Eternal & OpenAI Partner to Build India's First ‘AI-Native’ Commerce Ecosystem

Eternal Ltd on Tuesday announced a strategic collaboration with OpenAI to advance AI capabilities across its businesses.

The collaboration will focus on AI deployments across Eternal’s apps, including Zomato, Blinkit, District, Hyperpure, Zomato’s giveback initiative - Feeding India, as well as its AI-native venture - Nugget. It will also deploy OpenAI’s tools on partner platforms and internal systems.

Eternal will also work with OpenAI’s Enterprise API platform to explore new ways customers and partners interact with its platforms, deploy advanced AI tools within partner applications and integrate advanced coding models into its in-house AI orchestration platform.

“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’s AI Play

Eternal is strengthening AI infrastructure across its consumer and enterprise platforms, building AI as foundational infrastructure across its commerce ecosystem.

Through this 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, and experimentation around next-generation search and discovery interfaces. These efforts are aimed at making AI useful in everyday decisions and workflows, while maintaining the reliability and speed its platforms require.

“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”.

AI Use Cases in Eternal

The collaboration also extends to Nugget, Eternal’s AI-native venture, where OpenAI’s models will be leveraged across select use cases to accelerate product development and iteration.

Internally, Eternal is also considering integrating OpenAI’s latest coding models, including GPT-5.3-Codex, within Stitch, its in-house automation and developer orchestration platform. Stitch powers end-to-end automation across engineering and non-engineering functions. Eternal expects this integration to strengthen Stitch’s ability to support teams in shipping faster, automating complex workflows and reducing manual overhead across functions.

Eternal and OpenAI will also explore a collaboration on a structured Partner Upskilling Program aimed at driving AI adoption across Eternal’s restaurant and delivery partner ecosystem. The program will focus on deploying advanced AI tools and assistants within partner applications and portals to support operational efficiency, compliance and business decision-making.