Mumbai-based marketing tech startup Nurdd has launched a voice version of Nia, its AI influencer marketing agent, letting brands brief creator campaigns by speaking to the Nurdd app in Indian languages.
How Nia’s voice mode works
Founder and CEO Abhijeet Singh Kaushal announced the update on LinkedIn, describing Nia as India’s first AI voice agent for influencer marketing. Nurdd has not published any comparison to support the claim.
A brand opens the app and describes what it needs. Nia then shortlists creators, drafts the brief and sends it to them. Kaushal said this covers UGCt, barter deals and paid collaborations.
Nia works in Hindi, Marathi, Tamil, Gujarati, Bengali and Kannada, among others, and follows code-mixed speech such as Hindi or Tamil with English in the same sentence. According to Kaushal, the underlying models were trained across more than 20 Indian languages and tuned with feedback from over 100 brands.
The voice layer sits on top of Nia’s existing product, which scores creators on brand fit, runs fake follower checks and forecasts return on spend before a campaign goes live. Nurdd says Nia currently covers Instagram and YouTube and draws on a database of more than 10 million creator profiles.
Why Nurdd is building for voice
Nurdd was founded in 2025 and runs three agents: Nia for influencer marketing, Noma for AI search visibility and Pulse for paid media analysis. It targets D2C brands in India, the UAE and Saudi Arabia.
Nia is free, with no subscription or cut of campaign spend, and Nurdd pitches it directly against agencies that charge 15 to 30% management fees. Voice lowers the barrier further, towards founders and marketers at smaller brands who will not sit through a filter-heavy dashboard. Kaushal’s post names the shop floor as a use case.
Additionally, every brief spoken into Nia tells Nurdd what brands want, which creators they pick and, through its sales attribution, what those picks earn. Nurdd uses that data to improve its sales forecasts, the main feature it sells, whereas criefs coming into the app also give creators a reason to sign up. Discovery platforms such as Qoruz are adding AI layers of their own, making ease of briefing a point of competition.
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What changes for creators and brands
For small and regional brands running barter or UGC campaigns without an agency, the update removes the need to work in English or through search filters. Briefing in Marathi or Tamil matches how many of these businesses already speak to vendors and staff.
For creators, more briefs are likely to be drafted by an AI agent than by a brand manager. Shortlists will depend on how Nia scores authenticity and brand fit, so verified metrics on the Nurdd app carry more weight. Because barter deals are part of the workflow, creators should check whether a brief offers product or payment before accepting.
The voice agent is live now in the Nurdd app on iOS and Android. Nurdd has not disclosed how many brands use Nia or how accurately it handles each supported language.
