Mixed Reality Startup Xtendr Is Reinventing How Brands Connect with India's Consumers
Xtendr has powered the mixed reality experiences of more than 70 global brands using its unique take on augmented reality and virtual reality.
On a sweltering summer afternoon in South Delhi, a sudden downpour offers a welcome break from the city's relentless heat. Inside a quaint café, I am in deep conversation with two cerebral entrepreneurs, punctuated by the sounds of rain tapping against the windows. Anurag Sachdeva and Neha Agarwal are not here for idle chit-chat. The founders of Xtendr, a mixed-reality startup, are plotting a silent revolution in how brands engage with consumers across India and beyond.
"We started Xtendr four and a half years ago," says Sachdeva, a stocky executive in his mid-40s who is bustling with energy and enthusiasm. Before venturing into entrepreneurship, Sachdeva was a senior executive at Rovio, the Finnish maker of the globally popular Angry Birds games. This wasn't the first time I had interacted with him after numerous run-ins over the years.
Now, he's teamed up with Agarwal, his younger, dynamic partner, who brings a fresh perspective and sharp entrepreneurial instinct. Her background with global entertainment and content giants like Disney and Warner, coupled with her gaming experience from the Pokémon team, created a perfect storm. Together, they are driving Xtendr with a vision that's as bold as it is ambitious: to move consumer engagement from two-dimensional screens into an immersive, three-dimensional experience. The two sat down with me for an exclusive interview with BW Businessworld.
Xtendr's origin story begins with a fundamental observation: while humans live and experience life in 3D, most digital interactions remain trapped in a flat, 2D world. "How do we make this transition from 2D to 3D?" Sachdeva asks, his voice rising with the intensity of someone who has spent countless hours pondering this question.
"We wanted to explore how technology could enhance the way brands interact with consumers, not just in India but across Southeast Asia and the Middle East."
Over the past few years, Xtendr has worked with over 70 brands, from India to Southeast Asia and the Middle East, to bring this vision to life. Their clients include global heavyweights like Red Bull, Coca-Cola, ITC, ISRO, and Unilever, all eager to explore new ways of connecting with their audiences in a rapidly evolving digital landscape.
"Humans are inherently designed to interact with things," says Agarwal, who heads consumer experiences at Xtendr. "We wanted to bridge the gap between how consumers interact with brands and how brands, in turn, engage with them." Xtendr's solution? Intelligent engagement through augmented reality — a way to make everyday products come alive, narrating their stories directly to consumers.
"In the real world, objects don't talk," Sachdeva adds with a smile. "But in the next dimension, they can." Xtendr aims to make this possible by using technology to create interactive experiences that are far richer than anything a flat screen could offer.
Xtendr's approach centres around the concept of "intelligent engagement," a philosophy that goes beyond traditional advertising methods. "We're not just pushing information at people; we're inviting them into a conversation," explains Agarwal. "It's adding value to both journeys — the consumer's and the brand's. It's no longer a one-way channel; it's a two-way street where engagement is interactive and dynamic."
One of their most recent projects highlights this approach. Xtendr teamed up with Britannia to create a groundbreaking augmented reality experience featuring former cricketer and Indian team coach Ravi Shastri, known for his ballistic style of commentary. Using their smartphones, consumers could interact with a virtual avatar of Shastri in real-time, thanks to advanced AI and augmented reality.
"Never before has a celebrity avatar talked to you in real-time, using their own voice, through conversational AI," Sachdeva notes. "It's not just about a static image; now, he's talking to you, just like on TV, with all his characteristic flair."
Xtendr used sophisticated motion capture technology to replicate Shastri's exact gestures, from his expressive hand movements to his signature pauses. "Our goal is not just to help sell a product but also start a conversation between consumers and brands," says Sachdeva. "That's what immersive engagement does — it turns a consumer interaction into a memorable experience."
