Eternal Limited has announced a strategic collaboration with OpenAI to embed advanced artificial intelligence at the core of its commerce operations. The partnership aims to scale AI capabilities across Eternal’s expansive ecosystem, which includes Zomato, Blinkit, District, Hyperpure, Zomato’s social initiative Feeding India, and its AI-native venture, Nugget.
At the heart of the collaboration is the deployment of OpenAI’s Enterprise API platform to enhance consumer experiences, partner interactions and internal workflows. Eternal plans to explore new AI-driven customer and partner engagement models, integrate advanced AI tools into partner-facing applications, and embed sophisticated coding models into its in-house AI orchestration framework.
Positioning AI as foundational infrastructure, Eternal will deploy OpenAI models across multiple use cases, including AI-assisted workflows for merchants and delivery partners, contextual AI assistants within partner portals, and experimentation with next-generation search and discovery interfaces. These initiatives are designed to integrate AI seamlessly into everyday decision-making while maintaining speed, reliability and scale.
The partnership also extends to Nugget, where OpenAI’s models will be leveraged to accelerate product development and shorten iteration cycles. Internally, Eternal is evaluating the integration of OpenAI’s latest coding models, including GPT-5.3-Codex, into Stitch-its proprietary automation and developer orchestration platform-to boost productivity, enable faster deployments and reduce manual effort across teams.
Additionally, Eternal and OpenAI will explore a structured Partner Upskilling Program to drive AI adoption across Eternal’s restaurant and delivery partner network, focusing on efficiency, compliance and data-led decision-making.
The collaboration reinforces Eternal’s ambition to build scalable, AI-first commerce infrastructure tailored for India’s rapidly evolving digital economy.
