Collaboration Overview

Pine Labs Limited announced a strategic collaboration with Google Cloud to advance agentic commerce in India, ensuring that every Indian merchant from established enterprises to tech-first SMBs can participate fully in agentic commerce.

Agentic AI Implementation

The collaboration will utilize Gemini-powered AI agents to create a unified ecosystem that bridges merchant operations, engagement, and payments infrastructure. Pine Labs will use Gemini Enterprise Agent Platform for catalog enrichment, search, and rapid build/deployment of custom commerce agents.

Key Components for SMBs

AI Ads Agent

  • Newly developed AI ads agent democratizes marketing by creating and placing high-quality ads across surfaces including Search, YouTube, and Pine Labs' POS devices
  • Delivers enterprise-level reach to SMB businesses

Jarvis Multi-Agent Platform

  • Pine Labs Issuing is building 'Jarvis', a multi-agent platform built on Gemini Enterprise
  • Streamlines operations by assisting merchants with program creation, system diagnostics, and customer support across the Woohoo platform

Three Barrier Solutions

The collaboration addresses three specific barriers for SMBs seeking to participate in agentic commerce:

1. Discoverability and Scalability

  • Pine Labs will offer India's SMBs the full customer acquisition stack built on Google Cloud's AI and data infrastructure
  • Includes AI-powered campaign management, digital presence tools, and customer targeting capabilities
  • Works across surfaces where customers already spend time

2. Payment Processing (P3P)

  • Pine Labs' P3P is the payment layer that makes transactions inside agentic flows real-time, compliant, and settled
  • Starts on UPI and expands across payment rails
  • Eliminates need for merchants to rebuild payment setup for new AI surfaces

3. Governance (Grantex)

  • Ensures every transaction flowing through the infrastructure is auditable
  • Meets India's financial regulatory requirements
  • Provides reliable infrastructure for banks and regulators

Technical Integration

The Pine Labs platform will offer native integration support for:

  • Universal Commerce Protocol (UCP)
  • Agent-to-Agent (A2A) frameworks
  • Enables seamless, cross-platform transactions

Leadership Commentary

B. Amrish Rau, CEO, Pine Labs

"Without the right platform, agentic commerce repeats a pattern India has seen before: new technology reaches the top of the market first, and small businesses wait. Pine Labs is creating the next generation of agentic commerce products so that does not happen."

"We're talking about the same rails, the same AI agents and the same access to credit, one commerce operating layer for every merchant. With Google Cloud, we're building the infrastructure layer that makes this real for every merchant in India."

Amit Kumar, Managing Director, Digital Natives Business, Google Cloud India

"Addressing the intricate requirements of this market demands a platform capable of deep, extensive scale, such as Pine Labs. By grounding Pine Labs' commerce layers in Google Cloud's secure, real-time AI and analytics infrastructure, we are empowering merchants throughout India with the tools needed to be discoverable, trusted, and fully active participants in agentic commerce."

Target Market Impact

The collaboration specifically targets India's 60 million small businesses, focusing on enabling tech-first, fast-growing merchants to compete on any surface through equal access to agentic commerce infrastructure.