New Delhi: Swiggy has also announced a strategic collaboration with Sarvam to launch multilingual voice-based commerce in its food delivery service, Instamart, and Dineout services. The transition would be a big stride toward digital commerce being more approachable in India, where millions of users use regional languages as opposed to English. Instead of placing orders, choosing image options, and paying with their preferred language soon, users will be able to do it through speaking to an AI assistant.
The partnership is based on Swiggy’s most recent drive toward using AI to create experiences, such as its Model Context Protocol (MCP) integrations. Through a partnership involving Sarvam and Razorpay, Swiggy plans to provide an end-to-end language-orientated AI experience, based on the NLP discovery platform and the payment infrastructure, providing a complete conversational commerce experience, encompassing discovery, order, and checkout, in a single interaction.
Voice commerce tailored for India’s linguistic diversity
Digital platforms have always been a challenge to India due to its high linguistic variety. The majority of services continue to be English or intensive in a few regional languages. Swiggy is collaborating with Sarvam to provide this in 11 Indian languages, such as Hindi, Tamil, Telugu, Kannada, Bengali, and Marathi.
The AI models used by Sarvam are trained with large datasets of the Indian language. This enables them to learn accents, dialects and cultural differences better. The result is a more natural and intuitive user experience, especially for first-time internet users or those less comfortable with text-based interfaces.
Ordering without apps and expanding to AI platforms
Phone-based ordering is one of the main innovations. With the help of the phone call, users can order groceries on the platform Instamart without using an app or the Internet. This feature was recently showcased at India AI Impact Summit in New Delhi, where there is an emphasis on the potential of reaching underserved users.
Swiggy is exploring AI-native ecosystems as well. It is the first-of-its-kind commerce app to debut on Indus, the conversational AI app at Sarvam. This will enable users to communicate with Swiggy services via chat-based AI interfaces that make ordering even easier.
Seamless payments power the experience
To make the whole experience complete, Razorpay is allowing secure and smooth transactions using its agentic payment infrastructure. With new UPI Reserve Pay, users can make authorisation payments during the same voice or chat conversation instead of making them separately.
With this integration, the whole process of journeying, including browsing and payment, will be smoothly managed by AI. It also builds trust by ensuring that a high level of security and reliability is maintained in online transactions.
A step toward AI-first commerce in India
According to Swiggy, the collaboration is an embodiment of its Indian AI-native commerce platform. The company is interested in making everyday services more accessible and user-friendly by concentrating on voice and local languages.
However, Sarvam considers this an initiative towards nationwide AI adoption. Together, the companies are aiming to make AI a non-niche technology and a tool that can be applied to everyday life, beginning with something as basic as ordering food or groceries.