Eternal Limited has announced a partnership with OpenAI to expand AI deployments across its commerce and ecosystem platforms, including Zomato, Blinkit, District, Hyperpure, Feeding India and its AI-native venture Nugget.
The collaboration will focus on deploying OpenAI’s Enterprise API platform across Eternal’s consumer apps, partner platforms and internal systems.
The companies will explore new customer and partner interaction models, deploy AI tools within partner applications and integrate advanced coding models into Eternal’s in-house AI orchestration platform.
Eternal said it is strengthening AI infrastructure across its consumer and enterprise platforms, positioning AI as a core layer across its commerce ecosystem. Planned use cases include AI-assisted workflows for merchants and delivery partners, contextual AI assistants within partner portals and experiments in search and discovery interfaces.
The company stated that these deployments are intended to support day-to-day decision-making and workflows while maintaining platform reliability and speed.
The collaboration will also extend to Nugget, Eternal’s AI-native venture, where OpenAI’s models will be used in select areas to support product development and iteration.
Internally, Eternal is considering integrating OpenAI’s coding models, including GPT-5.3-Codex, into Stitch, its internal automation and developer orchestration platform. Stitch supports automation across engineering and non-engineering functions. The company expects the integration to help teams ship products faster, automate workflows and reduce manual processes.
“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.
The companies will also explore a structured Partner Upskilling Programme aimed at increasing AI adoption among Eternal’s restaurant and delivery partners. The programme is expected to focus on deploying AI tools and assistants within partner applications and portals to support operations, compliance and decision-making.
“Eternal operates at a meaningful scale across consumer and partner platforms,” said Oliver Jay, Managing Director, OpenAI International. “We are excited to support their teams in applying AI advancements to real-world systems, from AI-native ventures to partner-facing initiatives.”
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