Britannia Industries, in partnership with WPP and powered by Google’s Gemini technology, has introduced a new initiative called Britannia A-Eye, aimed at enhancing the retail experience for visually impaired consumers. This pilot project uses artificial intelligence to help make shopping more accessible and independent for people with visual impairments.
Developed using Google Cloud’s Vertex AI Multimodal Live platform, the initiative was rolled out in collaboration with MORE Retail and the NGO Mithra Jyoti. The system works by utilizing smartphone cameras to turn mobile devices into real-time shopping assistants. Through voice feedback, users are guided through store aisles, able to identify products, and receive key details like pricing, nutritional information, and expiry dates, all without the need for external help.
Currently focused on Britannia’s product range, A-Eye is designed to work within customized store layouts, providing a hands-free, voice-led interface that reads the store environment aloud. This makes the shopping experience more navigable and informed for individuals with visual impairments. Siddharth Gupta, General Manager – Marketing at Britannia Industries, emphasized that the initiative reflects the company’s belief in technology’s ability to create a more level playing field, aiming to offer a more equitable and independent retail experience.
The project is part of a larger collaboration involving Britannia, WPP’s Mindshare, and creative agency VML. Amin Lakhani, CEO of Mindshare South Asia, highlighted the initiative as a step towards breaking down long-standing accessibility barriers in retail. Daniel Hulme, WPP’s Chief AI Officer, also noted the initiative’s potential to transform how inclusive design is perceived in everyday environments.
Accessibility advocate Amar Jain praised the project, highlighting its impact on restoring dignity and autonomy to visually impaired individuals. He pointed out that the ability to shop independently is a small freedom that many take for granted, and A-Eye represents significant progress in regaining that independence. Vidhyashankar Jayaraman, Chief Merchandising and Marketing Officer at MORE Retail, agreed, calling the pilot an opportunity to rethink retail norms and set a new standard for inclusivity.
The pilot rollout has been supported by Mithra Jyoti, with teams at Mindshare and VML playing key roles in its development. Babita Barua, CEO of VML India, described A-Eye as more than just a tool, but a testament to what inclusive innovation can achieve when design is driven by purpose. As the project moves forward, the collaborators hope it will contribute to a broader shift towards accessibility-first approaches in retail, with plans to potentially expand A-Eye to cover more products and retail environments in the future.
