New Delhi: Eternal Limited and OpenAI today announced a strategic collaboration to strengthen and scale AI capabilities across Eternal’s commerce and ecosystem platforms, including Zomato, Blinkit, District, Hyperpure, Zomato’s giveback initiative Feeding India, as well as its AI-native venture Nugget.
The collaboration will focus on deploying advanced AI capabilities across Eternal’s consumer applications, partner platforms and internal systems. Eternal will work with OpenAI’s Enterprise API platform to explore new customer and partner interaction models, deploy advanced AI tools within partner applications, and integrate advanced coding models into its in-house AI orchestration framework.
Eternal is positioning AI as core infrastructure across its commerce ecosystem. As part of the collaboration, the company intends to deploy OpenAI models across select use cases, including AI-assisted workflows for merchants and delivery partners, contextual AI assistants embedded within partner portals, and experimentation around next-generation search and discovery interfaces.
These initiatives are aimed at embedding AI into everyday workflows and operational decisions, while maintaining the speed and reliability required at scale.
The partnership will also extend to Nugget, Eternal’s AI-native venture, where OpenAI’s models will be leveraged across select use cases to accelerate product development and iteration cycles.
Internally, Eternal is evaluating the integration of OpenAI’s latest coding models, including GPT-5.3-Codex, within Stitch—its in-house automation and developer orchestration platform. Stitch enables end-to-end automation across engineering and non-engineering teams. The proposed integration is expected to enhance productivity by enabling faster deployments, automating complex workflows and reducing manual overhead across functions.
In addition, the companies will explore a structured Partner Upskilling Program designed to drive AI adoption across Eternal’s restaurant and delivery partner ecosystem. The initiative aims to deploy advanced AI tools and assistants within partner-facing applications to improve operational efficiency, compliance and data-driven decision-making.
“From high leverage areas like software development to real on ground implications of influencing operations, we are learning about the evolving implementations of newer and developing tools in the AI landscape. We are happy that this collaboration with OpenAI will open up even more surface area for us to learn and innovate”, said Albinder Dhindsa, Group CEO, Eternal.
“Eternal operates at a meaningful scale across consumer and partner platforms,” said Oliver Jay, Managing Director, International, OpenAI. “We are excited to support their teams in applying AI advancements to real-world systems, from AI-native ventures to partner-facing initiatives”.
The collaboration signals Eternal’s continued push to embed advanced AI capabilities across its platforms, reinforcing its ambition to build scalable, AI-first commerce infrastructure in India.
