Nykaa has entered a multi-year partnership with OpenAI to integrate its beauty and fashion catalogue directly into ChatGPT, marking a significant step toward conversational commerce in India. Under the collaboration, Nykaa Beauty and Nykaa Fashion storefronts will be available as connected apps within ChatGPT, allowing users to discover products through natural, AI-driven conversations. The integration is powered by OpenAI’s Agentic Commerce Protocol, which enables product discovery and transactions within conversational interfaces. Beyond customer-facing features, the partnership extends to Nykaa’s internal operations, as the company plans to deploy OpenAI’s models and AI tools across functions such as marketing, customer support, legal, finance and supply chain. While financial details of the agreement remain undisclosed, the companies indicated that the collaboration will roll out in phased milestones over multiple years. With more than 55 million online customers and over 300 physical stores, Nykaa is leveraging this partnership to expand its omnichannel strategy and tap into evolving consumer behaviour shaped by AI adoption.