India, Aug. 13 -- Aditya Birla Group's house of brands venture TMRW is set to raise INR 437 Cr (about $50 Mn) in its maiden external funding round from software giant ServiceNow's VC arm, ServiceNow Ventures.

In a statement, TMRW said that the funding round will allow it to leverage ServiceNow's platform as a service (PaaS) platform, ServiceNow AI Platform, to enhance its speed-to-market, provide dynamic and focussed assortments, and improve consumer experiences.

"ServiceNow's agentic AI capabilities will augment our playbook for value creation, enabling us to leapfrog traditional fashion-industry value drivers and deliver next-gen consumer experiences to millions of consumers," TMRW cofounder and CEO Prashanth Aluru said.

TMRW, which ...