Tmrw to expand brands’ reach amongst Gen Z and millennial shoppers
11 January 2025, Mumbai
Focused on both direct-to-consumer online retail and offline expansion, Aditya Birla Group’s tech-enabled ‘House of Brands’ venture, Tmrw aims to grow its brands’ reach and appeal, particularly among Gen Z and millennial shoppers.
The company leverages technology and omni-channel strategies to drive growth for its portfolio of fashion brands. It has made significant investments in technology and data science across the fashion value chain—from trend forecasting to demand sensing—ensuring a consistent launch rhythm, says Prashanth Aluru, Co-founder and CEO, Tmrw.
Tmrw’s brand portfolio includes JuneBerry, Wrogn, Nobero, Veirdo, Urbano, and Bewakoof, each targeting distinct consumer segments within Gen Z and millennial demographics. The company strategically partners with Indian celebrities to deepen its connection with consumers. For instance, cricketer Virat Kohli has been a long-standing ambassador for Wrogn, while Bewakoof launched a campaign celebrating India’s Chandrayaan lunar mission to tap into cultural pride.
Tmrw is also working to differentiate its brands in a crowded market. The company has trademarked the term ‘fash-leisure’ for Nobero, a brand inspired by the rising trend of travel. The brand focuses on presenting a fashionable identity in those moments.
