The Indian startup ecosystem is witnessing a seismic shift and at the center of it are AI agents, quietly revolutionizing how brands operate and scale. In a recent episode of the India’s Golden Moment podcast, Ananth Narayanan (Ex-Myntra CEO) shared powerful insights on how purposeful AI-driven automation is shaping the future of D2C brands in India. Here’s a closer look at what he’s building, how it works, and why it matters.
How Brands Are Using AI Agents Today
Ananth explains that his company has implemented internal AI agents across several key business functions. Far beyond the buzz, these tools deliver real operational impact:
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Ad Agents:
Manage and optimize online ad campaigns 24/7, analyzing performance data, adjusting bids, and scaling reach across global markets automatically. Human teams no longer need to manually tweak parameters or scramble for the global time zone edge. -
Pricing Agents:
Dynamically update product prices using a blend of real-time market data (from platforms like Amazon and Helium 10), sales volumes, and competitive signals. Pricing becomes scientific, responsive, and precise no more relying solely on gut feeling. -
Demand Forecasting Agents:
Plan inventory for thousands of SKUs, aligning supply with predicted demand and minimizing waste. These agents take the guesswork out of one of retail’s trickiest challenges. -
Reconciliation Agents:
Automate the tedious workflow of settling claims and reconciliations with e-commerce platforms, a high-frequency process prone to errors if done manually.
The result: reduced operational costs, faster scaling, and teams free to focus on creative and strategic initiatives.
Beyond Automation: The Vision for AI Agents
According to Ananth, the impact of AI agents isn't limited to back-office efficiency. He paints a compelling vision for the future:
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Every core business function from product development to ads, pricing, demand planning, and collections will have its own specialized AI agent.
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Consumers themselves will own personal shopper agents. These agents will interact directly with brands’ AI agents, creating a frictionless commerce experience.
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This means the traditional layers between brands and consumers will shrink, giving rise to a direct conversation between AI agents on both sides.
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The opportunity exists to build India’s “next big Shopify” a stack of modular, business-ready AI agents powering global Indian brands.
Why This Matters for India and the World
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Scalability:
With AI agents, Indian brands can operate globally, round the clock, with minimal incremental human effort. -
Innovation:
Freed from repetitive tasks, teams can focus on judgment, new ideas, and differentiation. -
Competitive Edge:
Scientific decision-making at speed gives brands a real edge in crowded markets. -
Born-in-India Solutions:
The next wave of automation products reconciliation agents, ad agents, price optimization tools, and more can be built in India, exported globally, and help create truly international Indian brands.
Conclusion
AI agents are transitioning from “buzzword” status to game-changing business tools in India’s brand landscape. As Ananth Narayanan points out, the brands that embrace purposeful, targeted AI automation stand to lead both locally and globally. The golden moment is here and it belongs to those who build, adopt, and reimagine the possibilities.
What do you think? Is your brand ready for the AI agent revolution? Share your thoughts in the comments!