Aditya Birla’s TMRW partners LiteStore for strategic offline retail expansion

TMRW, the new-age house of brands from the Aditya Birla Group, has partnered with LiteStore, a retail-as-a-service company known for enabling high-growth D2C brands to scale their offline presence. Through this collaboration, TMRW’s portfolio, which includes prominent digital-first brands such as Wrogn, Bewakoof, The Indian Garage Co., and Nobero will now be expanding into offline retail by opening multiple stores across malls, high streets, and premium outlet centers.

LiteStore brings full-stack offline retail capabilities to this partnership, offering services such as location scouting, store design, buildout, staffing, merchandising, and operations. Having successfully transitioned brands like NewMe and The Pant Project into offline spaces, LiteStore is now working with TMRW to expand through a mix of exclusive brand stores, multi-brand stores, and premium outlet centers. This partnership will add 25,000 sq ft over the next 18 months in retail space across the country.

“As an organisation, TMRW’s singular mission is to create greater value for our customers. The multi-brand outlets help us unlock that. The agility, transparency, and retail expertise offered by LiteStore helped us bring our vision to life. The value of this expansion lies in curating customer-centric store formats that enhance brand visibility while providing a superlative shopping experience. Bringing beloved brands under one roof creates a broader selection and a seamless experience for customers,” said Manish Singhai, CBO and Business Head, TMRW. “Their plug-and-play model allowed our brands to test, scale, and iterate across formats—without compromising on brand experience.”

LiteStore has already facilitated several high-impact retail launches for TMRW, including Bewakoof’s first store at Forum South Mall and key high-street locations in HSR Layout and Koramangala, Bangalore, Wrogn’s first flagship outlet in HSR Layout, Bangalore, Nobero’s Exclusive Brand Outlet (EBO) launch in Amanora Mall, Pune, Nauti Natti’s first store debut in West India, TMRW’s first batch of Driveaway Outlet Stores in Bangalore’s Airport Road, and the launch of Urbano, Veirdo, and Juneberry at FLXY, India’s first Gen Z and Millennial-focused Multi-Brand Outlet in Pune.

“Retail today is not just about presence, but about adaptability and experience. Our model allows brands to test and refine their offline strategy while remaining agile,” said Puneet Dinesh, Co-founder, LiteStore. “This partnership is a growth engine, combining TMRW’s brand scale with LiteStore’s ability to create immersive, data-driven retail experiences. As consumer shopping habits evolve, agility in offline retail will be a key differentiator for long-term strategic success.”