Fynd deploys AI-led commerce stack for Being Human Clothing

Fynd, the AI-native retail technology company backed by Reliance Retail Ventures Limited, has partnered with Being Human Clothing to power the brand’s end-to-end digital commerce and operations platform as it scales its D2C and marketplace business.

The partnership sees Fynd acting as a single technology and operations layer for Being Human Clothing, integrating order management, customer engagement, and catalog operations through its AI-driven commerce stack.

Being Human Clothing has implemented Fynd’s centralised Order Management System (OMS) to manage the full order lifecycle across its D2C website and multiple marketplaces. The platform enables automated order processing, fulfilment orchestration, cancellations, and returns, while maintaining operational stability during peak demand.

For customer engagement, the brand is using Kaily, Fynd’s AI-powered communication platform, to manage e-commerce support across WhatsApp, email, and chatbot channels, enabling automated and consistent interactions at scale.

“Brands today need a unified, intelligent operating layer that can scale with demand,” said Ragini Varma, Chief Business Officer at Fynd. “With Being Human, we’ve embedded AI and automation across commerce operations, customer experience, and catalogue management. The platform has demonstrated its ability to handle a six-fold spike in orders without operational stress.”

The fashion brand has also adopted Fynd’s AI-led catalogue stack, including AI Snap for AI-generated product images and videos, and AI PIM for faster catalogue enrichment, standardised product data, and continuous updates—reducing manual effort while improving speed and accuracy.

“As our digital commerce footprint expands, it was critical to work with a partner that could bring scale, stability, and intelligence to our operations,” said Vivek Sandhwar, Chief Operating Officer at Being Human Clothing. “Fynd has helped streamline order management, strengthen omnichannel customer engagement, and improve the quality and speed of our catalogue operations.”

Fynd said its platform enabled Being Human Clothing to manage elevated order volumes during peak seasonal sales with uninterrupted fulfilment and customer communication, reinforcing its role as a long-term technology partner for scalable, AI-led commerce operations.