Aditya Birla Group enters the brand house format with ‘TMRW’.

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The Aditya Birla Group has announced the official launch of its new entity “House of Brands” – TMRW, which is part of the group’s strategy to launch and support new era digital businesses.

TMRW will create India’s largest portfolio of disruptive fashion and lifestyle brands and enable the next phase of direct-to-consumer (D2C) growth in India, which is expected to be a $100 billion market by 2025, the company said in a statement. .

“Over the next 3 years, TMRW will acquire and incubate over 30 innovative, customer-obsessed brands. The venture will also enable multiple founders to operate within a synergistic ‘brand house’ platform that shares a common vision and shared capabilities,” Aditya Birla said in the statement.

Aditya Birla Group has appointed former Facebook & Bain executive Prashanth Aluru as CEO and co-founder to spearhead the construction of this new venture. Aluru will build a team and he has extensive experience in digital and technology in the areas of strategy, growth and investment. Aluru brings entrepreneurial experience by helping to create and grow new era businesses in digital and e-commerce, the company said.

TMRW will also leverage the capabilities and networks of the Aditya Birla Group and Aditya Birla Fashion and Lifestyle ecosystems to supply emerging and disruptive brands.

“The official launch of our D2C business, TMRW, is a key milestone for the company. This company has the potential to become a major driver of growth by tapping into the new wave of entrepreneurial energy in India. Our aspiration is to build a portfolio of over 30 brands over the next 3 years,” Ashish Dikshit, MD of ABFRL said in the release. Adding: “With the launch of this venture, we intend to double down on our ongoing program to strategically attract new pools of capital who seek investment in high-growth businesses. We are confident that this foray will successfully meet the aspirations of digital native consumers and also create long-term value for investors and other stakeholders.

“I’m excited to embark on this journey to build TMRW – a long-term sustainable platform that will host the leading disruptive brands that offer savvy consumers in the new digital age what they are looking for in fashion and style. With the support of the Aditya Birla Group and the right profile of long-term investors, we will bring in, we are confident we can fuel the growth of multiple brands that are shaping the next phase of digital commerce growth through 2030 and beyond,” Aluru said in The Release. He also said, “With a new era digital-first DNA, at TMRW we will jointly create an ecosystem of the most beloved disruptive brands in close partnership with founders highly competent.”

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