Mumbai: Britannia Industries, in partnership with WPP, has launched a pioneering accessibility solution—Britannia A-Eye, an AI-powered tool designed to revolutionize retail inclusivity. Powered by Google Gemini, and based on Vertex AI Multimodal Live, this initiative brings a new level of independence to visually impaired shoppers, enabling them to navigate stores and identify products using just a smartphone.
The pilot, currently live at a MORE Supermarket outlet in TC Palya, Bengaluru, is executed in collaboration with MORE Retail and Mithra Jyoti, an NGO dedicated to empowering the visually impaired.
Britannia A-Eye turns a smartphone into an intelligent shopping assistant. Using a smartphone camera, the tool scans the retail environment and responds with voice-based prompts to help users navigate the store, recognize products, and access crucial product information—such as pricing, ingredients, nutritional value, and expiry dates. At present, this feature is enabled for Britannia products, allowing users to shop independently without relying on external help.
This is the first time such a solution using multimodal AI capabilities of Google Cloud has been deployed in the Indian retail landscape, aiming to democratise access and make shopping more inclusive.
Siddharth Gupta, General Manager – Marketing, Britannia Industries, said, “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 revolutionize 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.”
Amin Lakhani, CEO, Mindshare South Asia, spoke on this initiative, “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.”
Daniel Hulme, Chief AI Officer, WPP, added, “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, lawyer and a key advocate for accessibility, said, “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.”
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.”
The initiative was creatively led by Mindshare, the global media agency, and VML, the global creative agency, with support from Mithra Jyoti.
Babita Barua, CEO, VML India, added, “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.”
With Britannia A-Eye, the future of accessible and inclusive retail is here—powered by purpose, backed by technology, and led by collaboration.
