Britannia Industries has taken a remarkable step toward inclusive retail with the launch of Britannia A-Eye, a pioneering pilot initiative in collaboration with WPP and Google. Designed to assist the visually impaired, A-Eye is powered by Google Gemini and runs on Vertex AI Multimodal Live, turning smartphones into intelligent, voice-enabled shopping assistants.
This cutting-edge solution was recently introduced at MORE Supermarket, TC Palya in Bengaluru, giving consumers a real-time experience of accessible and barrier-free shopping.
Britannia: How A-Eye Works
The A-Eye system allows visually impaired users to scan their surroundings using their smartphone cameras. Through AI-based voice responses, the assistant guides them through store aisles, identifies Britannia products, and provides crucial information like:
- Pricing
- Ingredients
- Nutritional content
- Expiry dates
This AI-powered assistant removes the need for human aid, offering independent and dignified retail navigation for those who are visually impaired.
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A-Eye: Technology That Empowers
The initiative harnesses multimodal AI capabilities from Google Cloud, enabling:
- Store-specific navigation
- Real-time product identification
- Instant voice-based feedback
Currently enabled for Britannia products, this pilot lays the groundwork for a wider, more inclusive retail environment.
Voices Behind the Innovation
Siddharth Gupta, General Manager – Marketing, Britannia Industries, said: “Britannia A-Eye is not just about cutting-edge technology—it’s about fostering equity and independence for all consumers.”
Amin Lakhani, CEO, Mindshare South Asia, added: “This initiative paves the way for industry-wide adoption where AI-led content empowers every community.”
Daniel Hulme, Chief AI Officer, WPP, commented: “We’re redefining inclusivity in retail, proving that AI can be a force for good.”
Amar Jain, Co-founder of Mission Accessibility, emphasized the importance of independence: “It’s about dignity. A-Eye ensures the visually impaired can experience shopping autonomously.”
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Creative Meets Purpose
The initiative was conceptualised and executed by Mindshare and VML, with support from Mithra Jyoti, an NGO working with the visually impaired.
Babita Barua, CEO, VML India, shared: “This is about empowerment, choice, and self-reliance. True innovation leaves no one behind.”
Vidhyashankar Jayaraman, Chief Merchandising & Marketing Officer, More Retail, stated: “Retail should be accessible to all. A-Eye sets new standards in inclusive shopping experiences.”
Conclusion: A Step Toward a More Inclusive Tomorrow
With Britannia A-Eye, the future of retail is not only smart—it’s inclusive. By combining the strengths of AI, creativity, and purpose, Britannia and its partners are proving that accessibility in retail isn’t just a feature; it’s a necessity. This pilot may be in its early stages, but it’s already setting a powerful precedent for technology-driven equity across industries.
