AI-Assisted Fashion Shopping in India 2026: How Indians Use AI to Discover and Buy Fashion

Somewhere between 2024 and 2026, "search, scroll, filter" quietly stopped being the default way Indians shop online. A quarter of the world's ChatGPT-using students are Indian, GenAI usage in India now exceeds every Western market surveyed, and every major Indian fashion platform has shipped an AI assistant. This report assembles the verified numbers on AI-assisted shopping in India — adoption, trust, traffic, platform features and the vernacular frontier — with a fashion lens on what it changes for brands. One honest caveat up front: most hard data in this field is all-retail rather than fashion-specific, and the best referral-traffic measurement is still US-based; we flag the geography of every number.

Key findings

  • 62% of Indian consumers actively use generative AI — one of the two highest usage rates measured in BCG's nine-country 2025 survey, ahead of the US (42%) and Japan (48%).[2]
  • 64% of Indian consumers use GenAI to research brands and products in the purchase journey, and shopping-related GenAI use grew 35% in the ten months to November 2025.[2]
  • India crossed 100 million weekly active ChatGPT users in early 2026 — the platform's second-largest market — after the user base grew ~4.5x during 2025.[4]
  • Generative-AI-referred traffic to U.S. retail sites grew 4,700% year-over-year by July 2025, and by May 2026 those visitors converted at a 54% higher rate than non-AI traffic.[6]
  • AI influenced $262 billion — 20% — of global online holiday sales in 2025, with AI-referred shoppers converting 9x more often than social referrals.[8]
  • Myntra's AI assistant users are 3x more likely to purchase, and Amazon India's Rufus has already been used by 10 million+ Indian customers.[13]

What's in this report

  1. 1. Adoption: India is now a top-two AI market
  2. 2. What shoppers use AI for: discovery, sizing, comparison
  3. 3. Trust: high, but conditional
  4. 4. AI is becoming a front door to retail sites
  5. 5. India vs the world
  6. 6. The AI features Indian fashion platforms have shipped
  7. 7. Voice, vernacular and the next 450 million shoppers
  8. 8. What it means for fashion brands
  9. 9. Forecast: where AI-assisted fashion shopping goes next
  10. Frequently Asked Questions

1. Adoption: India is now a top-two AI market

The adoption story no longer needs qualifiers. In BCG's nine-country survey of more than 9,000 consumers (fieldwork February–November 2025), GenAI awareness in India stood at 94% and active usage at 62% — statistically level with Brazil (63%) and far ahead of Japan (48%) and the United States (42%).[2] Crucially for retail, this is not abstract experimentation: 64% of Indian consumers use GenAI to research brands and products as part of the purchase journey, and shopping-related GenAI use grew 35% between February and November 2025. BCG found GenAI already ranks as the second most influential touchpoint in Indian purchase journeys — rising to first among daily users.[2]

94%of Indian consumers are aware of GenAI — with usage at 62%, among the highest of nine countries BCG surveyed in 2025[2]
64%of Indian consumers use GenAI to research brands and products as part of the purchase journey[2]
100M+weekly active ChatGPT users in India by February 2026 — the platform's second-largest market globally[4]
160M+monthly active ChatGPT users in India in 2025, after roughly 4.5x growth in a single year[3]

The platform numbers corroborate the surveys. Bain & Company's How India Shops Online 2026 reports India's ChatGPT user base grew roughly 4.5x during 2025 to more than 160 million monthly active users — the second-largest market in the world.[3] By February 2026, OpenAI's Sam Altman put India at 100 million weekly active users, including the largest student user base globally.[4] And this is happening on top of a shopper base that itself doubled in five years: India now has 290–300 million e-retail shoppers, 40–45% of them Gen Z.[3]

Consumer GenAI usage by market, 2025. India's 62% puts it in the global top two, well ahead of the US and Japan.[2]

Generative AI usage by country, 2025 (BCG)
Country GenAI usage
Brazil 63%
India 62%
Japan 48%
United States 42%

2. What shoppers use AI for: discovery, sizing, comparison

What are all these users actually doing? Adobe's 2026 Digital Trends research (Oxford Economics fieldwork, October–November 2025) gives the India-specific breakdown: 65% of Indian consumers use AI to search for personalised product recommendations, 60% use it for instant customer service, and 62% are open to shopping through a virtual AI concierge. Sixty percent want a personal AI agent of their own — the highest share in Asia Pacific.[1]

