Britannia Industries, in collaboration with WPP and powered by Google’s Gemini technology, has launched a pilot initiative called Britannia A-Eye, aimed at enhancing the retail experience for visually impaired consumers. This project marks a significant step towards inclusive retail, using artificial intelligence to improve independent shopping.
The initiative, developed using Google Cloud’s Vertex AI Multimodal Live platform, has been rolled out in partnership with MORE Retail and the NGO Mithra Jyoti. From what is understood, it leverages smartphone cameras to transform mobile devices into real-time shopping assistants. Through voice feedback, users are guided through store aisles, can identify products, and receive important details such as pricing, nutritional information, and expiry dates—all without needing external help.
Currently focused on Britannia’s product line, A-Eye is designed to work within customised store layouts and offers a hands-free, voice-led interface that reads the environment aloud, creating a more navigable and informed shopping experience for those with visual impairments. “This initiative is rooted in the belief that technology can level the playing field. With A-Eye, we’re aiming to enable a more equitable and independent retail experience,” Siddharth Gupta, General Manager – Marketing at Britannia Industries, said.
The project is also part of a broader collaboration between Britannia, WPP’s Mindshare, and creative agency VML. Amin Lakhani, CEO of Mindshare South Asia, described the initiative as a step towards removing long-standing accessibility barriers in retail, while WPP’s Chief AI Officer Daniel Hulme emphasized its potential to reshape the expectations of inclusive design in everyday spaces.
Accessibility advocate and lawyer Amar Jain welcomed the initiative, noting the impact of such technology on everyday dignity and autonomy. “Being able to shop without assistance is a small freedom many take for granted. This is a significant stride towards restoring that independence for the visually impaired.” MORE Retail’s Chief Merchandising and Marketing Officer, Vidhyashankar Jayaraman, echoed that sentiment, saying the pilot was an opportunity to rethink retail norms and set a precedent for inclusivity across the sector.
The pilot rollout has been supported by Mithra Jyoti and conceptualised by teams at Mindshare and VML. Babita Barua, CEO of VML India, highlighted the fusion of technology and creativity behind the project. “A-Eye is not just a tool—it’s a statement about what inclusive innovation can achieve when purpose drives design.” As the pilot progresses, the collaborators hope it will inform a broader movement toward accessibility-first approaches in retail, with A-Eye potentially expanding to include more products and retail environments in the future.
Content Courtesy – MSN
