India’s digital commerce ecosystem is entering a new phase as Razorpay joins hands with Sarvam AI to introduce voice-driven shopping and payment solutions. The collaboration aims to transform how users interact with online platforms by enabling purchases and transactions through simple voice commands in multiple Indian languages. This initiative could significantly improve accessibility and convenience for millions of users across the country.
Razorpay has officially announced a strategic collaboration with Sarvam AI to build voice-first, conversational commerce experiences tailored for Indian users.
The partnership combines Sarvam AI’s advanced language and speech models with Razorpay’s robust payment infrastructure. The goal is to allow users to discover products, place orders, and complete transactions seamlessly using natural voice interactions.
This move represents a shift away from traditional app-based navigation toward a more intuitive, conversation-driven experience. Instead of browsing through menus and forms, users can simply speak to an AI assistant to complete their purchases.
The system is designed to understand user intent and handle the entire transaction process from start to finish.
Users will be able to search for products, compare options, place orders, and make payments—all within a single voice interaction. The AI assistant interprets commands, processes requests, and executes actions without requiring manual input.
This approach simplifies the user journey and reduces friction, especially for those who may find traditional interfaces complex or time-consuming.
As part of the initial rollout, Swiggy will serve as an early partner. The feature will be available on the Indus App, where users can order food by speaking directly to an AI assistant.
This integration demonstrates the practical application of voice commerce in everyday scenarios, such as ordering meals without navigating through multiple screens.
The companies have indicated that this technology can be integrated into various business platforms. One such example is the deployment of a conversational assistant on The Derma Co website, enabling customers to browse and purchase products using voice commands.
A key feature of this collaboration is its focus on India’s diverse linguistic landscape.
Sarvam AI’s technology will be integrated into Razorpay’s Agent Studio, allowing developers to build AI agents capable of interacting in multiple languages, including Hindi and Hinglish.
This multilingual capability is expected to make digital commerce more inclusive, particularly for users who are not comfortable with English-based interfaces.
By enabling voice interactions in local languages, the platform aims to reach a broader audience, including users in Tier 2 and Tier 3 cities.
In addition to its partnership with Sarvam AI, Razorpay has also collaborated with Gnani.ai to develop a voice-based payment collections platform.
This system allows businesses to complete payment transactions during live customer calls. The AI agent can assess user intent, generate payment links such as UPI requests, and confirm transactions in real time.
Unlike the broader voice commerce initiative with Sarvam AI, the Gnani.ai collaboration is specifically designed for automating payment collections.
It integrates voice AI with Razorpay’s payment systems to manage the entire workflow, including verification, link generation, tracking, and confirmation.
This targeted approach highlights Razorpay’s broader strategy of leveraging AI across multiple aspects of digital payments and commerce.
Sarvam AI is a Bengaluru-based startup specialising in speech, language, and multimodal AI systems designed for Indian use cases.
Rather than focusing on a single chatbot, Sarvam AI develops a suite of specialised tools, including:
These models are designed to handle diverse tasks, enabling seamless communication and interaction across different formats.
Sarvam AI also offers vision-based solutions such as OCR and document analysis through Sarvam Vision. Additionally, applications like Samvaad enable voice-driven interactions, forming the backbone of conversational commerce systems.
This comprehensive technology stack positions Sarvam AI as a key player in building scalable AI solutions for India’s digital ecosystem.
The partnership between Razorpay and Sarvam AI reflects a growing trend of integrating artificial intelligence into digital commerce.
Voice-based interfaces can significantly enhance accessibility, particularly for users who may face challenges with traditional text-based systems. This includes elderly users, first-time internet users, and those with limited digital literacy.
India’s large and diverse population presents unique challenges for digital adoption. By offering multilingual, voice-driven solutions, companies can tap into underserved markets and expand their user base.
As AI continues to evolve, voice commerce is expected to become a key component of the digital economy. The ability to complete transactions through natural conversations could redefine how consumers interact with online platforms.
Looking ahead, the success of voice-based commerce will depend on factors such as accuracy, reliability, and user trust. If widely adopted, this technology could reduce dependence on traditional apps and create a more seamless, conversational digital experience.
Razorpay’s dual approach—focusing on both consumer transactions and business operations—indicates a comprehensive strategy to lead innovation in the fintech space. As competition in the digital payments and commerce sectors intensifies, such innovations are likely to play a crucial role in shaping the next phase of growth.
Conclusion
The collaboration between Razorpay and Sarvam AI marks a significant step toward the future of voice-driven digital commerce in India.
By combining advanced AI capabilities with robust payment infrastructure, the partnership aims to simplify online transactions and make them more accessible to a wider audience.
As the technology matures, it has the potential to transform how millions of Indians shop, pay, and interact with digital platforms.