TMRW, The DIRECT-TO-CONSUMER venture wing of Aditya Birla Group, has invested in eight D2C brands to establish a ‘House Of Brands’ entity in the coming years. This entity aims to bolster the company’s presence in India’s D2C marketplace by backing other online brands that have strong online sales. The group is expected to invest a cumulative amount of Rs 289 crore for the acquisitions according to filings with BSE; some of the deals are yet to be closed.

Bewakoof & 7 other D2C brand:-

Aditya Birla Group’s house of brands business TMRW has invested INR 200 Cr in the D2C startup Bewakoof.  The investment will help Bewakoof leverage capabilities and grow its leadership position in the D2C space. The startup will use the incoming funds for brand building and expanding into teens and kidswear categories in the next two years.The development comes a few days after Aditya Birla Group shared that it is backing eight digital-first lifestyle brands in India including Bewakoof.

TMRW will also buy 73-80% stake in casual fashion brand Bewakoof for Rs 200 crore, including a primary equity and debt infusion, as well as a secondary stake acquisition in the brand. Bewakoof is backed by the likes of InvestCorp, IvyCap Ventures, and Spring Marketing Capital, and raised Rs 60 crore led by InvestCorp last August. The deal is expected to close in the next 30-90 days and is the largest investment among the eight brands acquired by TMRW.

Other acquisitions include women’s western wear brand Berrylush, women’s casual and western wear brand Juneberry, teen’s wear brand Natilene, kidswear brand Nauti Nati, athleisure brand Urbano, and fast fashion brand Veirdo.

Aditya Birla  TMRW

Talking about the investment, Prashanth Aluru, chief executive officer and co-founder of TMRW said, “We have taken a majority stake and invested in these brands to scale them to the last level. This is the first foundation that we have built. We will expand from these to other apparel (and) to other non-apparel fashion categories as well. And starting next year, we will expand into beauty and personal care.”

“We are also putting in place a team that comprises professionals from Meta, Flipkart, Myntra, and Cred. This will bring in operational and technical expertise, while the founders will continue to build their brands,” Aluru further added. TMRW claims to help these brands with digital marketing platforms including Facebook, Google and Instagram in the future.

According to a statement by the company, the cumulative revenue run-rate of the company through the acquisitions stands at Rs 700 crore, targeted to double and cross Rs 1,500 crore in the next 12 months.

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