Bengaluru, Aug. 13 -- Aditya Birla Group's house of brands venture TMRW has raised external capital of Rs.437 crore from ServiceNow Ventures, the investment arm of artificial intelligence and automation software provider ServiceNow, to strengthen its tech platform. The funding is expected to help the fashion retailer improve its customer experience across channels.

Launched in 2022, TMRW's portfolio includes Bewakoof, Virat Kohli's Wrogn, The Indian Garage Co. and Nobero, that cater to millennial and Gen Z audiences. In a statement on Wednesday, the firm said it is looking to use artificial intelligence (AI) to improve consumer insight as well as brand differentiation.

"ServiceNow's agentic AI capabilities will augment our playbook for ...