IKEA India, Myntra and Tanishq tap AR as immersive shopping gains traction
India’s growing immersive-media ecosystem is pushing retailers to use AR for product discovery, virtual try-ons and branded experiences. While VR and AR monetisation remains limited by expensive hardware, the tools are emerging as engagement layers for showroom and digital commerce.
What happened
India’s immersive-media momentum is prompting brands including IKEA India, Myntra and Tanishq to use AR for interactive shopping. Experts say VR/AR monetization
Why this matters
Target partnerships or acquisitions in AR commerce platforms, 3D product-content tooling and analytics providers that can serve IKEA-, Myntra- and Tanishq-style deployments across digital and physical retail.
What to watch
- Reported conversion uplift or return-rate reduction from AR-enabled listings.
- Retailer investment in 3D catalogs, digital twins, product-information management and spatial-content teams.
- Marketplace and social platforms introducing native AR shopping placements in India.
- Lower-cost smartphone depth sensing, improved mobile rendering and wider 5G/device penetration.
- Evidence of AR-linked showroom appointments, store footfall or associate-assisted sales.
- VR headset price declines or enterprise showroom deployments that make headset use economically viable.
- Build reusable 3D product-asset pipelines, starting with high-consideration and visually configurable SKUs.
- Instrument AR journeys against conversion, return rates, dwell time, assisted-sales attachment and store visits rather than engagement alone.
- Connect web/app AR experiences to store inventory, appointment booking, saved designs and associate handoff.
- Use AR first where physical trial or spatial visualization is difficult: furniture, modular kitchens, jewellery, eyewear, cosmetics and premium fashion.
- Partner with marketplaces, device platforms and immersive-content vendors to lower development costs and expand distribution.