Mumbai, India – Britannia Industries, an Indian multinational food products company, has recently partnered with advertising services WPP to jointly introduce Britannia A-Eye. This new solution, built using Vertex AI Multimodal Live and powered by Google Gemini, aims to democratise how consumers engage with retail.
Britannia A-Eye turns a smartphone into an intelligent shopping assistant, which allows users to scan their surroundings through their smartphone cameras. The AI reads the environment, providing voice-based responses to guide shoppers through store aisles which are customised to each retail store.
With support for Britannia products, the solution scans and identifies items, offering users instant access to details like price, ingredients, nutritional content, and expiry. It then removes barriers to information, omitting the dependency on external assistance.
The solution also harnesses Google Cloud’s latest multimodal AI technology to offer smooth in-store navigation, real-time product recognition, and immediate access to essential product details, helping consumers shop with greater independence.
Additionally, the company stated that the pilot project was launched using Google Astra’s technology to enhance the retail experience for the visually impaired. This was done in collaboration with MORE Retail and Mithra Jyoti, an NGO focused on their empowerment.
Commenting about the initiative, Siddharth Gupta, general manager of marketing at Britannia Industries, stated, “At Britannia, we believe that technology has the power to break barriers and create a more inclusive world. Britannia A-Eye is a testament to how innovation can revolutionise inclusivity in retail. 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,” he further shared.
Amin Lakhani, CEO, Mindshare South Asia, also added, “A-Eye, our collaboration with Britannia, exemplifies WPP’s commitment to leveraging technology for inclusive retail. By merging brand vision, agency expertise, and AI innovation, we are creating a smarter, more accessible shopping experience for the visually impaired.”
“This initiative paves the way for industry-wide adoption, where AI-led content helps dissolve barriers, empowers every community, and strengthens the very fabric of our diverse society by fostering equity, accessibility, and inclusivity for all,” said Lakhani.
Meanwhile, 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.”
He further noted, “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, lawyer and a key advocate for accessibility, remarked, “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.“
Also speaking about the initiative was Vidhyashankar Jayaraman, chief merchandising and marketing officer, More Retail Pvt. Ltd, commented, “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.”
Babita Barua, CEO, VML India, said, “At VML, we believe creativity and technology can come together to create something truly meaningful and drive real change. That’s how Britannia A-Eye was born – an AI-powered voice assistant designed to make shopping more independent and intuitive. This initiative isn’t just about accessibility. It’s about empowerment, choice, and self-reliance. We’re proud to partner with Britannia to take this step towards a more inclusive world – because true innovation leaves no one behind.”
Presently, consumers are interacting with this innovation at the TC Palya branch of MORE Supermarket in Bengaluru.
