Razorpay and Sarvam AI partner to bring voice commerce to India's multilingual shoppers

Razorpay, Sarvam AI partners to bring voice-AI conversational commerce to India - The Economic Times

Razorpay has partnered with AI startup Sarvam AI to introduce voice-led conversational commerce, where users can search for products, place orders, and make payments using natural language. Taking to X, Razorpay said, "We've partnered with Sarvam AI to power a new era of voice-first, conversational commerce for India's multi-lingual diaspora. From discovery to checkout, AI agents can now understand intent in Indian languages and complete transactions seamlessly." "The partnership brings together Sarvam's models and agentic stack with Razorpay's agentic payments infrastructure, allowing customers to discover products, place orders, and complete payments simply by conversing in their language," said Sarvam in a post on X. The AI startup added that the experience will first go live with the food delivery platform Swiggy, allowing users to order food by speaking to an AI assistant on the Indus App. According to media reports, first, voice-based commerce will be enabled within the Indus App, starting with Swiggy. Next, businesses will be able to integrate voice-led shopping into their own apps and websites. As part of an early pilot, a voice assistant has already been introduced on The Derma Co's website, allowing users to explore and buy products using voice commands in their language. The development comes after Razorpay announced earlier this month that it is building AI-powered agents for payments using Anthropic's Claude chatbot. These agents can manage tasks such as recovering abandoned purchases, retrying failed subscriptions, resolving disputes, and forecasting cash flows, the company said in a statement. Meanwhile, Sarvam has also partnered with EkStep Foundation and AI4Bharat to roll out multilingual voice AI agents across India under the "Listen at Scale" initiative. The project aims to move beyond one-way communication methods like IVR and SMS, enabling two-way voice interactions in local languages for wider reach and better engagement.

Razorpay Partners with Sarvam to Enable Voice-First Commerce in India

By combining Sarvam's models and agentic stack with Razorpay's agentic payments infrastructure, the partnership will allow customers to discover products, place orders, and complete payments simply by conversing in their language. The experience will initially launch with Swiggy as an early partner within Sarvam's chat platform, Indus App, enabling customers to order food by speaking directly to an AI assistant. India is uniquely positioned for this shift. While the country has over 950 million internet customers, according to the Internet in India Report 2025 by IAMAI and Kantar, and more than 450 million digital payment users on UPI, according to NPCI. Yet only around 200 million people currently shop online. Millions of digitally connected Indians still find traditional e-commerce apps complex, English-heavy, or difficult to navigate. At the same time, voice interactions are rapidly becoming one of the most natural ways Indians access the internet.

Razorpay Partners with Sarvam to Power Voice-First Conversational Commerce for India

* India is entering a new era of commerce, one where people can simply speak to buy * Swiggy comes on board as the first brand to pioneer this experience, enabling customers to order food through voice conversations As AI assistants rapidly become the new interface between people and technology, commerce itself is beginning to shift from screens to conversations. Razorpay, India's omnichannel payments and banking platform for businesses, today announced a partnership with Sarvam, India's full-stack sovereign AI platform to power the next generation of voice-first, conversational commerce. By combining Sarvam's models and agentic stack with Razorpay's agentic payments infrastructure, the partnership will allow customers to discover products, place orders, and complete payments simply by conversing in their language. The experience will initially launch with Swiggy as an early partner within Sarvam's chat platform, Indus App, enabling customers to order food by speaking directly to an AI assistant. India is uniquely positioned for this shift. While the country has over 950 million internet customers, according to the Internet in India Report 2025 by IAMAI and Kantar, and more than 450 million digital payment users on UPI, according to NPCI. Yet only around 200 million people currently shop online. Millions of digitally connected Indians still find traditional e-commerce apps complex, English-heavy, or difficult to navigate. At the same time, voice interactions are rapidly becoming one of the most natural ways Indians access the internet. This partnership aims to unlock the next phase of digital commerce - where apps disappear, and conversations become the interface. By integrating Sarvam's full-stack AI capabilities with Razorpay's payments stack, the two companies aim to enable AI agents that can understand conversational inputs across Indian languages and promptly complete financial transactions. This unlocks a new model of commerce where customers will be able to simply tell an AI assistant what they want in the language of their choice and complete the payment within the same conversation. The collaboration will bring voice-led commerce to life across three layers of the ecosystem. * First, conversational commerce will be introduced within Sarvam's chat platform, Indus Swiggy, Sarvam, and Razorpay have come together to pioneer this voice-first commerce experience, enabling customers to order food simply by speaking to an AI assistant. The agent manages the entire journey - understanding the request, placing the order, and completing the payment using Razorpay's agentic payments infrastructure powered by National Payments Corporation of India's UPI Reserve Pay. All of this happens securely and promptly within a single conversation. * Second, businesses will be able to embed voice-led commerce directly into their own apps and websites. As part of an early pilot, the companies have built a conversational voice assistant for The Derma Co's website, enabling customers to discover products and complete purchases simply by speaking in the language of their Commenting on the partnership, Shashank Kumar, MD G Co-founder, Razorpay, said, "India's next phase of digital commerce will be shaped by experiences that feel natural to people. For millions of Indians, that simply means speaking in their own language, rather than typing. Our partnership with Sarvam AI brings together deep Indic language intelligence with Razorpay's agentic payments infrastructure to enable AI agents that can understand intent and actually complete transactions." He added, "By bridging conversational AI with real financial execution, I believe we're together building a future where commerce becomes simpler, more intuitive, and accessible to millions of Indians now and for the next wave of internet users in India." Commenting on the partnership, Dr. Pratyush Kumar, CEO G Co-founder, said, "We are very excited to announce our partnership with Razorpay, which enables the transition from conversation to checkout. As more real-world workflows move into conversational interfaces, the next step is enabling those conversations to actually complete actions." Madhusudhan Rao, CTO, Swiggy, said, "At Swiggy, our mission is to deliver unparalleled convenience to our consumers. After rolling out MCP integrations across our services, the next step was to make these experiences fully transactional. True accessibility means meeting users where they are, in the languages they speak. By leveraging Sarvam's sovereign models built for India's diverse linguistic landscape, alongside Razorpay's secure payments infrastructure, we are creating a distinctly India-first experience. Soon, users will be able to simply ask their AI assistant in their preferred language to order food or groceries, with the AI agent seamlessly handling discovery, ordering, and checkout." Finally, Sarvam's stack will be integrated into Razorpay's Agent Studio, enabling developers and businesses to create AI agents on the Razorpay ecosystem that can interact with customers in Hindi, Hinglish, and other Indian languages. This will make it easier for companies to deploy multilingual conversational agents. By bringing together conversational AI, multilingual voice interfaces, and trusted payments infrastructure, Razorpay and Sarvam are focusing on laying the foundation for a category of AI-native commerce experiences where everyday purchases can happen through simple conversations.