Britannia's visionary AI is making grocery stores inclusive
HighlightsAmar Jain, a visually impaired advocate, expressed his triumph after using Britannia's AI-powered assistant, A-Eye, to shop independently for the first time, highlighting the technology's role in reclaiming dignity. The development of A-Eye was driven by insights from Amar Jain, co-founder of Mission Accessibility, and involved collaboration between teams from Britannia, WPP, Mindshare, Google, and the accessibility community, emphasizing the importance of building technology with real users. Britannia A-Eye not only enhances accessibility for visually impaired shoppers but also redefines inclusive technology by focusing on empathy and human impact, shifting the company's perspective from chasing reach to seeking relevance.
When the visually impaired advocate Amar Jain first navigated a grocery store alone using
Britannia
's
AI-powered assistant
, he didn't just shop—he reclaimed his dignity. 'This is the first time I've shopped for my family without help,' he said, his voice revealing a quiet, powerful triumph.
This moment, modest yet profoundly moving, captures why Britannia's A-Eye isn't merely another technological advance; it's a deeply human story about reclaiming independence.
An AI Born from Human Insight
For Siddharth Gupta, general manager of marketing, Britannia, the spark came through Britannia Levitech, an innovation forum exploring how emerging technologies could enhance consumer experiences. On stage, alongside Niraj Ruparel, national head of emerging tech, WPP and GroupM, he saw Google Gemini's multimodal capabilities demonstrated and envisioned its potential beyond mere novelty.
But the true breakthrough arrived later, during conversations with Amar Jain, co-founder of Mission Accessibility and a visually impaired Supreme Court lawyer. Jain illuminated real-world barriers visually impaired people faced in retail environments, steering the project from a tech-driven exercise towards an urgent mission. 'Innovation matters most,' Gupta realised, 'when it positively impacts lives.'
From Vision to Reality
Britannia's partner, Amin Lakhani, CEO, Mindshare South Asia, still recalls the first prototype test vividly. A visually impaired user from Mitra Jyothi NGO approached a product shelf. Britannia's A-Eye effortlessly described the product aloud—its ingredients, price, expiry date. Watching relief and pride spread across the user's face, Lakhani understood the profound significance of this simple interaction. 'That's when we knew this wasn't just technology, it was dignity in action,' Lakhani reflected.
Powered by Google Gemini's multimodal AI, A-Eye transforms smartphones into intelligent shopping guides. Shoppers can now independently navigate aisles, identify products, and receive real-time vocal information, removing the constant dependence on others.
Empathy Engineered Through Collaboration
Building something genuinely inclusive required more than technological prowess, it demanded radical empathy and open collaboration. Teams from Britannia, WPP, Mindshare, Google, Logical Indian, and the accessibility community co-created the solution. 'The critical decision we made was not building this for visually impaired users, but with them,' said Gupta.
In an unforgettable team session, experts and advocates passionately debated the project's form. Ultimately, they chose a lightweight, accessible mobile-web interface instead of an app, a decision underscored by simplicity and user freedom. 'That's what true collaboration looks like,' noted Lakhani. 'Purpose, design, and tech all in one room, shaping something meaningful.'
When Innovation Means Inclusion
One Mitra Jyothi user's quiet admission captures
Britannia A-Eye
's emotional essence: she had never shopped independently for her daughter before. This AI innovation didn't just improve accessibility; it created a new moment of independence for a parent. Ruparel emphasised, 'Inclusion isn't just policy; it's lived experience.'
The journey profoundly changed Britannia's own outlook on innovation. 'It shifted my perspective from chasing reach to seeking relevance,' said Lakhani. For Gupta, the lesson was clear: 'Innovation isn't just about technology, it's about empathy and human impact.'
Today, Britannia A-Eye doesn't just help visually impaired shoppers, it fundamentally redefines what
inclusive technology
can achieve. It's a vivid reminder that true innovation is always human at its core.
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