Riding India’s direct-to-consumer wave

Few sectors are as mercurial as fashion and lifestyle. With the constantly-changing consumer preferences, technologies, and growth opportunities, brands often struggle to stay ahead of the curve. But in a bold move, the Aditya Birla Group has launched TMRW, a digital initiative that will plug into India's entrepreneurial energy and unleash 30+ supercharged direct-to-consumer (D2C) brands across these two sectors in the next three years.

India's D2C market is set to touch $100 billion by 2025. TMRW is the Aditya Birla Group's strategic move to capitalise on this immense opportunity by launching and backing digital ventures in the fashion and lifestyle space.

TMRW will basically function as a 'house of brands' for entrepreneurs, who will work under its banner to develop exemplary products, technologies, and game-changing ideas. The end-goal is simple: create India's largest portfolio of disruptor brands in fashion and lifestyle to appeal to the aspirations of the digitally native consumer.

In the upcoming years, Aditya Birla will acquire as well as incubate customer-obsessed business ventures under TMRW. The shared capabilities of TMRW will allow founders to test and scale up their ideas in a synergistic environment.

"With a new-age digital-first DNA, at TMRW, we will jointly create an ecosystem of the most-loved disruptor brands partnering closely with highly competent founders," said Prashanth Aluru, TMRW's CEO and Co-founder.

It was in February 2022 that Aditya Birla Fashion and Retail Ltd. (ABFRL) had announced its plans to set up a platform for foraying into the D2C business. Ashish Dikshit, Managing Director of ABFRL, said, "The formal launch of our D2C business, TMRW, is a key milestone for the company. This venture has the potential to become a significant growth engine by tapping into the new wave of entrepreneurial energy in India."

Added Prashanth Aluru, "With the backing of the Aditya Birla Group and the right profile of long-term investors we will bring in, we are confident of powering the growth of several brands that shape the next phase of digital commerce growth till 2030 and beyond."

In addition to providing growth capital, ABFRL's proposition is built around its strong operational expertise. By utilising its rich experience and capabilities to scale up the portfolio, it aims to make TMRW the ultimate home of disruptive fashion and lifestyle brands for India and the world.