As artificial intelligence (AI) continues to evolve from basic automation to autonomous decision-making, agents AI-AI, capable of performing complex tasks with little or no human intervention, are gaining traction rapidly. Traditionally, it was an enterprise solution domain, but startups are now focusing on new frontiers, consumers.
Some companies, once focused purely on business-to-business (B2B) applications, are leveraging the burgeoning interest from everyday users, driven by digital adoption and increasing demand for intuitive, voice-enabled, and personalized services.
Last month, Bhavish Aggarwal's AI Venture Krutrim was released Kurtian agent AI platform for consumers that allows users to book taxis, order meals, pay invoices, generate images, and conduct in-depth research. With action agents, research modes and free image generation features, Kurti The aim is to bring AI autonomy to the hands of consumers.
Similarly, Fractal Analysis, a Mumbai-based AI startup known for its enterprise products CogentiqIt also moves towards the B2C space. Fractal's consumer agent products, etc. Vaidya ai (Health Assistant), Kalaido ai (17 Indian language text-to-image generator), and Marshallgoldsmith ai (coaching platform), all built on top of the Cogentiq engine. These tools are not just extensions, but act as early signals for a deeper shift from corporate workflows to personal utilities.
Agent AI's consumer curiosity is also riding the wave of widespread generation AI adoption. Generation models like CHATGPT have gained popularity for creating content based on input prompts, but Agent AI is taking it a step further by making decisions and acting on them.
“The growing demand for B2C agents in India is driven by a tech-savvy mobile-first population seeking faster, more intuitive, more intuitive and excessive digital experiences in everything from shopping and banking to healthcare and education.”
Gunani, part of India's mission to help develop large-scale language models for sovereigns, has recently been released inya aiits flagship consumer agent platform. “In the past few days, we have seen strong recruitment from a wide range of users, from developers experimenting with no-code workflows to business leaders looking to solve specific engagement challenges with strategic program managers, digital heads, and AI agents,” added Gopalan.
According to Gunani, inya It is multilingual, multimodal, designed to allow users to build intelligent voice or chat agents within 5 minutes without coding. “We believe that user behavior continues to change towards voice-driven experiences, especially in local and inadequate markets, and we believe that it has the potential to create a powerful potential for creating a deep, personalized, context-aware direct consumer offering,” Gopalan said.
Startups like Meritto, which currently offer tailored agent AI solutions for educational institutions, are also closely tracking the B2C space. Founder and CEO Naveen Goyal said, “I have a sense of curiosity when it comes to B2C agent AI in India. It's not just technology that drives interest, it's the complexity of navigating key services as consumers.
The merit is that by solving institutional problems, it will ultimately cascade to solve B2C audiences such as students, parents and the broader learning community. “We currently do not offer direct B2C agent products, but we are closely observing the evolving consumer situation. B2B institutions in India are not seeking 'AI'. They don't seek help with speed and consistency.
Industry experts point out that consumers are increasingly expecting immediate, human-like support across the platform, whether through voice assistants, chatbots or smart home devices. Gnani claims to be witnessing an increasing traction in solutions that allow for 24/7 customer engagement in local languages.
Use cases such as voice-driven customer support, AI-powered self-service, and conversational IVR are rapidly gaining acceptance in sectors such as banking, e-commerce, and telecom. The ability to be safe, emotionally intelligent and provide contextual responses is becoming an important differentiator in the consumer space.
According to Tracxn, India currently has 106 active agent AI companies. According to MarketResearchReports, the global market for Agent AI is projected to grow at a combined annual growth rate of 35% by 2029 from $282.9 billion in 2024.
