Aditya Birla Group has announced the formal launch of its new ‘House of Brands’ entity, TMRW, which aligns with the group’s strategy to launch and back new-age digital ventures.

TMRW will create India’s largest portfolio of disruptor brands in the fashion & lifestyle space, enabling the next phase of direct to customer growth in India, a $100 billion market, by 2025, as the company said in the statement.

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

Prashanth Aluru was appointed CEO and co-founder to set up a new team who lead the new venture. Aluru brings entrepreneurial experience in helping build and scale new-age ventures in digital & e-commerce, the company said.

Also, Aditya Birla Group and Fashion have capabilities and networks to provide emerging and disruptor brands by TMRW.