Aditya Birla Group appoints Prashanth Aluru for its venture TMRW

Aditya Birla Group has announced the launch of ‘TMRW’ from its House of Brands entity. TMRW aims to create a portfolio of disruptor brands in the fashion and lifestyle space.

It has appointed Prashanth Aluru, as CEO and co-founder for this new venture. Aluru will be responsible for leading the new venture and setting up a founding team for TMRW. 

He moves from Avataar, where he was founding investor and director/board member. 

Ashish Dikshit, managing director, ABFRL, said, “ 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. Our aspiration is to build a portfolio of 30+ brands in the next three years. With the launch of this venture, we intend to double down on our ongoing program of strategically attracting new pools of capital that are seeking investment in high-growth businesses. We are confident that this foray will successfully meet the aspirations of digitally native consumers and also create long-term value for investors and other stakeholders.”

Aluru 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 with what she is looking for across the fashion and lifestyle space. With the backing of the Aditya Birla Group and the right profile of long-term investors, we will bring in, we are confident of powering the growth of several brands that shape the next phase of digital commerce growth till 2030 and beyond. With a new-age digital-first DNA, at TMRW, we will jointly create an ecosystem of the most-loved disruptor brands partnering closely with highly competent founders.”

In a career spanning over 24 years, he has also worked at Facebook, Bain & Company, and Infosys Consulting, among others.