Transforming In-Store Room Design Creation with Voice AI at Orient Bell Tiles

Customer

Orient Bell Tiles (OBL) is one of India's largest and most trusted ceramic and vitrified tile manufacturers, with a distribution network spanning thousands of dealer showrooms across the country. For OBL, the in-store experience is central to converting shoppers — customers arrive at showrooms with rough ideas and leave (ideally) with a full room vision and a purchase decision.

The Challenge

At OBL showrooms, sales associates faced a time-intensive bottleneck: creating room design mockups for customers. When a shopper wanted to visualize how a tile would look across their living room, bathroom, or kitchen, the associate had to manually stitch together a design using design tools — a process that took 15 to 20 minutes per mockup.

This created several compounding problems:

• Associates could only show one or two design options before the customer's patience ran out
• High-footfall periods became bottlenecks — customers waited while staff worked on designs
• Sales associates' time was consumed by design work rather than consultative selling
• Customers left without a visual reference, reducing their confidence to commit

OBL needed a way to dramatically accelerate the design creation process without sacrificing quality — and without requiring customers to operate a design tool themselves.

The Solution: Voice AI by Rara AI

OBL partnered with Rara AI to deploy a Voice AI-powered room design tool inside its showrooms. The concept was straightforward: instead of a sales associate manually building a design, they (or the customer) could simply speak — describing the room dimensions, tile preferences, color tones, and layout — and the AI would generate a photorealistic room design mockup in seconds.

The workflow in practice:

1. Associate greets the customer and captures room preferences through a brief conversation
2. Inputs are spoken naturally into the Voice AI interface — no typing, no manual configuration
3. The AI processes the inputs and generates a room design featuring the selected OBL tile collection
4. Multiple design variations are produced in under 3 minutes
5. The customer views, selects, and can request iterations on the spot

The solution required no hardware changes and integrated directly into the showroom workflow, requiring minimal training for associates.

The Impact

Why It Worked

The Voice AI solution addressed a specific, high-friction moment in the customer journey — the gap between “I like this tile” and “I can picture it in my room.” By making that visualization instant and conversational, Rara AI turned a process that previously required skilled design effort into something any associate could deliver in minutes.

For OBL, the result was a measurably better in-store experience: faster service, more confident customers, and associates freed to focus on relationship-building rather than design software.