65%of Indian consumers use AI to search for personalised product recommendations[1]
62%of Indian consumers are open to shopping through a virtual AI concierge[1]
60%use AI for instant customer service or support while shopping[1]

What Indian consumers use — or are open to using — AI for, per Adobe's 2026 Digital Trends India findings.[1]

Indian consumers and AI shopping uses (Adobe 2026)
Use Share of consumers
Personalised product recommendations 65%
Open to a virtual AI concierge 62%
Instant customer service or support 60%
Interested in a personal AI agent 60%
Would interact with a brand's AI agent 55%

US survey data — the most granular available — shows the same hierarchy of tasks: research (55% of AI shoppers), product recommendations (47%), deal-seeking (43%), gift ideas (35%) and finding unique products (35%).[5] For clothing specifically, Adobe found 52% of surveyed consumers likely to use AI tools for apparel purchases, and 71% saying virtual try-on technology would increase their buying confidence — the two most fashion-relevant numbers in the public record.[10] Fit is the recurring theme: sizing uncertainty is e-commerce fashion's oldest tax, and it is exactly the problem AI tooling is being aimed at (see Myntra's Size & Fit layer in Section 6).

“Shoppers are asking an assistant what to wear before they ever reach a shop, which means the answer has to be useful long before it is commercial.” — Ramola Bachchan, fashion designer and founder of First Resort.

3. Trust: high, but conditional

Indian consumers are not just using AI — they believe it. Over 60% express high trust in GenAI results, a figure BCG notes rises further with frequency of use.[2] Adobe's India findings add the texture: 74% say AI-driven personalisation saves them time, and 71% associate AI interactions with convenience.[1]

60%+of Indian consumers express high trust in GenAI-generated results — trust rises further among daily users[2]
74%of Indian consumers say AI-driven personalisation saves them time[1]
76%want AI-powered interactions to continue to feel human rather than robotic[1]

But the trust is conditional, and the conditions are specific. Asked what would most reassure them about AI agents, Indian consumers ranked clear labelling of AI interactions first (21%) and the ability to switch to a human at any time second (17%).[1] Seventy-six percent want AI interactions to continue to feel human rather than robotic — and 61% say they would stop engaging with a brand if they discovered an interaction they believed was human was actually AI.[1] For fashion brands, the design implication is blunt: disclose the assistant, keep a human reachable, and never fake a person.

"India did not wait for AI shopping to be proven elsewhere. Our shoppers adopted it faster than the markets these tools were built in — the industry is still catching up to its own customers."— Ramola Bachchan, Founder

4. AI is becoming a front door to retail sites

The most dramatic numbers in this field are traffic numbers, and they come with a geography caveat: Adobe Analytics measures U.S. retail sites, and no equivalent India-level dataset has been published yet. With that stated plainly — the U.S. trajectory is startling. Traffic from generative AI sources to U.S. retail sites rose 1,200% in February 2025 versus a July 2024 baseline,[5] then kept compounding: up 1,100% year-over-year in January 2025, 3,100% in April, and 4,700% by July 2025.[6] Over the 2025 holiday season it grew another 693% year-over-year.[9]

Growth of generative-AI-referred traffic to U.S. retail sites vs a July 2024 baseline, per Adobe. India-level referral data is not yet published, but the direction of travel is unambiguous.[6]

GenAI traffic growth to US retail sites vs July 2024 (Adobe)
Month Growth vs July 2024
January 2025 +1,100%
April 2025 +3,100%
July 2025 +4,700%

Quality has caught up with quantity. In early 2025, AI-referred visitors browsed 12% more pages with a 23% lower bounce rate but still converted 9% less than average.[5] By May 2026 the gap had not just closed but inverted: AI-referred visitors to U.S. retail sites converted at a 54% higher rate and generated 53% more revenue per visit than non-AI traffic.[7] Salesforce's holiday 2025 data tells the same story at global scale: AI and agents influenced $262 billion — 20% — of online holiday sales, AI-search referral share doubled year-over-year, and AI-referred shoppers converted nine times more often than social media referrals.[8]

+4,700%year-over-year growth in generative-AI-driven traffic to U.S. retail sites, July 2025[6]
+54%higher conversion rate for AI-referred visitors to U.S. retail sites vs non-AI traffic by May 2026[7]
9xmore frequent conversion for AI-search referrals vs social media referrals in Salesforce holiday 2025 data[8]

One structural note for fashion: in Adobe's early data, conversion of AI traffic was lowest in apparel (alongside home goods and grocery) — shoppers used AI to research clothing but still wanted to look, compare and imagine before buying.[5] AI shortens the fashion journey; it does not yet finish it.

