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ABOUT · FORMERLY ASVA AI

We exist because checkout broke when agents started shopping.

Tru Commerce is the commerce infrastructure layer for AI agents - built for brands that want to be discovered, recommended, and transacted on without losing what makes them theirs. Founded as Asva AI; renamed once we saw the deeper layer.

“Agentic commerce will only scale when both sides - brands and agents - can trust the transaction. We built that trust layer.”

Viren Inaniyan · Co-founder, Tru Commerce

Why we evolved

At Asva AI we built a measurement layer for AI Share of Voice - the discipline now called AEO. It worked. Brands like Amazon, ITC, House of Zelena, and MyMuse moved real numbers using it. But every customer kept telling us the same thing: “We can see the gap now. We don't have a way to close it.”

Measuring is half the work. Closing is the other half. The closing half is infrastructure: catalogs an agent can read, identity an agent can present, checkout an agent can complete, attribution that survives the agent path. That infrastructure didn't exist as a category - so we built it.

Tru Commerce is the commerce infrastructure layer for AI agents. Asva AI got us here. The work just had a bigger name than we knew.

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In the media

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What our customers say

“Tru Commerce transformed how we track our brand visibility. We've seen a 260% increase in AI search mentions since we started measuring AI Share of Voice across our categories.”
Ankita Bajaj Shankar

Ankita Bajaj Shankar

Senior Brand Manager · Amazon

“Tru Commerce opened our eyes to a channel we didn't know existed. Within weeks, our frozen food range went from being invisible to being recommended by ChatGPT. Senior leadership recognised this as a breakthrough - we're now scaling AI visibility across the entire portfolio.”
Anurita Singh

Anurita Singh

Head of Digital Marketing · ITC Limited

“Tru Commerce was the turning point for our marketing strategy. We went from 'not appearing' to being the top recommendation for our category in 3 months - and it exposed AI revenue our analytics had been collapsing into 'direct'.”
Sahil Gupta

Sahil Gupta

Co-Founder · MyMuse

“It handles the questions our filters cannot - a budget ceiling, a TSA lock, a capacity in litres - and it comes back fast enough that shoppers stay in the conversation instead of dropping to the category page. Engagement is clearly up. On conversion we are early and still measuring, so we are reading the whole funnel rather than one number.”
Atul Gosavi

Atul Gosavi

VP - Strategy, Growth & Business Transformation · Provogue

Founders

Viren InaniyanViren Inaniyan

Co-founder & CEO

Viren leads strategy and product at Tru Commerce. He believes the next decade of commerce belongs to brands that can be trusted by AI agents - and he built Tru Commerce to make that trust executable.

Umang ChhapariaUmang Chhaparia

Co-founder

Umang leads engineering and platform at Tru Commerce. His job is making the protocols, the surfaces, and the merchants speak the same language - invisibly.

Values

Brands stay the merchant of record.

We execute behind your storefront, not in front of it. Your UI, your fraud rules, your refund policy, your customer relationship - yours.

Numbers over narrative.

If a claim has no number, we don't ship it. SoV, transactions, latency, conversion - measure or don't.

One unified experience.

Six dashboards is a workaround. The product is one platform. We built it that way on purpose.

Backed by

Investor list and press kit publish here. Reach out via the press route on /contact for a full kit.

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