Hyderabad Startup Raritone Uses AI Virtual Try-On Technology to Transform Online Fashion Shopping

As online fashion retail continues to grow across India and global markets, one challenge remains persistent for brands and e-commerce platforms alike: customers cannot physically try clothes before buying them. This limitation has contributed to rising return rates, sizing confusion, and lower consumer confidence in online purchases. Now, a Hyderabad-based startup is attempting to solve this long-standing issue using artificial intelligence and virtual body scanning technology.

Raritone Private Limited, founded by tech entrepreneur Naresh Boya, is developing an AI-powered virtual try-on shopping platform designed to help customers visualize outfits digitally before making a purchase. The platform uses smartphone cameras and artificial intelligence to create a digital representation of a shopper’s body and simulate how different garments might fit and look.

The technology is part of a growing movement in retail known as “immersive commerce,” where artificial intelligence, augmented reality, and digital personalization aim to replicate the in-store experience online.

Addressing a Major Problem in Fashion E-commerce

Fashion e-commerce has witnessed explosive growth over the past decade, particularly after the pandemic accelerated digital shopping habits. However, the industry also faces a significant operational challenge – product returns.

Industry estimates suggest that return rates for online apparel purchases can range between 25% and 40%, with incorrect sizing being one of the primary reasons. Each return not only increases logistics costs but also creates inventory and sustainability challenges for retailers.

Raritone’s technology attempts to tackle this problem directly. The platform allows users to scan their body using their smartphone camera, after which the AI engine generates estimated body measurements. These measurements are then used to recommend the correct clothing size and allow users to visualize outfits on a digital avatar.

By providing a virtual fitting experience, the platform aims to help shoppers make more informed purchase decisions before completing a transaction.

How the Technology Works

The Raritone platform integrates several AI and computer vision technologies to create a seamless digital shopping experience. According to the development team, the process is designed to be simple and accessible to everyday smartphone users.

Users can scan their body using their phone camera, and the AI model analyzes the images to estimate key body dimensions. Once the measurements are calculated, the system can generate size recommendations across different clothing brands and styles.

The application also allows shoppers to virtually try outfits before buying them, helping them visualize how a particular garment might look on their body type. In addition to this, the platform is being designed to offer AI-driven styling suggestions based on body shape, preferences, and previous selections.

Beyond online shopping, Raritone is also working on integrating smart digital screens in physical retail stores, allowing customers to explore styles digitally even within brick-and-mortar environments.

Blending Online and Offline Retail

Retail analysts say that the future of fashion commerce lies in “phygital” experiences – a combination of physical and digital retail environments.

Virtual try-on technology is emerging as a key enabler of this transformation. By integrating AI-powered fitting solutions both online and inside stores, retailers can reduce fitting room congestion, improve product discovery, and personalize recommendations.

Raritone’s long-term vision aligns with this industry direction. The company is developing tools that could allow retailers to install digital screens in stores where shoppers can quickly scan their body and explore outfit options virtually.

This hybrid approach could enable brands to maintain the convenience of e-commerce while preserving the confidence associated with in-store fitting.

A Founder Focused on Retail Innovation

During a recent interaction with the India Prime Times editorial team in Hyderabad, founder Naresh Boya shared insights into the motivation behind launching Raritone.

Our team observed that Boya brings a strong technical background in computer engineering and a clear focus on applying artificial intelligence to real-world consumer challenges. In conversation, he emphasized that the goal of the platform is not simply to introduce new technology but to improve how consumers experience fashion shopping.

“Fashion shopping should be confident, personalized, and technology-driven,” Boya explained during our discussion. “We are working to create a future where people can truly experience outfits digitally before they buy them.”

Currently, the company is working with a small development team and preparing the product for its initial market entry.

Preparing for Early Investment

Raritone is presently in the early-stage startup phase and is preparing for a pre-seed funding round to accelerate product development and partnerships with retailers.

The startup plans to collaborate with fashion brands and e-commerce platforms to integrate its virtual try-on technology directly into online storefronts. Such integrations would allow shoppers to access body scanning and virtual fitting features while browsing clothing items.

Investors globally have shown increasing interest in retail technology startups that use artificial intelligence to improve customer experience and reduce operational inefficiencies. Virtual try-on tools, in particular, are being closely watched due to their potential impact on return rates and conversion metrics.

Privacy and Technology Challenges

While the technology offers significant benefits, it also presents technical and privacy challenges. Accurate body scanning using smartphone cameras requires sophisticated computer vision models capable of adapting to varying lighting conditions, camera angles, and user environments.

Additionally, companies in this space must ensure that body measurements and image data are handled securely and transparently. Startups building AI-based body scanning platforms must adopt strict data protection practices to maintain consumer trust.

According to Boya, Raritone is working toward building a platform that prioritizes secure data handling while maintaining high levels of measurement accuracy.

The Future of AI in Fashion Retail

Artificial intelligence is rapidly transforming the fashion industry, from predictive demand forecasting and automated design tools to personalized shopping experiences.

Virtual try-on technology could become one of the most visible innovations in this transformation. If widely adopted, it could significantly change how consumers interact with fashion products online.

For startups like Raritone, the challenge lies in turning promising technology into scalable retail solutions that brands are willing to adopt.

During our interaction with Naresh Boya and his team, the India Prime Times editorial group observed a startup focused on solving a practical retail problem rather than simply showcasing emerging technology. As the company prepares to launch its platform and engage with early investors, its progress will be closely watched within India’s growing retail-tech ecosystem.

If successful, virtual try-on platforms like Raritone may play an important role in shaping the next generation of digital fashion shopping – where buying clothes online feels much closer to the experience of trying them on in person.