Eternal Limited and OpenAI have announced a strategic collaboration aimed at strengthening and scaling artificial intelligence capabilities across Eternal’s growing commerce ecosystem.
The partnership will bring advanced AI technologies into Eternal’s platforms, including Zomato, Blinkit, District, Hyperpure, Feeding India, and its AI-native venture Nugget.
The move signals Eternal’s ambition to position AI as core infrastructure across its consumer, partner and internal operational systems.
The collaboration will focus on deploying advanced AI capabilities across Eternal’s:
Consumer-facing applications
Merchant and delivery partner platforms
Internal operational systems
Eternal will work with OpenAI’s Enterprise API platform to:
Explore new customer and partner interaction models
Deploy advanced AI tools within partner applications
Integrate advanced coding models into its in-house AI orchestration framework
These initiatives aim to embed AI deeply into daily workflows while maintaining operational speed, scale and reliability.
Eternal is positioning AI as a foundational layer across its commerce ecosystem. As part of the collaboration, the company intends to deploy OpenAI models across select use cases, including:
AI-assisted workflows for merchants and delivery partners
Contextual AI assistants embedded within partner portals
Experimentation around next-generation search and discovery interfaces
This approach reflects a broader global trend where large digital platforms are integrating AI to improve operational efficiency, automate decision-making and enhance user experience at scale.
The partnership will also extend to Nugget, Eternal’s AI-native venture.
OpenAI’s models will be leveraged across select use cases within Nugget to accelerate:
Product development cycles
Iteration speed
Feature experimentation
This integration is expected to support faster innovation in AI-first product environments.
Internally, Eternal is evaluating the integration of OpenAI’s latest coding models, including GPT-5.3-Codex, within Stitch—its in-house automation and developer orchestration platform.
Stitch enables end-to-end automation across both engineering and non-engineering teams. The proposed integration is expected to:
Enhance developer productivity
Enable faster deployments
Automate complex workflows
Reduce manual operational overhead
The use of advanced coding models aligns with the industry-wide adoption of AI-assisted development tools to improve software velocity and quality.
Another key element of the collaboration is a structured Partner Upskilling Program.
This initiative will focus on:
Driving AI adoption among restaurant partners
Supporting delivery partners with intelligent tools
Embedding AI assistants within partner-facing applications
Improving compliance and operational efficiency
Enabling data-driven decision-making
By empowering its partner ecosystem with AI tools, Eternal aims to strengthen the operational backbone of its commerce platforms.
“From high leverage areas like software development to real on ground implications of influencing operations, we are learning about the evolving implementations of newer and developing tools in the AI landscape. We are happy that this collaboration with OpenAI will open up even more surface area for us to learn and innovate”, said Albinder Dhindsa, Group CEO, Eternal.
“Eternal operates at a meaningful scale across consumer and partner platforms,” said Oliver Jay, Managing Director, International, OpenAI. “We are excited to support their teams in applying AI advancements to real-world systems, from AI-native ventures to partner-facing initiatives”.
India’s digital commerce ecosystem continues to expand rapidly, driven by increasing smartphone penetration, digital payments adoption and hyperlocal logistics networks. As AI technologies mature globally, companies are moving beyond experimentation toward embedding AI into mission-critical systems.
This collaboration reflects:
A shift from pilot AI projects to infrastructure-level integration
Increased adoption of enterprise AI APIs
Growing focus on AI-assisted commerce operations
The emergence of AI-native business verticals
For Eternal, the partnership reinforces its ambition to build scalable, AI-first commerce infrastructure in India.
Conclusion
The collaboration between Eternal and OpenAI marks a significant step toward embedding advanced AI capabilities across India’s leading commerce platforms. From AI-assisted merchant workflows to developer automation through GPT-5.3-Codex integration, the initiative aims to transform both customer experience and operational efficiency.
By combining Eternal’s large-scale commerce ecosystem with OpenAI’s advanced AI models, the partnership sets the stage for deeper AI integration across consumer applications, partner platforms and internal systems—signalling a broader shift toward AI-driven digital commerce in India.