TMRW's Data-Driven Revolution

From footfall analytics to inventory management and dynamic pricing, there are significant opportunities to bring automation and AI into retail.

- VAISHNAVI GUPTA

TMRW, a digitalfirst house of brands under the Aditya Birla Group, is redefining the landscape of modern fashion retail by strategically catering to the distinct preferences of Gen Zs and Millennials. Spearheaded by Prashanth Aluru, CEO and CoFounder, TMRW’s portfolio includes dynamic brands like Bewakoof, Wrogn, Nobero, amongst others, each designed to address unique lifestyle and fashion aspirations. Through a blend of data-driven insights, innovative marketing strategies, and an omnichannel presence, TMRW is not only meeting the evolving demands of consumers but also setting new benchmarks in agility, creativity, and consumer engagement.

Crafting Distinct Fashion for Gen Z and Millennials

“Each brand in our portfolio is distinct, both in its DNA and the consumer segment it targets,” said Aluru. “At TMRW, we are fundamentally a house of brands designed to resonate with Gen Z and Millennials.”

Bewakoof has been one of the OGs in the space, leading the charge on pop culture and fandom that truly resonates with GenZs. “For this audience, fashion isn’t just about clothing; it’s about identity and community— a way to express the pop culture they connect with and the fandoms they belong to. To cater to this, Bewakoof leans heavily into moment marketing,” he explained.