Agarwal agrees, adding, "It's about creating experiences that people will talk about, share, and remember. That's the future of engagement."
While augmented reality is the core of Xtendr's offerings, the company is also exploring other avenues to enhance consumer engagement, such as gamification. "We've worked with Nestlé to gamify the consumer journey using augmented reality," Sachdeva explains. "We're integrating learning and fun, whether it's combining math with basketball or learning archery."
One example is their work with ITC's Classmate brand of notebooks. Using Xtendr's technology, each notebook cover can take users on a journey. "Imagine you're a student studying marine biology," Sachdeva says. "With our tech, your notebook can transport you underwater, where tapping on a fish brings up detailed information about its species. Or it could make the periodic table come alive, letting them build the molecular structures in 3D."
These experiences are not just gimmicks; they're designed to add value. "Our goal is to make learning interactive and engaging," Agarwal explains. "We want to make mundane objects like notebooks an entry point into a world of discovery."
But Xtendr's ambitions don't stop there. For Sachdeva and Agarwal, augmented reality is just the beginning. "We're not replacing reality; we're enhancing it," says Agarwal. "AI gives you the power to create your own reality, on your terms."
One of their most innovative projects is with the automotive sector, where Xtendr enables consumers to visualise cars in their own living rooms. "Imagine being able to see a life-sized car in your living room," Sachdeva says, talking about AR experiences his team has created for brands like Citroen in India.
"If your house is big enough, we can make it happen. If not, you can place the car on your dining table."
This approach has significant implications for businesses, particularly in a world where consumers increasingly demand personalised, immersive experiences. "The idea is to take the consumer to a place where they feel empowered and engaged," Agarwal explains. "We're providing the tools; they're creating the experience."
As Sachdeva and Agarwal see it, Xtendr is at the forefront of a new paradigm in consumer engagement — one that blurs the lines between the digital and physical worlds. "Humans are inherently 3D," Sachdeva observes. "Technology is just catching up to that reality."
Their ultimate goal is to turn every brand interaction into a meaningful, two-way conversation. This shift from passive consumption to active engagement is what sets Xtendr apart from traditional marketing approaches. "We're giving brands a way to interact with consumers on a deeper, more personal level," says Agarwal.
Their story reflects a broader shift in the business landscape. As companies worldwide grapple with digital transformation, Xtendr's approach — making objects talk and listen — offers a glimpse into the future of consumer engagement.
However, breaking new ground comes with its own set of challenges. Sachdeva and Agarwal are aware of the obstacles they face, from technological limitations to the unpredictable nature of consumer behaviour. "No tool currently exists that is 100 per cent perfected for what we are doing," Sachdeva admits. "Consumers behave differently, and we have to constantly adapt our technology to meet those behaviours."
Yet, they remain undeterred. "Innovation is messy," says Agarwal, "but that's the nature of the game. We're constantly learning and evolving."
Xtendr is also navigating the complexities of different markets, especially in India, where internet speeds can vary widely, and devices come in all shapes and sizes. "We've built our technology to be flexible," says Sachdeva. "It needs to work seamlessly, whether on high-speed broadband or a slower 3G connection, on a high-end smartphone or a budget device."
Looking forward, Sachdeva and Agarwal are optimistic about Xtendr's growth prospects. They plan to expand their footprint across more markets in Asia and beyond, leveraging their technology to tap into new sectors and applications. "We're just scratching the surface of what's possible," says Agarwal. "There's so much more we can do."
Their vision is ambitious: to redefine the future of consumer engagement, one immersive experience at a time. "We're only at the beginning of this journey," Sachdeva reflects. "But if we can make every brand interaction as rich and engaging as a conversation with a friend, then we've done our job."
Agarwal nods in agreement. "The future is about connection, interaction, and experience," she says. "And we're here to make that happen."
As the rain outside begins to taper off, the café grows quieter, but the energy between Sachdeva and Agarwal remains palpable. They are, after all, just getting started.
