Breaking News
Collaboration aims to embed advanced AI tools across consumer apps, partner platforms and internal systems to enhance efficiency, innovation and next-generation commerce experiences.
Eternal Limited has announced a strategic collaboration with OpenAI to expand artificial intelligence capabilities across its commerce and ecosystem platforms, including Zomato, Blinkit, District, Hyperpure, Feeding India and its AI-native venture Nugget.
The partnership will focus on deploying advanced AI tools across Eternal’s consumer applications, partner platforms and internal systems, marking a significant step in embedding AI as core infrastructure within its business operations.
AI Integration across Commerce Ecosystem
Under the collaboration, Eternal plans to leverage OpenAI’s Enterprise API platform to enhance customer and partner interactions. The company aims to roll out AI-assisted workflows for merchants and delivery partners, contextual AI assistants within partner portals, and next-generation search and discovery interfaces across its platforms.
These initiatives are designed to improve operational efficiency, streamline workflows and enable smarter decision-making while maintaining platform speed and reliability. Eternal also intends to deploy AI tools within partner-facing applications to enhance compliance, operational oversight and business intelligence.
The collaboration will further extend to Nugget, Eternal’s AI-focused venture, where OpenAI’s models will support product development and rapid experimentation.
Strengthening Developer and Partner Capabilities
Internally, Eternal is evaluating the integration of OpenAI’s advanced coding models, including GPT-5.3-Codex, into its in-house orchestration and automation platform, Stitch. The integration is expected to accelerate software development cycles, automate complex workflows and reduce manual intervention across engineering and non-engineering teams.
In addition, both companies are exploring a structured Partner Upskilling Program aimed at driving AI adoption across Eternal’s restaurant and delivery ecosystem. The initiative will introduce advanced AI assistants and tools within partner systems to support business growth and operational efficiency.
Albinder Dhindsa, Group CEO of Eternal, said the collaboration will help the company experiment with evolving AI applications across software development and on-ground operations. Oliver Jay, Managing Director, International at OpenAI, noted that Eternal’s scale across consumer and partner platforms presents meaningful opportunities to apply AI advancements in real-world systems.
The partnership signals Eternal’s broader ambition to build AI as foundational infrastructure across India’s fast-growing digital commerce landscape.
See What’s Next in Tech With the Fast Forward Newsletter
Tweets From @varindiamag
Nothing to see here - yet
When they Tweet, their Tweets will show up here.
