Aditya Birla group launches house of brands venture Tmrw; Prashanth Aluru named CEO

New Delhi: The Aditya Birla group announced the launch of its new ‘House of Brands’ entity– Tmrw. Over the next three years, Tmrw will acquire as well as incubate more than 30 brands in the fashion and lifestyle segment. The group has appointed ex Facebook, Bain and Kalaari Capital executive Prashanth Aluru, as the CEO & cofounder to lead the build out of this new venture, a company statement said.

Tmrw will enable India's next phase of direct to consumer (D2C) growth, which is expected to reach $100 billion by 2025, the statement said.

“I am excited to embark on this journey to build Tmrw - a long-term enduring platform that will be home to the leading disruptor brands that provide the new age digitally savvy consumer what she is looking for across Fashion & Lifestyle,” Aluru said.


Tmrw will take advantage of the Aditya Birla group and Aditya Birla Fashion and Retail Ltd ( ABFRL) networks for developing the venture.

“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,” Ashish Dikshit, MD of Aditya Birla Fashion and Retail Ltd said.