Beyond Ello, you can expect [x]cubeLABS to lead the transition from generic “chatbots” to Vertical AI Agents: Sridhar Muppidi

Hyderabad-based digital transformation leader [x]cubeLABS recently announced the launch of Ello, its proprietary multilingual Voice AI platform for Indian enterprises. The platform with voice AI agents adapts across 12 Indian and 100+ global languages and dialects worldwide. This launch positions the company at the forefront of transformative voice-driven digital engagement and strengthens its AI-led growth trajectory.

With enterprise customers across the US, Ello introduces a new category of self-evolving conversational voice agents that continuously learn from every interaction, refining their understanding of intent, context, and resolution pathways in real time. Ello’s agents adapt autonomously, compounding in value.

Founded in 2008 by Sridhar Muppidi, Bharat Lingam, and four other co-founders, [x]cubeLABS has spent over 18 years delivering enterprise solutions powered by emerging technologies such as Generative AI, IoT, Blockchain, and AR/VR, establishing itself as a leader in digital transformation. Ello represents the latest milestone in the company’s broader product and AI innovation strategy, focused on solving high-impact enterprise challenges around customer resolution, retention, and operational efficiency.

Ello is indigenously built and engineered in India, forming a sovereign Voice AI infrastructure layer designed for enterprise-grade deployment across regulated industries. Purpose-built for regulated and high-scale environments, the platform goes beyond scripted automation and static bots by delivering measurable improvements in resolution accuracy, contextual continuity, and operational efficiency.

The platform uniquely covers the entire Voice AI lifecycle end-to-end, from rapid onboarding of enterprise knowledge systems and rigorous evaluation to production deployment with ready-made integrations. Ello enables natural, human-like voice engagement across Banking and Financial Services, Telecom, Retail, Travel & Hospitality, Healthcare, and large contact centre ecosystems.

Medianews4u.com caught up with Sridhar Muppidi, Co-Founder [x]cubeLABS & Ello

Q. India’s use of voice search is much more than global markets. What is the opportunity here for brands?

Unlike many global markets where digital interaction is screen-heavy, India is a phone-first economy. The phone is the primary vehicle for reaching partners, customers, and distributors.

For brands, the opportunity isn’t just “search”—it’s Voice-Led Commerce. By integrating voice AI, brands can bypass the barriers of digital literacy and English-only interfaces, allowing them to engage directly with the “next billion users” through a medium they already trust: a conversation over the phone.

Q. The Indian conversational and voice AI market is witnessing increased enterprise demand with a market potential of approximately $2 billion over the next 5 years. How will Ello tap into the opportunity? What goals have been set for 2026?

Ello is tapping into this Rs. 45,000 Crore opportunity by providing a “Sovereign Voice Infrastructure” built for India’s largest, high-scale enterprises. We aren’t building basic bots; we are building Vertical AI Agents that own the entire resolution pathway.

Our 2026 Goals: We aim to power 100 million monthly minutes of high-intent enterprise voice calls and formally establish Ello as the production-standard for voice agents in the BFSI, Telecom, and Healthcare sectors across India.

Q. The self-evolving conversational voice AI platform adapts across 12 Indian and 100 global languages and dialects worldwide. How will this change the game for marketers looking to penetrate into tier two and three towns and cities?

Marketing in Tier 2 and 3 cities has often hit a wall because digital interfaces were “English-first.” Ello changes the game by allowing brands to offer a native experience in Marathi, Tamil, or Telugu that understands local nuances.

It turns the phone from a broadcast tool into a relationship tool, allowing marketers to build trust through regional dialects—leading to significantly higher brand recall and conversion in the “Rurban” belt.

Q. How much R&D has gone into the platform?

Ello is built on 18 years of engineering excellence at [x]cubeLABS. Extensive R&D has gone into solving the “Indian Voice Challenge”—specifically, sub-500ms latency, high accuracy in noisy street environments, and Contextual Continuity (the ability for the AI to remember prior conversations).

Our proprietary “Self-Evolving” architecture continuously learns from every interaction, refining its understanding of intent without needing constant manual updates.

