New Delhi: Britannia Industries has unveiled ‘Britannia A-Eye’, an AI-powered shopping assistant designed to make in-store experiences accessible for the visually impaired. Developed in collaboration with WPP and powered by Google Gemini through Vertex AI Multimodal Live, this new tool transforms smartphones into smart shopping companions.
Piloted at the MORE Supermarket in TC Palya, Bengaluru, starting 28 March 2025, the initiative leverages Google Astra’s capabilities and is supported by Mithra Jyoti, an NGO dedicated to empowering the visually impaired. The project aims to create an independent and seamless shopping experience by reading store environments and providing real-time, voice-based guidance to users.
By simply scanning their surroundings with a smartphone camera, users can receive audio prompts that help navigate store aisles, locate products, and access essential details like pricing, ingredients, nutrition facts, and expiry dates. For now, the feature is enabled for Britannia products, removing reliance on external help and enhancing autonomy.
“This initiative is not just about leveraging cutting-edge technology, it’s about fostering equity and independence for all consumers. We are proud to be at the forefront of this transformation and look forward to shaping the future of inclusive retail,” said Siddharth Gupta, General Manager, Marketing, Britannia Industries.
Highlighting the role of technology in reshaping the retail landscape, Daniel Hulme, Chief AI Officer, WPP, said, “Our partnership with Google is about pushing the boundaries of AI-driven innovation. With Britannia A-Eye, we’re not just creating technology, we’re redefining inclusivity in retail, proving that AI can be a force for good, transforming lives and empowering communities. While this initiative is still in its early days, it holds the promise of fundamentally changing the way retail is experienced, ensuring accessibility is not an afterthought but a standard for all.”
Amar Jain, Co-Founder of Mission Accessibility and a leading advocate for the rights of the visually impaired, shared, “For the visually impaired, the ability to shop independently is not just about convenience, it’s about dignity. Britannia A-Eye is a powerful step towards ensuring that visually impaired individuals can experience shopping as it should be, autonomous, seamless, and barrier-free. It’s inspiring to see technology being used in such a transformative way, and I hope this paves the way for a more inclusive ecosystem across industries.”
More Retail has also joined the effort, bringing the solution to life in its store environment. Vidhyashankar Jayaraman, Chief Merchandising and Marketing Officer, More Retail Pvt. Ltd., noted, “Retail should be accessible to all, and Britannia A-Eye is a bold step towards making that vision a reality. This initiative ensures that visually impaired shoppers can navigate stores and make informed decisions independently. We are proud to be part of a movement that is setting new standards in inclusive retail.”
As the pilot takes off, the partnership looks to gather insights from real-world use and expand the application to make inclusive retail a reality for more consumers.
BI Bureau
