Brands
Fabelle crafts personalised Rakhi chocolates using AI for siblings
MUMBAI: Why gift socks or a last-minute card, when you can gift nostalgia, inside jokes, and a sprinkle of AI wrapped in chocolate? This Raksha Bandhan, Fabelle Exquisite Chocolates, the luxury brand from ITC Ltd., is out to rescue brothers from the tyranny of generic gifting. Enter #WorthTheOne, a personalised chocolate experience that blends tech, taste, and tender sibling chaos into one deliciously curated box.
Every year, brothers scramble for something anything that says “I care” without screaming “I forgot.” But Fabelle’s new offering changes the game by transforming the bond between siblings into an edible, handcrafted, AI-curated keepsake.
Here’s how it works: head to the worththeone.com website and take a fun, slightly nosey sibling compatibility test. Based on your answers covering everything from who’s the overachiever to who hogs the remote, an AI engine analyses your emotional dynamics, quirks, rivalries, and affections. This data is then used to customise a box of luxury truffles that reflect your sibling equation.
And this isn’t your average Rakhi chocolate box. Each #WorthTheOne box features 20 bespoke truffles in five unique flavours, all handcrafted by ITC’s Master Chocolatiers using cocoa sourced from across the globe. From the nostalgia-drenched Saffron Rasmalai Truffle to the exotic Ruby Hazelnut Gianduja, every flavour represents a different layer of the sibling bond sweet, spicy, dramatic, and heartwarming.
“No two boxes are the same,” says ITC Foods vice president and head of marketing for chocolates, coffee and confectionary Anuj Bansal. “This is not just a gift; it’s an experience. We’re using AI to convert memories, quirks, and emotional textures into something luxurious, handcrafted, and deeply personal.”
Even the packaging gets the personalised treatment. Every box comes tailored with the sibling’s names and relationship traits subtly worked into the design. The result? A gift that doesn’t just sit on a shelf, it tells a story.
Fabelle has consistently positioned itself at the intersection of craft, luxury, and emotion. With #WorthTheOne, it’s doubling down on its philosophy by bringing storytelling and technology into the confectionary fold.
From the moment the AI curates the flavours to the time the first bite takes you back to a shared childhood prank, #WorthTheOne is built to make your sibling say, “Okay, fine, you’re my favourite this year.”
As Rakhi traditions get a gourmet upgrade, Fabelle proves once again that chocolate isn’t just sweet, it’s smart, stylish, and deeply sentimental.
Brands
MakeMyTrip partners with OpenAI to boost AI-powered travel planning
Conversational AI now guides travellers from inspiration straight to booking
GURUGRAM: MakeMyTrip, India’s leading online travel company, has teamed up with OpenAI to bring a fresh twist to AI-driven travel planning. The collaboration integrates OpenAI’s APIs into MakeMyTrip’s app, making it easier than ever for travellers to move from chatting about dream trips to booking them.
The move centres around MakeMyTrip’s Myra interface, a GenAI trip planning assistant that now handles over 50,000 conversations a day in languages ranging from English and Hindi to Tamil, Telugu and Bengali. Myra helps travellers explore options, create itineraries and book flights, hotels and extras without the usual hassle of searching and filtering.
MakeMyTrip co-founder and group CEO Rajesh Magow said, “With OpenAI, we turn curiosity into confident decisions. When travellers start their journey through conversation, MakeMyTrip becomes a seamless extension of that discovery process. AI combined with our travel data makes it possible to deliver personalised, bookable options at scale.”
OpenAI managing director- international Oliver Jay added, “MakeMyTrip is showing how AI can make travel planning feel more like a conversation than a chore. Advanced AI isn’t just about back-end efficiencies, it’s about transforming the way travellers experience and engage with the platform.”
MakeMyTrip has long invested in AI across the travel lifecycle, from inspiration and discovery to booking and post-sales support. Nearly half of Myra’s queries now come from tier-2 and smaller cities, and voice interactions are booming outside metros, making AI travel assistance more accessible than ever.
With this partnership, MakeMyTrip is not just keeping up with AI trends, it’s aiming to lead the way, turning every traveller’s whim into a smooth, bookable adventure.
