KiranaPro, a quick commerce platform integrated with the Open Network for Digital Commerce (ONDC), has acquired augmented reality startup Likeo in an all-stock transaction valued at $1 million. This strategic move aims to enhance BLACK, KiranaPro’s fashion-focused app tailored for Gen Z shoppers, by integrating virtual try-on capabilities across categories such as apparel, jewelry, and eyewear.
KiranaPro’s Acquisition of Likeo: A Strategic Move
The acquisition brings Likeo’s visual computing and AI-driven trial room experience into the BLACK app interface, positioning it as the first in India to offer integrated, AI-powered virtual fittings. The feature is expected to roll out to users in phases over the coming weeks, starting with early access for fashion and accessories.
By blending visual discovery with personalization, KiranaPro aims to reduce product returns and increase customer satisfaction. As part of the deal, Likeo’s founder and chief executive, Saurav Kumar, will join KiranaPro’s leadership team to spearhead initiatives across AI and visual computing—areas central to BLACK’s growth.
“BLACK is not just an app—it’s a cultural movement,” said Deepak Ravindran, founder and CEO of KiranaPro. “Likeo’s tech allows us to give users a mirrorless shopping experience that’s deeply personal, fun, and frictionless. With Saurav joining us, we’re doubling down on AI and visual intelligence to redefine how Gen Z discovers and shops online.”
The Rise of Virtual Try-On Technology in E-Commerce
Virtual try-on technology is revolutionizing the e-commerce landscape by allowing consumers to visualize products on themselves before making a purchase. This innovation addresses common online shopping challenges, such as uncertainty about fit and appearance, which often lead to high return rates.
Several companies have successfully implemented virtual try-on features:
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Tryona offers a personal virtual fitting room experience, enabling users to see how clothes look on them before buying. (tryona.com)
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Kolors Virtual provides AI-powered virtual try-on technology that adapts clothing to various body types, preserving fabric textures and fit. (kolorsvirtual.com)
- StyleScan enables brands to generate high-quality on-model images using AI, allowing customers to visualize outfits on models with ease. (apps.shopify.com)
These advancements highlight a growing trend in the fashion industry towards more interactive and personalized online shopping experiences.
Implications for Gen Z Shoppers
Gen Z consumers, known for their preference for digital-first and interactive experiences, are likely to embrace virtual try-on features. This demographic values authenticity and personalization, making technologies that offer realistic and individualized shopping experiences particularly appealing.
By integrating Likeo’s AR capabilities into BLACK, KiranaPro is tapping into this demand, offering a shopping experience that aligns with the expectations of tech-savvy young consumers.
Future Prospects for KiranaPro and BLACK
KiranaPro, founded by Deepak Ravindran, operates on a no-commission, ad-led model and offers 10-minute delivery services to kirana stores. The startup has positioned itself as a tech-first enabler for neighborhood retailers while simultaneously building direct-to-consumer interfaces like BLACK for vertical commerce.
The integration of Likeo’s technology into BLACK aligns with a growing demand for more interactive and expressive online retail environments, particularly among younger consumers accustomed to video-first and image-rich digital interactions.
“This partnership gives us the platform to reach a larger audience,” said Saurav Kumar. “We’ve always believed virtual try-on can remove hesitation and bring confidence to the online purchase journey. With BLACK, we finally have a canvas to scale this to millions—making shopping more playful, expressive, and real.”
KiranaPro plans to expand the Likeo-powered feature set across more verticals in the coming months, indicating a commitment to continuous innovation in the e-commerce space.
Conclusion
The acquisition of Likeo by KiranaPro marks a significant step in enhancing the online shopping experience for Gen Z consumers. By integrating advanced AR technology into the BLACK app, KiranaPro is not only addressing common e-commerce challenges but also setting a new standard for interactive and personalized shopping in India.
As virtual try-on technology continues to evolve, it will be interesting to see how other retailers adapt to meet the changing expectations of digital-native consumers.