5. India vs the world

Put the two halves together and an unusual picture emerges: India leads the world on AI shopping behaviour, while the US leads on AI shopping infrastructure and its measurement. India's 62% GenAI usage dwarfs the US's 42%; 64% of Indians research purchases with GenAI; 60% want a personal AI agent — the highest in Asia Pacific.[2][1] Meanwhile the agentic-commerce plumbing — OpenAI's in-chat Instant Checkout with Etsy and Shopify merchants, Stripe's Agentic Commerce Protocol — launched US-first in late 2025.

India's catch-up on infrastructure is unlikely to take long, because the commercial base is already enormous: e-retail GMV reached $65–66 billion in 2025 and is projected to exceed 20% CAGR through 2030 to $170–180 billion.[3] Fashion is the gateway category — India's fashion and lifestyle market is worth roughly $110 billion, of which about $11 billion (10%) is online, growing ~30% a year since 2019 toward a projected ~$35 billion by FY28.[19] A market where fashion is the first category new shoppers buy online, and where AI is already the second most influential purchase touchpoint, is a market where AI-assisted fashion shopping compounds fast.

6. The AI features Indian fashion platforms have shipped

Indian platforms moved early. Myntra launched Maya, a ChatGPT-powered conversational search assistant, for its Big Fashion Festival in 2023 — initially to 10% of its user base, across a 2.3-million-item catalogue, with vernacular-language support planned for Tier-2 and Tier-3 users.[12] Its generative AI shopping assistant, built on Azure OpenAI, produced one of the cleanest conversion datapoints in Indian retail: users are three times more likely to purchase, and add products from 16% more categories.[13]

3xhigher purchase likelihood for users of Myntra's generative AI shopping assistant — who also add products from 16% more categories[13]
~85%of Myntra's eligible apparel catalogue covered by its AI Size & Fit Intelligence layer[14]
1 crore+Indian customers have used Amazon's Rufus AI shopping assistant on Amazon.in[16]

By July 2026, Myntra described AI as sitting "at the heart of how Myntra operates": an AI Size & Fit Intelligence layer covering ~85% of its eligible apparel catalogue, 400–600 dynamically generated product videos daily, personalised search for 90% of monthly active users, and a support assistant (Meera) resolving more than 30% of routine queries.[14] Flipkart launched the ChatGPT-powered Flippi ahead of Big Billion Days 2023 — English-first, with vernacular and voice support on the roadmap — alongside its video-led "Vibes" discovery feed.[15] Amazon brought Rufus, its conversational shopping assistant, to India across app and desktop; it has now been used by more than 1 crore (10 million+) Indian customers.[16]

7. Voice, vernacular and the next 450 million shoppers

India's AI shopping story diverges from the West's on one axis above all: language. Of India's 886 million active internet users in 2024, 55% are rural, and 98% access content in Indic languages.[18] Nine in ten Indian internet users have already interacted with apps featuring embedded AI.[18] The next expansion of Indian e-commerce is, by definition, vernacular-first and often voice-first — typing long English search queries is precisely the interface barrier conversational AI removes.

886Mactive internet users in India in 2024 — 55% of them rural[18]
98%of Indian internet users access content in Indic languages[18]
450Madditional Indian consumers that GenAI-powered conversational commerce could bring into e-commerce, per Meta–Bain[17]

This is why the assistant investments in Section 6 all converge on the same roadmap: Maya's planned vernacular support for Tier-2/Tier-3 shoppers,[12] Flippi's planned Indian-language voice interface,[15] Myntra's assistant already parsing Hindi queries.[13] Meta and Bain frame the prize directly: of ~650 million Indians on social media, only ~200 million shop online — and GenAI-powered conversational commerce could bring the next 450 million into e-commerce, with more than 50% of surveyed users already preferring to transact through conversational journeys.[17]

8. What it means for fashion brands

For fashion brands — including independent designer labels like ours — the shift is from optimising for a results page to being quotable by a machine that answers in sentences. Three practical consequences follow from the data above.

First, product truth becomes marketing. AI assistants recommend by attribute — fabric, size range, occasion, price, care — not by adjective. Detailed, structured, honest product data is what gets a kaftan or a co-ord set surfaced when a shopper asks an assistant for "breathable silk resort wear for a Goa wedding." Our own experience bears this out: First Resort has been cited thousands of times in Bing Copilot answers, and AI assistants have quietly become one of our fastest-growing discovery channels.

