Being Human Clothing has partnered with retail technology firm Fynd, backed by Reliance Retail Ventures Limited, to strengthen its end-to-end digital commerce and operations ecosystem. The collaboration is aimed at streamlining order management, customer engagement, and catalog operations through a unified, AI-driven platform.
As part of the partnership, Being Human Clothing has integrated a comprehensive commerce operating layer to manage both front-end and back-end workflows. A centralized Order Management System now oversees the entire order lifecycle across the brand’s direct-to-consumer website and multiple online marketplaces, including order processing, fulfillment coordination, cancellations, and returns at scale.
To enhance customer experience, the brand has deployed an AI-powered customer communication platform that manages e-commerce support across WhatsApp, email, and chatbots. This enables consistent, automated customer interactions, particularly during periods of high order volumes.
The collaboration also focuses on improving catalog operations. Being Human Clothing has adopted AI-led tools for creating and optimizing product images and videos through AI-powered photoshoots tailored for its website and marketplace requirements. Additionally, an AI-enabled Product Information Management (PIM) system supports faster catalog enrichment, standardized product data, and regular updates, reducing manual effort while improving accuracy and turnaround times.
Ragini Varma, Chief Business Officer at Fynd, said brands increasingly need unified systems that can scale with demand rather than relying on fragmented tools. She added that the platform has successfully handled a sixfold spike in order volumes without operational strain by embedding AI and automation across commerce operations, customer experience, and catalog management.
Vivek Sandhwar, Chief Operating Officer at Being Human Clothing, said the brand required a partner capable of delivering scale, stability, and intelligence as its digital commerce footprint expanded. He noted that the platform has helped streamline order management, improve omnichannel customer engagement, and enhance the speed and quality of catalog operations, supporting long-term growth.
During peak seasonal sales, the integrated platform enabled the brand to manage higher order volumes smoothly, ensuring stable operations, efficient fulfillment, and uninterrupted customer communication. The partnership positions Being Human Clothing to scale its digital commerce operations while maintaining consistency across all online touchpoints.
