Mumbai-based beauty and fashion retailer Nykaa has entered into a multi-year collaboration with OpenAI, enabling users in India to access its beauty and fashion catalogues directly through ChatGPT while also deploying OpenAI’s artificial intelligence tools across its customer-facing and operational functions.
Under the partnership, Nykaa Beauty and Nykaa Fashion have been listed as connected apps within ChatGPT, allowing users to discover and browse products through conversational queries. Consumers seeking recommendations for fashion items or occasion-specific outfits can now receive results from Nykaa’s catalogue without leaving the ChatGPT interface.
However, neither Nykaa nor OpenAI disclosed the financial terms of the agreement, any revenue-sharing arrangements, or whether the partnership grants Nykaa exclusive representation within India’s beauty and fashion categories. The companies said the collaboration would be implemented through a series of phased milestones over a multi-year period.
The integration is powered by OpenAI’s Agentic Commerce Protocol, an open standard developed by OpenAI and Stripe and made publicly available in September 2025. The protocol enables merchants and commerce platforms to integrate directly with AI-powered shopping experiences.
The agreement also marks an expansion of OpenAI’s commerce strategy into India’s fashion and beauty sectors. In addition to the consumer-facing integration, Nykaa plans to deploy OpenAI’s technologies across several business functions.
The company said it would utilise OpenAI’s models to develop new customer experiences and introduce ChatGPT Enterprise across departments including marketing, customer support, legal, finance, supply chain and operations. Nykaa will also adopt OpenAI’s Codex coding agent to support software development and engineering teams.
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