Second, AI referrals deserve measurement now, not later. In US data, AI-referred visitors already convert 54% better than non-AI traffic[7] — a channel with that profile should be tracked from day one, even while volumes are small. Third, fit data is the fashion-specific battleground. With 71% of consumers saying virtual try-on would boost confidence[10] and Myntra pushing AI sizing across 85% of its catalogue,[14] brands that publish precise garment measurements — as made-to-order labels must — are structurally better placed for occasion wear and new-season discovery through AI intermediaries.

"Customers now arrive knowing exactly what they want — an AI has already narrowed the choices for them. The brands that win that conversation are the ones whose product information is precise enough to be quoted."— Ramola Bachchan, Founder

9. Forecast: where AI-assisted fashion shopping goes next

The forward numbers stack in one direction. The global AI-in-fashion market is projected to grow from USD 2.77 billion in 2025 to USD 55.17 billion by 2034 — a 39.43% CAGR.[11] India's e-retail is headed to $170–180 billion by 2030,[3] its online fashion market toward ~$35 billion by FY28.[19] AI already influences 20% of global online holiday sales.[8]

$55.17Bprojected global AI-in-fashion market by 2034, up from $2.77B in 2025 — a 39.43% CAGR[11]
$170–180Bprojected Indian e-retail GMV by 2030, up from $65–66B in 2025[3]
20%of global online holiday sales in 2025 were already AI-influenced — worth $262 billion[8]

Three specific developments to expect in India by 2027–28: (1) vernacular AI shopping at scale — the assistant roadmaps of Myntra, Flipkart and Amazon all point at Indic-language voice, and the 450-million-consumer conversational commerce opportunity depends on it;[17] (2) agentic checkout arriving in India, following the US template of in-chat purchasing, most plausibly through UPI-linked flows; and (3) fit intelligence becoming table stakes, compressing fashion e-commerce's return rates and finally closing apparel's AI conversion gap.[5] The consumer side is already decided — 62% of Indians use GenAI and most of them trust it. What remains open is which brands and platforms will be legible to the machines their customers now shop through.

Frequently Asked Questions

How many Indians use generative AI for shopping?

BCG's 2025 nine-country survey puts GenAI awareness in India at 94% and active usage at 62% — among the highest in the world — with 64% of Indian consumers using GenAI to research brands and products as part of the purchase journey. Shopping-related GenAI use grew 35% between February and November 2025 alone.

Do Indian consumers trust AI shopping recommendations?

Yes, unusually so. Over 60% of Indian consumers express high trust in GenAI results (BCG), and Adobe's 2026 Digital Trends study found 74% say AI-driven personalisation saves them time. The caveat: 76% want AI interactions to still feel human, and clear labelling of AI is the single most-cited reassurance factor.

What do Indian shoppers actually use AI for when buying fashion?

Product discovery and comparison dominate: 65% of Indian consumers use AI for personalised product recommendations, 60% for instant customer service, and 62% are open to shopping through a virtual AI concierge (Adobe, 2026). In U.S. survey data the same pattern holds — research (55%), recommendations (47%), and deal-hunting (43%) lead the use cases.

How big is ChatGPT in India?

India is ChatGPT's second-largest market globally. The user base grew roughly 4.5x in 2025 to more than 160 million monthly active users (Bain), and in February 2026 OpenAI CEO Sam Altman said India had crossed 100 million weekly active users — including the largest student user base in the world.

Is AI actually sending shoppers to retail websites?

Yes, and fast. Adobe Analytics measured generative-AI-driven traffic to U.S. retail sites up 4,700% year-over-year in July 2025, and by May 2026 AI-referred visitors converted at a 54% higher rate than non-AI traffic. Salesforce data shows AI-referred holiday shoppers converted 9x more often than social media referrals. Equivalent India-level referral data is not yet published.

Which Indian fashion platforms have AI shopping assistants?

Myntra launched the ChatGPT-powered Maya in 2023 and now runs AI across sizing (Size & Fit Intelligence covering ~85% of eligible apparel), video generation and support; Flipkart launched Flippi in 2023; Amazon India's Rufus has been used by over 1 crore Indian customers. AJIO, Nykaa and Tata CLiQ also deploy AI-led personalisation.

Does AI assistance actually increase fashion purchases?

