Google Cloud pushes Gemini deeper into India’s businesses

Google Cloud is expanding its push into agentic AI in India through partnerships that demonstrate how AI is moving from assistance to action.

At its first ‘Let’s Talk AI’ media tour stop in Bengaluru on Thursday, the company highlighted collaborations with boAt, Cropin and Pine Labs across consumer hardware, agriculture and commerce.

Together, they showed Google Cloud’s strategy of pairing its Gemini AI models with sector-specific data, devices, software and payment infrastructure.

The company’s broader pitch is built around an integrated AI stack, including infrastructure, local processing for its latest Gemini models, and Gemini Enterprise, its platform for deploying AI agents.

“As Indian organisations move beyond pilots to rethink how work gets done, they need sovereign flexibility alongside trusted models and enterprise-grade platforms,” said Amit Kumar, Managing Director of Digital Natives Business at Google Cloud India.

The company said Google Cloud customers adopting AI products use 1.8 times as many products on an average compared to customers that do not.

What the partnerships are working on

Google Cloud is working with boAt's parent company Imagine Marketing on Crest AI, boAt's platform for next-generation audio devices. Gemini Live is intended to enable conversational voice interactions, while the broader experience supports functions including translation and selected Google Workspace tasks.

Cropin offers a different use case. Its Sage platform, originally launched in 2024, uses Gemini alongside agricultural and geospatial data to answer questions about crops, climate and food production.

Pine Labs is most directly connected to agentic commerce. Its collaboration with Google Cloud is aimed at helping India’s stated 6 crore small and medium businesses participate in AI-led buying. An AI advertising agent will help merchants create campaigns across Search, YouTube and Pine Labs' point-of-sale devices, while Jarvis, a multi-agent system built on Gemini Enterprise, is intended to assist with merchant operations and customer support.

On the payment side, Pine Labs said its P3P layer can handle transactions within an agentic flow, initially through UPI, while the Grantex protocol is designed to make transactions auditable and aligned with Indian financial regulatory requirements. Pine Labs also plans support for Universal Commerce Protocol (UCP), an open standard developed by Google to allow AI agents and commerce systems to exchange information across the shopping journey.

Google introduced UCP in January 2026 and later added support for real-time product information, carts and identity linking. At the Google I/O event in May, it introduced Universal Cart, designed to connect shopping activity across Search, Gemini, YouTube and Gmail. Mastercard demonstrated an authenticated agentic-commerce transaction in India in February, while Visa announced a collaboration with OpenAI in June to support Visa payments within agentic commerce.

Google is also building the supporting enterprise machinery alongside these partnerships. The company is expanding its Forward-Deployed Engineer organisation in India, placing Google AI specialists within customer environments to help move projects into production. Gemini Enterprise has also been expanded with support for long-running agents and centralised governance.

The wider question is whether AI agents can operate reliably enough to handle real-world tasks and transactions. Google Cloud is addressing this challenge through governance, cost controls, security and infrastructure, apart from refining its models. India is becoming an increasingly important deployment market for Google as far as agentic AI is concerned.

Last year, Google Cloud said it was expanding local AI hardware capacity using its AI Hypercomputer architecture and Trillium TPUs, allowing customers to train and serve Gemini models in India. The company operates cloud infrastructure regions in Mumbai and Delhi.