e-commerce
Try and buy gets a tech glow up with Black’s virtual fashion mirror
MUMBAI: Why try when you can tap? With a flick of the screen and a dash of AI, Black, the fashion-first app from Kiranapro is turning your phone into a mirrorless fitting room. And with its latest acquisition of Likeo, things just got a whole lot more immersive. Kiranapro, India’s fully ONDC-integrated, AI-powered quick commerce platform, has zipped up a deal to acquire Likeo (likeo.me), a startup specialising in augmented reality–powered virtual try-ons. The strategic acquisition is stitched neatly into the rollout of Black, Kiranapro’s fashion-forward commerce app tailored for Gen Z, transforming shopping into a tech-fuelled playground of self-expression.
With Likeo now in the closet, Black becomes India’s first app to offer a cross-category, AI-powered virtual trial room spanning apparel, jewellery, and eyewear. It’s a swipe, snap, and strut solution that replaces dressing room dilemmas with hyper-personalised, confidence-boosting previews.
The acquisition also sees Likeo founder & CEO Saurav Kumar take the reins of AI and visual computing at Kiranapro, steering Black’s evolution into a tech-tuned fashion juggernaut. “We’ve always believed virtual try-on can remove hesitation and bring confidence to the online purchase journey,” said Kumar. “With Black, we finally have a canvas to scale this to millions.”
The Likeo-powered trial room begins its runway rollout in the coming weeks, with early access opening for fashion and accessories. Designed to reduce return rates and elevate the joy of discovery, the feature transforms scrolling into strolling digitally, of course. From couture to casual, Black users can now see it, style it, and strut it virtually before they ever hit ‘buy’.
Kiranapro founder and CEO Deepak Ravindran, called the acquisition “a bold step” in reinventing online shopping. “Black is not just an app, it’s a cultural movement,” he said. “Likeo’s tech allows us to give users a mirrorless shopping experience that’s deeply personal, fun, and frictionless.”
The move cements Kiranapro’s twin strategy digitally empowering India’s local kirana network via ONDC on one end, while elevating e-commerce experiences for Gen Z on the other. With AI as the backbone and cultural cool as the vibe, Black positions itself as more than just a shopping app, it’s fast becoming India’s most stylish tech experiment.
So if your fashion wishlist needs a test drive, Black’s new fitting room won’t just show you the look, it’ll help you own it, without ever leaving your screen.
e-commerce
ITC Sunfeast, Zepto host mango-themed experiential ‘Paglu Party’
Event blends Alphonso desserts, DIY sessions and interactive formats
MUMBAI: When mango season peaks, some savour it others go full ‘paglu’. ITC Sunfeast Baked Creations, in collaboration with Zepto, turned summer indulgence into an immersive brand experience with its ‘Mango Paglu Party’, a high-energy, mango-themed event designed to blur the line between dessert and discovery. Built around the brand’s ‘Mad Over Mangoes’ universe, the space leaned into a sensory overload bright, playful and unapologetically mango-drenched. From curated installations to social-first corners, every element was designed to be as shareable as it was experiential.
At the centre of the celebration was the fruit itself, elevated into a menu crafted using fresh, carbide-free Alphonso mangoes sourced by Zepto. The spread ranged from a flaky Mango Pista Kouign Aman to Mango Coconut Serradura Pudding and a Mango Mascarpone Cake, balancing indulgence with seasonal freshness.
But this was not a passive tasting affair. Guests were drawn into the experience through interactive formats, including a DIY dessert session led by the brand’s chef, where attendees created classics like Mango Tres Leches. Zepto chief business officer Chandan Mehndiratta also joined the session, adding a touch of brand personality to the proceedings.
A quirky highlight came in the form of the ‘Aam Paglu Prescription’, a playful, doctor-themed concept that positioned mango indulgence as the only “treatment” worth taking, turning a simple insight into a memorable activation.
The event built up to a theatrical finale, with the crowning of the ‘Aam Paglu of the Day’ followed by the cutting of an oversized mango-shaped Mango Mascarpone Cake, closing the experience on a high note.
More than just a seasonal showcase, the Mango Paglu Party reflects a broader shift in brand storytelling, where products are no longer just consumed, but experienced. For ITC Sunfeast Baked Creations and Zepto, mango season was not just about flavour, it was about creating a moment that audiences could step into, engage with and, quite literally, devour.