Early platform data says yes. Myntra reports users of its AI shopping assistant are three times more likely to purchase and add products from 16% more categories. Salesforce found retailers with AI agents grew holiday e-commerce sales at roughly double the rate of retailers without.

How is AI-assisted shopping different in India vs the US?

India leads on consumer adoption — 62% GenAI usage vs 42% in the US (BCG) — and on openness to agents (60% of Indians want a personal AI agent, the highest in Asia Pacific). The US leads on measurable AI referral traffic and agentic checkout infrastructure. India's distinctive angle is voice and vernacular: 98% of Indian internet users access content in Indic languages.

What role does voice search play in Indian online shopping?

A growing one, because India's next shoppers are vernacular-first: 55% of India's 886 million internet users are rural, and 98% consume content in Indic languages. Flipkart, Myntra and Amazon have all invested in Hindi and Hinglish voice and chat interfaces, and Meta–Bain project conversational commerce could bring the next 450 million Indians into e-commerce.

Will AI agents start completing fashion purchases autonomously?

The plumbing is being built. OpenAI launched in-chat checkout with commerce partners in late 2025, and Salesforce measured agentic AI service conversations jumping 66% month-over-month in December 2025. For fashion, expect agents to shortlist and humans to approve — fit, fabric and occasion still need judgement.

How should Indian fashion brands prepare for AI-assisted shopping?

Three moves: publish structured, factual product data (AI assistants cite specifics, not adjectives); keep size, fabric and care information machine-readable; and treat AI assistants as a referral channel to measure, since AI-referred visitors already convert better than most channels in US data. Brands with thin product content are invisible to AI intermediaries.

How big will AI in fashion get?

The global AI-in-fashion market is projected to grow from USD 2.77 billion in 2025 to USD 55.17 billion by 2034 — a 39.43% CAGR (Straits Research). With India's e-retail heading to $170–180 billion by 2030 and fashion its gateway category, India is positioned to be one of the largest AI-assisted fashion markets in the world.

Methodology. This report synthesises published data from Adobe (2026 AI and Digital Trends India release; Adobe Analytics generative AI traffic series, 2024–2026), Boston Consulting Group's 2025 nine-country consumer survey, Bain & Company (How India Shops Online 2026; India's Digital Fashion Disruptors; Win with Conversations with Meta), Salesforce 2025 holiday shopping data, IAMAI–Kantar's Internet in India 2024 report, Straits Research, and primary platform announcements from Myntra, Flipkart, Amazon India and OpenAI. All figures are attributed inline to their original source and year. Note on scope: most datasets cover all-retail rather than fashion specifically, and AI referral-traffic measurement (Adobe, Salesforce) covers US or global sites; fashion-specific and India-specific figures are labelled as such throughout. Market-size projections are estimates by the named research firms, not First Resort. Compiled August 2026.
About First Resort by Ramola Bachchan. First Resort by Ramola Bachchan is a designer label specialising in resort and occasion wear for women — kaftans, tunics, dresses, co-ord sets, and silhouettes built for Indian destination travel and celebration. Sizes XS to 8XL, ships globally from India. Visit firstresort.in.

Related research: Gen Z & Millennial Indian Fashion Spending 2026 · Tier-2 & Tier-3 City Fashion E-commerce 2026 · Online Wedding Shopping in India 2026 · AI Search vs Google Search in Indian Fashion · Quick Answer Blocks for AI Search

