Aditya Birla's Tmrw announces strategic partnership with LiteStore to expand offline operations
Aditya Birla Group's House of Brands retail business Tmrw has announced a strategic partnership with retail-as-a-service platform LiteStore to accelerate its brick-and-mortar expansion across India. The collaboration is expected to add 25,000 square feet of retail space over the coming 18 months.
'The value of this expansion lies in curating customer-centric store formats that enhance brand visibility while providing a superlative shopping experience," said Tmrw's CBO and business head Manish Singhai, Indian Retailer Bureau reported. "Bringing beloved brands under one roof creates a broader selection and a seamless experience for customers. Their plug-and-play model allowed our brands to test, scale, and iterate across formats- without compromising on brand experience."
The initiative will see Tmrw's digital-first fashion and lifestyle labels including Wrogn, Bewakoof, The Indian Garage Co., and Nobero launch new physical outlets in high-traffic locations such as malls, high streets, and premium outlet centres. LiteStore has previously supported key launches for Tmrw, including Bewakoof's debut store at Forum South Mall in Bengaluru and several outlets in HSR Layout and Koramangala. Other developments include Wrogn's flagship in HSR Layout, Nobero's exclusive brand outlet in Pune's Amanora Mall, and Nauti Natti's first store in western India.
Tmrw has also piloted driveaway outlet stores in Bengaluru and introduced brands such as Urbano, Veirdo, and Juneberry at Flxy, a Gen Z-focused multi-brand outlet in Pune. Tmrw was founded in 2022 and has 159 employees as of February 2025, according to business information platform Tracxn.
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