Q. The aim is to help clients refine their understanding of intent, context, and resolution pathways in real time. How important will this be during the crucial festive season in the retail, Travel and Hospitality categories?

In India, the festive season is a high-concurrency stress test where inquiries spike by 400%. Traditional call centers often collapse under this load. Ello’s ability to refine intent and resolution in real time ensures that a customer can track a Diwali gift or rebook a flight through a 30-second voice conversation.

For these categories, this isn’t just about efficiency, it’s about capturing revenue that would otherwise be lost to operational bottlenecks.

Q. How will Ello help make marketing and communication in the BFSI sector more engaging between banks, financial services and consumers? Earlier the tone was more formal, dull and lacked personality.

We are helping banks move from being “transactional” to being “Financial Companions.” Ello detects the user’s tone and urgency; if a customer is calling about a lost card, the AI responds with empathy and immediate action.

If they are asking about a savings product, the tone is helpful and encouraging. We match the user’s language, be it formal or colloquial, turning a “dull” banking interaction into a personalised, engaging conversation.

Q. Indians often do voice queries in two languages at the same time. Is that a challenge?

In India, “code-switching” (like Hinglish) is the default. While global models treat this as an error, Ello was built from the ground up to handle it as a core requirement. Our architecture uses Hybrid Language Models that recognize language transitions mid-sentence without losing context.

We don’t see it as a challenge; we see it as a proprietary data moat that makes our agents sound authentically Indian.

Q. What role will [x]cubeLABS look to play through the Multilingual Voice AI Platform ‘Ello’?

[x]cubeLABS acts as the strategic architect. While Ello is the product, [x]cubeLABS provides the digital transformation expertise to integrate this voice layer into complex enterprise systems.

We ensure that the AI isn’t a siloed tool but a core part of the client’s AI-Native Enterprise journey, optimizing it for cost, scale, and compliance.

Q. Besides Ello what can we expect from [x]cube LABS in terms of innovating when it comes to technologies such as Gen AI, IoT, Blockchain and AR/VR?

Beyond Ello, you can expect [x]cubeLABS to lead the transition from generic “chatbots” to Vertical AI Agents. We are moving away from “one-size-fits-all” horizontal tools to build specialized digital colleagues that own end-to-end workflows in high-stakes industries.

Key areas of our innovation include:

Gen AI: Shifting from simple assistants to Agentic SDLC, where autonomous agents orchestrate the entire software lifecycle—from requirement drafting to UI design and testing.

IoT: Integrating IoT as the “nervous system” for Predictive Maintenance Agents that autonomously manage industrial repairs and supply chain logistics.

AR/VR: Creating “Immersive Wind Tunnels” for high-fidelity training, such as surgical simulations and AR-guided manufacturing workflows.

In short, we are building the “AI-Native Enterprise” where specialized agents don’t just assist humans, they execute the complex, multi-step work required to drive a $5 trillion economy.

Q. Is India’s media and entertainment sector an important client base?

Absolutely. M&E is our “Wind Tunnel” for innovation. The sector demands the highest levels of engagement—from AI-powered gaming characters with memory to voice-driven content discovery.

The mechanics we refine in the M&E space often become the blueprints for high-agency agents we later deploy in BFSI and other regulated sectors.

Q. What are the key challenges that clients face around customer resolution, retention, and operational efficiency?

The primary challenge is “The Gap of Trust.” Most legacy systems can answer a question but cannot resolve a problem. Clients also struggle with “Context Fragmentation”—when a customer’s history is lost between channels.

Ello solves this by owning the resolution end-to-end and maintaining Contextual Continuity, ensuring the system remembers every detail across calls to improve retention and efficiency.

Q, What B2B marketing activities will be done through things participating in retail events, organizing seminars, workshops?

Our 2026 strategy is centered on “Education-Led Growth.” We will be hosting specialised “Agentic AI Playbook” seminars and workshops for CXOs in the BFSI and Retail sectors.

We are also participating in major industry summits to demonstrate live, production-grade use cases, helping enterprises understand how to transition from traditional BPO models to Voice AI-First operations.