by ABFRLadmin | October 29, 2026
TMRW’s latest innovation is closing the loop from a great idea to a product launch – we venture to discover the story behind it. If you’ve ever wondered how the clothes you wear get from a designer’s sketch to your favorite fashion destinations, the answer is a journey that brings together creativity, craftsmanship, and countless decisions along the way.
At TMRW, this journey is evolving. Technology is creating new opportunities to make fashion cycles faster, smarter, and more responsive to what customers want. We sat down with the company’s Chief Product and Technology Officer, Manjunath Talwar, to talk about Sutra AI – a proprietary Design-to-Demand AI Operating System that is transforming the timeline from a great idea to a product launch.
Q: Let’s start with the big picture. What was the inspiration that birthed Sutra AI?
Manjunath: The fashion industry has to anticipate what customers will want months in advance. From trend research, and design decisions to photoshoots and marketing campaigns, turning insights into market-ready products involves multiple stages.
Hence, the core inspiration was to leverage the power of technology and AI to drive structural efficiencies and deliver deep organizational impact.
It represents the culmination of 25 years of learnings from building products for both consumer and business goals.
By leveraging Large Language Models (LLMs), we have been able to accelerate the build velocity significantly, allowing us to solve complex, cross-functional problems within a fashion organization far faster than traditional development cycles.
Q: How does Sutra AI become our designers’ go-to destination?
Manjunath: Sutra AI functions as a unified digital bridge that turns the linear chain of operations into a self-learning loop. This platform has advanced to provide live, real-time data at the click of a button that empowers designers in their creative process.
Before, cross-referencing insights across channels was a highly manual, numerical, and inefficient process. Even the most seasoned designers could not manually process such a massive influx of data within their tight seasonal timelines. Sutra AI fixes this by providing live, real-time data at the click of a button.
It serves up simplified, usable, sorted, and ranked data tailored for every designer, allowing them to make data-backed creative decisions instantly without draining their time.
Q: With such abundance of data, isn’t there a risk of flattening creativity?
Manjunath: A good marriage is when two people come together, join hands, and become a unified force. The same philosophy applies when creative genius and data-backed research join hands – there is a win-win situation for consumers and businesses. Sutra AI acts as a binding force that nurtures creativity in an
environment where profitability is equally important.
So, there is certainly room for creativity since every designer sees things differently. Data can inform decisions but incorporating them into a working design still relies on designers’ abilities.
Q: Can you share with us how Sutra AI is ramping up efficiency and productivity for our marketeers?
Manjunath: Sutra AI fits perfectly well into the marketing playbook blending efficiency, innovation and productivity – right from cataloguing and studio shoots to building platform-specific creatives. Its Creative AI engine becomes a trove for every last digital asset from social stories to web banners. More importantly, it localizes the content across different languages in India, so it genuinely connects with local audiences rather than just reading like a literal translation. Sutra AI’s intelligence layer also brings together real-time analytics across our digital campaigns with a single click. It tells the team exactly which ad variations are performing well using a specialized metric that accounts for measurement challenges of the fashion industry.
Q: Sutra AI seems like the new-age “Sharma ji ka Beta”! Your final comment on this?
Manjunath: Exactly!
The magic isn’t just having Sutra AI be a one-stop destination for singular fashion and business needs – it’s the fact that the four engines of Sutra AI close the loop completely.
Foresyn predicts trends; Vizor creates on-model catalogue in minutes; Creative AI launches localized ads instantly; and AdIntel optimizes spend on margin, feeding performance data straight back to the front to power tomorrow’s designs.
The entire ecosystem gets smarter the more we run it. It’s built and adopted cross-functionally and is live across our brands – taking fashion cycles from idea to market in days, not seasons.
The Intelligence Woven into Fashion
Looking at the larger picture, a pattern emerges. Whether Talwar is talking about trends, catalogue or performance metrics, each answer comes back to the same idea: better decisions, made earlier, with the lessons carried forward.
What stands out in his account is the quality of the evidence behind each decision, and how learnings at one end of the business reach the other. Sutra AI is one part of the technology TMRW has built, with the team driving many more such tech-first innovations. For a digital-first fashion house like TMRW, AI is not just a tool for experimentation, but intelligence woven into the way fashion works.
