Honasa Consumer has partnered with commerce media company Criteo to advertise its beauty brand Mamaearth on ChatGPT, with co-founder Ghazal Alagh saying the company is the first Indian advertiser on the AI platform.
The partnership follows OpenAI’s expansion of ChatGPT advertising to India.
Announcing the partnership, Alagh said the move was driven by changing consumer behaviour and the growing role of AI in brand discovery.
Criteo became an advertising technology partner in OpenAI’s ChatGPT advertising pilot in March 2026 and later expanded access to ChatGPT inventory across additional markets.
The company said more than 2,000 brands were advertising on ChatGPT through its platform as of June, with beauty among the leading categories using the service.
Honasa Consumer has partnered with commerce media company Criteo to advertise its beauty brand Mamaearth on ChatGPT, with co-founder Ghazal Alagh saying the company is the first Indian advertiser on the AI platform.
The partnership follows OpenAI’s expansion of ChatGPT advertising to India. Through its integration with OpenAI, Criteo allows advertisers to access ChatGPT's ad inventory as part of their digital advertising campaigns.
Announcing the partnership, Alagh said the move was driven by changing consumer behaviour and the growing role of AI in brand discovery.
“The way we discover brands is changing, and AI is becoming a big part of that change,” she said.
“At Honasa Consumer, we’ve always believed that building brands starts with understanding where the consumer is going, not just where they are today. That’s why we’re excited to be the 1st Indian company to advertise on ChatGPT, in partnership with Criteo, bringing Mamaearth into this new era of consumer discovery.”
She added that the partnership was less about adopting another advertising platform and more about getting an early understanding of how AI is changing the interaction between consumers and brands.
“Our partnership with Criteo is an opportunity to be early to this shift—to learn, experiment and explore how technology can make brand discovery more relevant and genuinely useful for consumers,” Alagh said.
ChatGPT’s advertising service is currently available to logged-in adult users on its Free and Go plans, while users on Plus, Pro, Business, Enterprise and Education plans do not see ads. OpenAI has said that more than 50 brands were scheduled to advertise on the platform in India during its initial rollout, with WPP and Omnicom among its first agency partners in the market.
OpenAI has also announced self-service access to ChatGPT Ads Manager in India from September 4, with daily budgets starting at Rs 725. The company has said that ads are clearly labelled and displayed separately from ChatGPT's responses, and do not influence the answers generated by the platform.
Criteo became an advertising technology partner in OpenAI’s ChatGPT advertising pilot in March 2026 and later expanded access to ChatGPT inventory across additional markets. The company said more than 2,000 brands were advertising on ChatGPT through its platform as of June, with beauty among the leading categories using the service.
