Mamaearth Breaks New Ground as First Indian Brand to Advertise on ChatGPT

Mamaearth Enters the AI Advertising Era

Honasa Consumer has partnered with commerce media company Criteo to advertise its beauty and personal care brand Mamaearth on ChatGPT, with co-founder Ghazal Alagh stating that the company is the first Indian advertiser to use the AI platform.

The partnership comes as OpenAI expands ChatGPT advertising in India, giving brands access to the platform’s growing advertising ecosystem. Through its integration with OpenAI, Criteo enables advertisers to access ChatGPT’s ad inventory as part of their digital advertising campaigns.

Announcing the partnership, Alagh said the decision reflects a broader shift in how consumers discover and evaluate brands.

“The way we discover brands is changing, and AI is becoming a big part of that change,” she said.

She noted that consumers have traditionally searched, browsed, compared and reviewed products before making purchase decisions. Increasingly, however, these discovery journeys are moving into conversations with AI, where consumers can ask personalised questions about products and recommendations.

For Honasa Consumer, the move is part of its effort to understand emerging consumer behaviour rather than simply follow established advertising channels.

“At Honasa Consumer, we’ve always believed that building brands starts with understanding where the consumer is going, not just where they are today,” Alagh said. “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.”

Focus on Consumer Discovery

Alagh said the partnership represents more than the adoption of another advertising platform. Instead, she sees it as an opportunity to understand how AI is changing the relationship between consumers and brands.

“AI is changing the interface between consumers and brands,” she said. “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.”

The development comes as consumers increasingly use AI-powered tools to ask questions around product selection, recommendations and solutions to specific needs.

For beauty and personal care brands, this could create new opportunities to participate in more contextual and conversational discovery journeys.

ChatGPT Advertising Expands in India

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.

The company has also announced self-service access to ChatGPT Ads Manager in India from September 4, with daily budgets starting at Rs 725.

According to OpenAI, advertisements are clearly labelled and displayed separately from ChatGPT’s responses. The company has also stated that ads do not influence the answers generated by the platform.

Criteo Expands ChatGPT Advertising Access

Criteo became an advertising technology partner in OpenAI’s ChatGPT advertising pilot in March 2026 and subsequently expanded access to ChatGPT inventory across additional markets.

The company said that more than 2,000 brands were advertising on ChatGPT through its platform as of June, with beauty among the leading categories using the service.

For Criteo, the integration provides advertisers with another avenue to reach consumers as AI increasingly becomes part of the digital discovery and decision-making process.

A New Consumer Discovery Interface

Mamaearth’s move reflects the wider evolution of digital advertising as AI-powered interfaces become increasingly integrated into consumers’ everyday information journeys.

For Honasa Consumer, the partnership is positioned as an early opportunity to experiment with this changing environment and understand how brands can remain relevant when consumers move from traditional search and browsing towards conversational discovery.

“The future of consumer discovery is already taking shape,” Alagh said. “At Honasa, we’re excited to be right there with it.”