Last year, when Amrutha Valli launched  TryB4UBuy, an experiential video commerce  solutions company that allows customers to experience products through augmented reality (AR) and AI, she trained her lens on a challenging segment: traditional jewellers. “This group has been conservative and resistant to embracing digital technology. They were not even aware of what having a digital presence involved,” says Valli, technology evangelist and security consultant, who has more than two decades of experience with firms like Wipro and Tata Docomo. But the Coronavirus pandemic-induced lockdowns ushered in a change in mindset. With second and third generations of families now taking over the business, the atmosphere was fertile for tech innovations to be accepted. 

Valli’s brand offers tech solutions that replicate the physical shopping experience online. Using AR face detection, the potential product snaps onto the user’s face. It then moves and resizes proportionally to accommodate user movement.  “The moment someone spends time online trying out jewellery, the merchant sees traffic increase. They try style and are naturally tempted to try more.”