Sources

  1. Adobe — 2026 AI and Digital Trends (India release). India findings from Adobe's 16th annual Digital Trends study (Oxford Economics fieldwork, Oct–Nov 2025): 65% of Indian consumers use AI for personalised product recommendations, 60% for instant customer service, 62% open to a virtual AI concierge, 60% interested in a personal AI agent — the highest in Asia Pacific. View source
  2. Boston Consulting Group — "Consumers Trust AI to Buy Better" (India findings). BCG survey of 9,000+ consumers across nine countries, Feb–Nov 2025: GenAI awareness in India at 94%, usage at 62%, 64% using GenAI to research brands and products in the purchase journey, over 60% expressing high trust in GenAI results, shopping use up 35% between February and November 2025. View source
  3. Bain & Company × Flipkart — How India Shops Online 2026. India's e-retail shopper base doubled in five years to 290–300 million; e-retail GMV $65–66B in 2025, headed to $170–180B by 2030; India is the world's second-largest ChatGPT market with 160M+ monthly active users after ~4.5x growth in 2025; Gen Z is 40–45% of e-retail shoppers. View source
  4. OpenAI / Sam Altman — India ChatGPT milestone (Social Samosa coverage). India crossed 100 million weekly active ChatGPT users (announced February 2026), the platform's second-largest user base globally and its largest student user base. View source
  5. Adobe Analytics — Generative AI traffic to U.S. retail sites (March 2025). Traffic from generative AI sources to U.S. retail sites up 1,200% in February 2025 vs July 2024; shoppers use AI for research (55%), recommendations (47%), deals (43%); AI-referred visitors browse 12% more pages with 23% lower bounce rate. View source
  6. Adobe Digital Insights — GenAI retail traffic July 2025 (ECommerceNews summary). Generative-AI-driven traffic to U.S. retail sites up 4,700% year-over-year in July 2025 (vs 1,100% in January and 3,100% in April); 38% of surveyed U.S. shoppers have used GenAI for shopping and 52% plan to within the year; 73% of AI users call it their primary product-research source. View source
  7. Adobe Analytics — AI referrals conversion data, May 2026 (MarketingTech summary). By May 2026, AI-referred visitors to U.S. retail sites converted at a 54% higher rate and generated 53% more revenue per visit than non-AI traffic; AI retail traffic up 138% year-over-year. View source
  8. Salesforce — 2025 Holiday Shopping Data. Global online holiday sales hit $1.29 trillion (Nov 1–Dec 31, 2025); AI and agents influenced $262 billion — 20% of all retail sales; AI-search referral share doubled year-over-year; AI-referred shoppers converted 9x more often than social referrals. View source
  9. Digital Commerce 360 — Generative AI and 2025 holiday traffic. Adobe Analytics: holiday 2025 traffic to U.S. retail sites from generative AI sources up 693% year-over-year, with AI-referred visitors converting at higher rates; Salesforce estimated 20%+ of global online holiday sales were AI-influenced. View source
  10. Adobe consumer survey — GenAI and clothing purchases (Retail Dive coverage). Survey of 3,000 U.S. consumers: 52% likely to use AI tools for clothing purchases; 71% say virtual try-on would boost buying confidence; 58% report generative AI has already improved their online shopping experience. View source
  11. Straits Research — AI in Fashion Market. Global AI-in-fashion market valued at USD 2.77 billion in 2025, projected to reach USD 55.17 billion by 2034 at a 39.43% CAGR. View source
  12. Myntra — Maya AI search assistant launch (Snackfax coverage). Myntra's ChatGPT-powered assistant Maya launched for the Big Fashion Festival 2023, initially to 10% of the user base, with vernacular-language support planned for Tier-2/Tier-3 users, across a 2.3-million-item catalogue. View source
  13. Microsoft Source Asia — Myntra's generative AI shopping assistant. Users of Myntra's Azure-OpenAI-powered shopping assistant are three times more likely to make a purchase and add products from 16% more categories; the assistant handles natural-language queries including Hindi. View source
  14. Apparel Resources — Myntra expands AI across operations (July 2026). Myntra's AI Size & Fit Intelligence covers ~85% of its eligible apparel catalogue; the platform generates 400–600 dynamic product videos daily; 90% of monthly active users experience personalised search; support assistant Meera resolves 30%+ of routine queries. View source
  15. Inc42 — Flipkart launches ChatGPT-powered Flippi. Flipkart's generative AI shopping assistant Flippi launched October 2023 ahead of Big Billion Days, English-first with vernacular and voice support planned, alongside the video-led "Vibes" discovery feed. View source
  16. Amazon India — Rufus generative AI shopping assistant. Amazon's conversational shopping assistant Rufus is available to all Amazon.in customers on app and desktop and has been used by more than 1 crore (10 million+) Indian customers. View source
  17. Meta × Bain & Company — Win with Conversations (India). Of ~650 million Indians active on social media, only ~200 million shop online; GenAI-powered conversational commerce could bring the next 450 million consumers into e-commerce; 50%+ of surveyed users prefer transacting through conversational journeys. View source
  18. IAMAI–Kantar — Internet in India 2024 (BestMediaInfo summary). India had 886 million active internet users in 2024 (55% rural); 98% access content in Indic languages; nine in ten internet users have interacted with apps featuring embedded AI capabilities. View source
  19. Bain & Company — India's Digital Fashion Disruptors. India's fashion and lifestyle market is worth ~$110 billion with ~10% ($11 billion) online; online fashion has grown ~30% a year since 2019 and is expected to reach ~$35 billion by FY28 at a 25% CAGR. View source

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