Tata Digital-owned bigbasket partners OpenAI, NPCI, and Razorpay to pilot conversational grocery shopping with in-chat UPI payments
Tata Digital-owned grocery platform Bigbasket has become the first Indian company to enable conversational quick commerce through ChatGPT’s new Unified Payments Interface (UPI) integration, allowing users to search, select and purchase groceries directly within the ChatGPT interface.
The feature integrates product discovery and payment in a single conversational window, marking a new phase in India’s retail-tech innovation.
The initiative forms part of a pilot programme by OpenAI, in collaboration with the National Payments Corporation of India (NPCI) and fintech firm Razorpay. Announced at OpenAI’s DevDay 2025 conference, the project introduces Agentic Payments, a system that allows users to complete transactions within ChatGPT without being redirected to external apps or websites.
Using natural-language prompts, customers can ask ChatGPT to create grocery lists from Bigbasket’s catalogue, view prices, and complete payments through Razorpay’s UPI interface. The pilot also incorporates new UPI capabilities such as UPI Circle and UPI Reserve Pay, which support delegated and pre-authorised payments for select merchants.
Razorpay has built the merchant integration layer, while Axis Bank and Airtel Payments Bank provide backend banking support. The system operates with multi-factor authentication to ensure security and user consent at each transaction stage.
India currently processes more than 20 billion UPI transactions a month, making it the world’s largest real-time payments network. OpenAI said the collaboration aims to combine India’s digital payments infrastructure with conversational AI to test new e-commerce use cases.
“Through this integration, customers can now search for grocery items, receive intelligent product suggestions, and complete their purchases from Bigbasket without leaving the chat. The experience is designed to make everyday grocery shopping more intuitive, frictionless, and accessible, all within a natural conversation flow powered by AI”, said Preeti Jain, Head of Product and Design, Bigbasket.
The integration aligns with Bigbasket’s efforts to strengthen its quick commerce business, BB Now, amid intensifying competition from Blinkit, Swiggy Instamart, and Zepto.
The company reported a consolidated net loss of Rs 2,006.8 crore in FY25, up 42 per cent year-on-year, while revenue declined 2 per cent to Rs 9,866.7 crore. Marketing expenses rose as the company expanded its 10-minute delivery network across major cities.
