Eternal Partners OpenAI to Deploy AI Across Zomato and Blinkit

Eternal Limited has announced a strategic collaboration with OpenAI to expand artificial intelligence capabilities across its consumer and enterprise platforms, including Zomato, Blinkit, District, Hyperpure, Feeding India and its AI-native venture, Nugget. The partnership signals a deeper push to embed AI as core infrastructure across Eternal’s commerce ecosystem rather than treating it as a standalone experiment.

The collaboration will focus on deploying OpenAI models across Eternal’s apps, partner platforms and internal systems. The company plans to use OpenAI’s Enterprise API platform to explore new ways customers and partners interact with its services, while also integrating advanced coding models into its in-house AI orchestration platform.

At the operational level, Eternal intends to roll out AI-assisted workflows for merchants and delivery partners, embed contextual AI assistants within partner portals, and experiment with next-generation search and discovery interfaces. The aim is to make AI useful in everyday decisions and workflows without compromising the speed and reliability that food delivery and quick commerce platforms depend on.

The partnership also extends to Nugget, Eternal’s AI-native venture, where OpenAI models will be used across select use cases to accelerate product development and iteration cycles. This suggests that AI will not only support existing businesses but also shape new products being built within the group.

Internally, Eternal is evaluating the integration of OpenAI’s latest coding models, including GPT-5.3-Codex, into Stitch, its in-house automation and developer orchestration platform. Stitch supports end-to-end automation across engineering and non-engineering functions. By integrating advanced coding capabilities, Eternal expects to reduce manual overhead, automate complex workflows and enable faster product releases.

Beyond internal efficiencies, the companies are also exploring a structured Partner Upskilling Program. This initiative is designed to drive AI adoption among Eternal’s restaurant and delivery partners by embedding AI tools and assistants directly into partner applications and portals. The focus will be on improving operational efficiency, compliance and business decision-making.

“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.

Oliver Jay, Managing Director, International, OpenAI, added, “Eternal operates at a meaningful scale across consumer and partner platforms. We are excited to support their teams in applying AI advancements to real-world systems, from AI-native ventures to partner-facing initiatives.”

For India’s digital commerce ecosystem, this move reflects a broader shift: AI is moving from front-end chat features to back-end infrastructure. For brands and platforms operating at scale, the competitive edge may increasingly come from how intelligently workflows, search, logistics and partner tools are automated. As AI becomes embedded into operational layers, the focus is less on novelty and more on measurable efficiency, speed and smarter decision-making.