WPP and Google

Britannia Industries has unveiled ‘Britannia A-Eye’, an innovative pilot project developed in partnership with WPP and Google, designed to make retail more inclusive for the visually impaired. Powered by Google Gemini and built on Vertex AI Multimodal Live, the initiative transforms smartphones into intelligent shopping assistants, helping visually impaired individuals shop independently and confidently.

A-Eye: AI-Powered Retail Accessibility

In collaboration with MORE Retail and Mithra Jyoti, an NGO supporting visually impaired communities, Britannia has rolled out this initiative at the MORE Supermarket in TC Palya, Bengaluru. The technology enables users to scan their surroundings through their smartphone cameras. A-Eye then reads the environment in real time and delivers voice-guided assistance, allowing users to navigate aisles and identify products easily with WPP and Google.

Currently, the solution is optimized for Britannia products, providing key information such as price, ingredients, nutritional details, and expiry dates—all through audio feedback. This breakthrough eliminates dependency on others, making the shopping experience autonomous and barrier-free.

Breaking Barriers Through AI

Britannia’s General Manager – Marketing, Siddharth Gupta, emphasizes the importance of tech-driven inclusion:

“At Britannia, we believe technology can break barriers and foster equity. A-Eye is not just about innovation; it’s about creating an inclusive retail future where everyone can shop independently.”

WPP’s leadership also echoes the sentiment. Amin Lakhani, CEO of Mindshare South Asia, notes:

“This partnership exemplifies how brand vision and AI can come together to empower underrepresented communities.”

Daniel Hulme, WPP’s Chief AI Officer, highlights that A-Eye is about redefining accessibility, proving that AI can drive social good.

Empowering With Dignity and Independence

The initiative also resonates deeply with accessibility advocates. Amar Jain, co-founder of Mission Accessibility and a lawyer, states:

“For visually impaired individuals, shopping independently isn’t just a convenience—it’s a matter of dignity. A-Eye brings autonomy and respect back into their shopping experiences.”

Retail Partners Driving Change

More Retail has been instrumental in piloting the project. Vidhyashankar Jayaraman, Chief Merchandising and Marketing Officer, shares:

“Retail should be for everyone. Britannia A-Eye sets a new benchmark for inclusive customer experiences in India.”

The pilot has been conceptualized by Mindshare and VML, global agencies under WPP, in close collaboration with Mithra Jyoti.

Babita Barua, CEO of VML India, adds:

“We believe innovation must be human-centered. A-Eye is about more than accessibility—it’s about self-reliance and inclusion.”

A Step Towards Inclusive Retail

With the successful implementation of A-Eye in Bengaluru, this initiative sets the stage for nationwide adoption, inspiring other brands to integrate multimodal AI and inclusive design into their customer experience strategies.

Britannia A-Eye is not just a technological advancement—it’s a movement toward equality, dignity, and empowered living.