Eternal Limited has announced a strategic collaboration with OpenAI to strengthen artificial intelligence capabilities across its consumer, partner and internal platforms, including Zomato, Blinkit, Hyperpure, District, Feeding India and its AI-native venture Nugget.
The collaboration will focus on deploying advanced AI models across Eternal’s commerce ecosystem, with initiatives spanning customer applications, merchant tools, partner portals and internal engineering workflows. The company plans to leverage OpenAI’s Enterprise API platform to enhance user interactions, introduce AI-powered assistants and explore new search and discovery experiences across its services.
As part of the initiative, Eternal is building AI as a core layer of infrastructure, enabling AI-assisted workflows for merchants and delivery partners, contextual assistants within partner interfaces and automation across operational processes. The effort also extends to Nugget, where OpenAI’s models will support faster product development and experimentation.
Internally, Eternal is evaluating the integration of OpenAI’s coding models, including GPT-5.3-Codex, into Stitch, its in-house developer orchestration platform. The integration is expected to accelerate software delivery cycles, automate complex workflows and reduce manual overhead across engineering and business functions.
The companies are also exploring a structured partner upskilling programme aimed at expanding AI adoption among restaurant and delivery partners. The initiative will focus on embedding AI tools within partner applications to improve operational efficiency, compliance and decision-making.
Executives from both organisations highlighted the collaboration as an opportunity to apply AI at scale across real-world commerce systems, from developer productivity to on-ground operational use cases.
Founded in 2008, Eternal operates across multiple consumer and enterprise verticals, including food delivery, quick commerce, going-out services and B2B supplies, positioning AI as a foundational element of its long-term platform strategy.