The challenge
Conversion across Reliance Retail's digital surfaces lagged behind in-store, and product discovery in regional languages was thin. Order operations across five cities ran on a stitched mix of OMS instances, which meant edge cases ended up in shared inboxes rather than getting resolved on the channel they came in on.
How we approached it
Ajuni put Asha on the discovery surface for eight Indian languages and Mira on outbound order operations, with both agents hanging off the existing JioMart catalogue and OMS. The deployment ran on Reliance's own cloud footprint with WhatsApp Business as the primary off-site channel.
Outcomes in production
- 28% lift in conversion across active discovery surfaces
- 8-language coverage rolled out simultaneously
- Order-ops cases resolved on origin channel
- 5-city rollout completed inside the engagement window
- Outbound ops cadence automated end-to-end
Stack & guardrails
Integration & deployment
- Reliance cloud · India
- JioMart catalogue API
- OMS integration · 5 cities
- WhatsApp Business API
- Claude Sonnet 4 · API
- IndicTrans2 language pack
Compliance & audit
- DPDP Act 2023
- PCI-aware redaction
- ISO 27001
Timeline
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Week 0–2
Catalogue + OMS map
Discovery surface and 5-city OMS topology mapped with retail platform team.
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Week 3–5
Language pack tuning
Eight Indian languages tuned against catalogue and historical chat data.
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Week 6–8
Single-city pilot
Asha and Mira ran live in one city under daily conversion review.
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Week 9–11
5-city scale-out
Rollout extended across all five cities with channel-level CSAT tracking.
