extends beyond TMRW to include renowned brands like Pantaloons and Style Up, along with luxury designer labels such as Sabyasachi, Shantnu & Nikhil, House of Masaba, and Tarun Tahiliani. Their ethnic-wear segment includes premium brands like Jaypore, Tasva, and TCNS. In October last year, Aditya Birla Fashion and Retail significantly boosted its investment in Wrogn, raising its stake from 17.10% to 32.84% by injecting ₹75 crore. Despite Wrogn experiencing a revenue dip of nearly 30% in FY24 to ₹243 crore from ₹344 crore in FY23, this larger shareholding reflects confidence in its long-term potential within the fashion retail space. TMRW’s collaboration with ServiceNow Ventures through this ₹437 crore funding underscores its commitment to harnessing AI and automation for sustainable growth. While the company navigates challenges reflected in EBITDA margin pressures and losses, scalability through expanding brand channels and tech integration places it on a dynamic growth trajectory within India’s competitive retail landscape. Feature Image: Prashanth Aluru, CEO & Co-Founder of TMRW

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