Why Indian Businesses Are Falling In Love With Augmented Reality

Rajesh Sood, an advertising professional, was looking to purchase his own home. However, he always felt it difficult to devote required time to do proper physical research. His problem was solved with a new augmented reality tool. It allowed him to walk up stairs the future room, wade through the master bedroom, and look the park view from the balcony. The technology allowed him to see a 360 degree of everything inside the home.

Image: Ikeya augmented reality feature
Image: Ikeya augmented reality feature

And not only the home, but he could even check the furniture from the every conceivable scenario.

It’s the future of technology. In the United States, the technology has already created ripples and has reached a certain stage, but in India, the trend has just arrived.

SmartVizX, founded by Tithi and Gautam Tewari, is a pioneer of the augmented reality technology in India. Though it’s limited to real estate and furniture, but they see its applications in various other sectors.

The company has executed a project for design visualization and architecture for Bangkok- based Rockworth and HNI Corp—which is the second largest office furniture manufacturer company in the United States.

“We want to master VR as a technology and not limit it to just architecture or any one industry,” says Gautam Tewari in an Economic Times news report.

Why augmented reality is considered the future of technology

The advantage of the augmented and virtual reality technology is that it adds a whole new level of experience. This means you can visit your dream flat even before it comes into existence.

[Tweet “The technology has even made this possible to visualize the flat in sunlight, afternoon, and evening. The next phase of technology will be when programmers will add the effect of the wind, mist, and the smell.”]

The company has been able to create a buzz, and it has been now in a position to choose its investors.

But its  cautious about choosing its investors. They don’t just want investors, but someone who can be a growth partner in a long run. “We want to partner with the right profile of investors, someone who will bring in intellectual capital and domain expertise, apart from just money,” says Tithi, SmartVizX director.

SmartVizX has now modeled itself along the line  of California-based WorldViz which is one of the most promising virtual reality companies in the world.  The company is trying to make its product platform independent—you can access it on mobile, laptop, and tablet.

India has started falling in love with the augmented reality technology

Indian businesses have started falling in love with augmented reality. They now understand that it can act a major product differentiator. The product may be used in travel industry, real estate, online shopping, real estate, auto, and in entertainment.

Real Estate portal, commonfloor.com, has launched Commonfloor Retina which is India’s first such initiative in the field of immersive experience. At present, company has established 4 centers in Bangalore from where buyers can get the first-hand experience of augmented realty in the real estate market.

This is the start, and company like SmartVizX has potential to transform the market. It will also have the first mover advantage. Though many other players are also entering in the space, but there is an ample space in the market.

Homelane.com with its product Kaleido is creating ripples in the market, but it is focusing on the home furnishing segment. It uses Google cardboard to provide its users immersive experience.

Trillenium is another company who is also planning to come up with its product that will be more geared towards the consumer market. It is modeling the product on the line of Facebook’s Occulus Rift virtual reality headset.

Joining the bandwagon

Ecommerce will be the real catalyst, and businesses understand its potential anybody else. SapientNitro, a Noida-based software firm, with virtual reality developers Sixense has created a platform through which users can virtually browse shoes. The platform aims to provide more personalized shopping experience.

Indian market is in the nascent stage, and it will take some time before it really matures. As of now, there are limited number of companies in this domain, but no doubt more will join the bandwagon.

Interesting thing is that many of these companies are working in the real estate domain. 3D Yantram Animation Studio is a good example which can be a potential rival of SmartVizX.

The company currently offers four types of solutions which is—exterior realty, interior realty, floor-plan realty, and Oculus Rift VR. It has created a augmented reality real estate app.

Imaginate Software Labs, a Hyderabad based company, has created a virtual dressing room—enter your size and check the fittings of differents textle brands.

“All of these developments look exciting and they will surely change the way Indians shop.” says Vishal Vivek, CEO of Seo Corporation, a leading mobile application company in Delhi.

Image: 360° view of tall buildings in Hong Kong

Teli Brahma, an entrepreneur, saw a huge opportunity in the mobility space and launched an augmented reality (AR) platform IntARact enables users to focus their phone cameras on objects (both 2D and 3D) and receive brand defined advertisements.

Considering the growing craze of online shopping, businesses understand the importance of enhanced user experience. So they are depending on the augmented reality technology. The business model of these VR startups is geared more towards enterprises.


Chief Content Strategist

An active journalist and blogger with more than a decade of experience. He has worked with various national and international publications. Sharing behind the curtain news is his passion.

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