The Indian Garage Co, a menswear label from Aditya Birla Group-backed TMRW House of Brands, has renamed itself Indian Garage and unveiled a new logo, visual identity and positioning. Cricketer and brand ambassador Suryakumar Yadav revealed the change at the brand’s store at Sky City Mall, Borivali.

The brand says its new positioning is built around the “Everyday Hero”, whom it describes as the new-generation Indian man “building his life from the ground up”, with “aspirations that are global” and roots that “stay local”. It adds that he “wants quality without the brand tax”. Indian Garage’s pitch to him is clothing tailored for the Indian body, with the latest trends every week and “global quality at homegrown prices”.

The change is also a statement of scale. According to the company, Indian Garage does ₹500 crore in gross merchandise value (GMV), ships 6 lakh units a month, launches 300 new styles every month, and runs 22 retail stores across India. It says it ranks in the top five on Myntra, Ajio, Flipkart, Amazon and Zepto, and that its own app has a 4.5 average rating. GMV measures the value of goods sold, not revenue or profit, and the company does not give either.

Founder Anant Tanted started the brand in Bangalore in 2012 with a ₹10 lakh loan under the Government of India’s CGTMSE scheme and a team of four. It is operated by Styleverse Lifestyle Pvt. Ltd., part of TMRW House of Brands, which the Aditya Birla Group set up to acquire and scale digital-first fashion and lifestyle labels.

“We’ve always made clothes for the man building his own story,” said Tanted. “Our new identity finally says it out loud.”

Manish Singhai, Chief Growth Officer at TMRW, said: “With a fresh name, a bolder look and a clear positioning, we are well placed to grow with him.”

At the Borivali event, Yadav met five shoppers chosen for the occasion, shot content with creators and spent time with fashion influencers. Tanu Prasad, CEO, Malls, Oberoi Realty, said the mall was “delighted to see the brand mark this exciting new chapter”.