Latest News
Amazon’s AI Shopping Assistant ‘Rufus’ Launches in India!
Online shopping more accessible than ever, platforms like Amazon offer consumers countless choices, but navigating these options can be overwhelming. To streamline the shopping journey, Amazon has introduced an AI-powered chatbot named Rufus. Currently in beta, Rufus is available to select Android and iOS users in India.
What is Amazon Moments?
Amazon Moments is designed to help users relive iconic moments from their favorite shows and movies by allowing them to save and share clips within the app. With movie and TV show scenes frequently shared on social media, Moments puts Netflix in the game by letting users highlight and circulate memorable content directly through the platform.
In a statement to Variety, Netflix actor Giancarlo Esposito expressed his enthusiasm for Moments, saying, “I know firsthand there’s something magical that happens when a powerful story finds its audience on Netflix. Suddenly everyone is captivated and can’t stop talking about it, and that passion just keeps compounding.” Netflix hinted that this is just the beginning for Moments, with “more features” planned to enhance the sharing experience.
How Does Rufus Work?
According to Amazon, Rufus can be accessed while using the mobile app. The new Rufus icon will appear in the lower right corner of the screen. Users can click on this icon to open a chat window where they can ask questions related to shopping needs, products, and comparisons. For example, users can inquire about specific products by asking questions like “What should I consider when buying a washing machine?” or “Should I choose a fitness band over a smartwatch?” Rufus will provide tailored recommendations based on user preferences.
User Experience
Creating a seamless shopping experience, Rufus allows customers to interact naturally with the app. Users can ask broad questions or seek specific product comparisons. For instance, if looking for a smartphone, Rufus can help filter options based on criteria like battery life, display size, and storage capacity.
Enhancing E-Commerce Engagement
With Rufus, Amazon aims to enhance viewer engagement and provide a more interactive way for fans to connect with the content they love. This new feature aligns with Amazon’s ongoing mission to make the shopping experience more social and accessible.
Limitations and Future Improvements
While Rufus performs well in many instances, there are some limitations. For example, when queried about WearOS smartwatches with high battery life, it recommended the OnePlus Watch, which was close but not the optimal choice. In other cases, it suggested discontinued models like the Asus Zenfone 9 when asked about smartphones with high battery life.
Despite these inaccuracies, Amazon encourages user feedback to improve Rufus over time. Customers can rate responses with thumbs up or down and provide additional comments to help refine the AI’s recommendations.
Competitive Landscape
Rufus’s introduction comes as other e-commerce platforms also enhance their AI capabilities. For instance, Flipkart has launched its own AI-driven assistant named Flippi, while Myntra has developed features like My Stylist in partnership with Microsoft. These developments indicate a growing trend among e-commerce giants to leverage AI for improved customer service and engagement.
Conclusion
Amazon’s launch of Rufus signifies a strategic move to enhance user experience through AI-driven interactions within its app. By allowing users to ask questions and receive tailored product recommendations, Rufus aims to simplify the shopping process amidst an overwhelming array of choices.
As this feature continues to evolve and expand its capabilities, it will be interesting to see how effectively it can compete with existing tools in the market and how it impacts consumer behavior in India’s rapidly growing e-commerce landscape. The ongoing feedback loop will be crucial for refining Rufus into a more reliable shopping assistant as it rolls out more broadly across user bases in India.
Latest News
Peak XV New Funds: $1.3B Commitment for India Startup Surge 2026
Peak XV Partners has launched three new funds totaling $1.3 billion, targeting India’s booming startup ecosystem. The lineup features the $600M Surge fund (8th edition) for early-stage ventures, a $300M Growth Fund for Series B+ scaling, and a $400M Acceleration Fund for rapid portfolio expansion. This commitment arrives as India’s VC inflows rebound, with AI and fintech leading 2026 trends.
These funds build on Peak XV’s legacy of backing unicorns like Zomato and Pine Labs, offering founders capital plus strategic guidance amid post-winter recovery. Early-stage deals surged 20% last year per Tracxn, positioning Peak XV to fuel the next wave of innovation in SaaS, climate tech, and consumer plays.
For startups eyeing Peak XV new funds or Surge fund 2026 applications, this signals prime opportunities. Investors and marketers should watch for deployment updates India remains a global VC hotspot.
Latest News
D2C Brand Neeman’s Raises $4 Million for Tier 2/3 Store Expansion & Eco-Friendly Shoes
Hyderabad, January 13, 2026 Neeman’s, India’s leading D2C footwear brand famed for sustainable shoes and patented PIXLL® technology, has raised $4 million from existing investors. This funding boosts its cumulative capital past $10 million since 2015, with a post-money valuation nearing $50 million. CEO Vijay Chahoria emphasized offline retail as the “next frontier,” planning 50+ new stores in Tier 2/3 cities like Jaipur and Lucknow to blend eco-friendly innovation with hands-on customer experiences.
In India’s booming D2C ecosystem where footwear sales hit ₹1.2 lakh crore in 2025 Neeman’s targets hybrid retail amid high online CAC and 25-30% returns. Backed by vegan, machine-washable shoes priced ₹2,000-4,000, the brand leverages PIXLL® (5x more breathable than leather) for carbon-neutral comfort. Recent 5x revenue growth to ₹100 crore ARR, 1M+ pairs sold via Myntra and stores, and awards at India D2C Summit 2025 position it ahead of rivals like Paaduks.
Neeman’s offline expansion India eyes the $15B sustainable footwear market by 2028, fueled by PLI schemes, Gen Z’s 70% eco-preference (Nielsen), and Southeast Asia exports. Challenges like real estate costs are offset by data-driven inventory and omnichannel QR tech. Watch for Q1 2026 launches in Hyderabad and Bengaluru redefining D2C success through authentic, “Wear the Change” branding.
Latest News
Centre Mulls Revoking X’s Safe Harbour Over Grok Misuse
The Centre is weighing the option of revoking X’s safe harbour status in India after its AI chatbot Grok was allegedly misused to generate and circulate obscene and sexually explicit content, including material seemingly involving minors. The IT Ministry has already issued a notice to X, directing the platform to remove unlawful content, fix Grok’s safeguards, act against violators, and submit a detailed compliance report within a tight deadline. If the government finds X’s response inadequate, it could argue that the platform has failed to meet due‑diligence standards under Indian law, opening the door to harsher action.
Under Section 79 of the IT Act, safe harbour protects intermediaries like X from being held directly liable for user‑generated content, provided they follow due‑diligence rules and promptly act on legal takedown orders. Revoking this protection would mean X and its officers could be exposed to criminal and civil liability for obscene, unlawful, or harmful content that remains on the platform, including AI‑generated images from Grok. This prospect significantly raises X’s compliance risk in India and could force tighter moderation, stricter AI controls, and more aggressive removal of flagged posts.
The Grok episode also spotlights the regulatory grey zone around generative AI, where tools can create harmful content at scale even without traditional user uploads. Policymakers are increasingly questioning whether AI outputs should still enjoy the same intermediary protections as conventional user posts, especially when they involve women and children. How the government ultimately proceeds against X over Grok misuse could set a precedent for AI accountability, platform responsibility, and safe harbour interpretation in India’s fast‑evolving digital ecosystem.

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