The Silent Struggle
For India’s 12 million visually impaired citizens (WHO), everyday tasks like grocery shopping remain fraught with challenges. With less than 5% of FMCG products featuring braille labels (NGO reports), choices are often limited to memorized items or reliance on sighted assistance.
“I sometimes hesitate to ask for help with expiry dates” confesses Mumbai resident Ravi Mehta, echoing the experiences of millions navigating stores designed without inclusivity.
A Coalition for Change
This paradigm is shifting through an unprecedented alliance between Google Gemini’s AI, Britannia’s A-Eye initiative, disability NGO Mithra Jyothi, Mission Accessibility and MORE Retail. The collaboration has birthed a voice-guided technology solution that transforms smartphones into accessibility tools.
Leveraging multimodal AI, the solution deciphers packaging details through camera scans, narrates product variants, nutrition labels, expiry dates etc. and guides users via audio cues.Self-guided shopping is now available for customers to experience at MORE Supermarket in TC Palya, Bengaluru.
How It Works
The Britannia A-Eye microsite operates through three pillars:
- Visual Intelligence: Google Gemini’s AI analyzes product packaging, converting text/images to audio descriptions
- Conversational Interface: Users ask questions like “Show me sugar-free options” for real-time guidance
- Wayfinding: Voice navigation helps locate products and checkout counters
“It’s not just about shopping – it’s about regaining dignity,” emphasizes Mithra Jyothi’s Founder Madhu Singhal.
Beyond the Shopping Cart
The implications ripple across sectors:
- Economic: India’s 70-million-strong disabled community represents an untapped $12B market (Enable India estimates)
- Social: “When I chose my favorite cookies unassisted, it was my first unaided decision.” shares 28 year old Ms. Shruti Bhartiya reflecting on her experience.
- Technological: The framework sets precedent for inclusive design – AI architecture from Google, user testing by Mithra Jyothi, Mission Accessibility and scaling through Britannia-MORE Retail partnerships.
The Road Ahead
The solution challenges industries to view accessibility as innovation rather than accommodation.“True progress,” observed Amar Jain, Co-Founder of Mission Accessibility, “is when assistive tools seamlessly integrate into the shopping experience, letting customers focus on what matters most.”
For millions of Indians, the future now speaks in clear, guiding tones – proving technology’s highest purpose is empowerment without exception.
Key Highlights:
- Tech: Google Gemini’s multimodal AI
- Initiative: Britannia A-Eye Partners : Mindshare, VML, Mithra Jyothi, More Retail, Mission Accessibility
- Data: 12M visually impaired (WHO), $12B market potential
