Pine Labs and Google Cloud Launch Agentic Commerce for India

Pine Labs Limited and Google Cloud have launched a strategic collaboration to implement agentic commerce for small and medium businesses in India. The partnership utilizes the Gemini Enterprise Agent Platform to create a unified ecosystem for merchant operations, engagement, and payments, aiming to prevent a digital divide by giving smaller merchants the same AI infrastructure as large enterprises.

The initiative introduces an AI ads agent to democratize marketing across YouTube and Search, alongside a multi-agent platform called Jarvis. Jarvis is designed to streamline customer support and program creation on the Woohoo platform. To support these operations, Pine Labs is deploying its P3P payment layer for real-time settlement and Grantex for regulatory auditing.

Company leaders emphasized the need for inclusive infrastructure. B. Amrish Rau noted that the shift to AI-driven buying is already underway and questioned whether India's 60 million small businesses would be included from the start. Amit Kumar stated that grounding commerce layers in Google Cloud's infrastructure empowers merchants to be discoverable and active participants in agentic commerce.