Nykaa plugs into ChatGPT, making catalogues shoppable inside OpenAI's app for India
Multi-year pact lists Nykaa Beauty and Nykaa Fashion as connected apps on ChatGPT, opening a conversational discovery channel for Indian shoppers. Nykaa will also embed OpenAI tools across customer-facing journeys and back-end operations, signalling a serious bet on AI-led retail.
What happened
Nykaa has signed a multi-year deal with OpenAI to list its beauty and fashion catalogues as connected apps on ChatGPT for Indian users, while deploying OpenAI's
Why this matters
OpenAI's connected-apps push is now a live channel for Indian retail, raising urgency to lock similar partnerships before category rivals (Myntra, Tira, Purplle) close their own ChatGPT or Gemini integrations.