Honasa’s Mamaearth becomes first Indian brand to advertise on ChatGPT

Honasa Consumer Ltd. has partnered with commerce media company Criteo to advertise its beauty brand Mamaearth on ChatGPT, with co-founder Ghazal Alagh describing it as the first Indian company to advertise on the AI platform. The partnership comes after OpenAI expanded ChatGPT’s advertising service to India. Criteo’s integration with OpenAI allows advertisers to access ChatGPT ad inventory as part of their digital advertising activity. Announcing the partnership on LinkedIn , Alagh said, “The way we discover brands is changing and AI is becoming a big part of that change.” She added, “At Honasa Consumer Ltd., 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 also said, " For me, this is less about a new advertising platform and more about recognising a new consumer behaviour as it takes shape. AI is changing the interface 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. The future of consumer discovery is already taking shape. At Honasa, we’re excited to be right there with it." The ChatGPT advertising service is available to logged-in adult users on the Free and Go plans. Users on Plus, Pro, Business, Enterprise and Education plans do not see ads. OpenAI has said more than 50 brands were scheduled to advertise on the platform in India during its initial rollout, with WPP and Omnicom as 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 said ads are labelled and displayed separately from ChatGPT 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. The company later expanded access to ChatGPT inventory across additional markets and said more than 2,000 brands were advertising on ChatGPT through its platform as of June. Beauty was among the leading categories using the service. The Mamaearth campaign comes as consumers increasingly use AI assistants to research products, compare options and seek recommendations. Honasa has not disclosed the size of its advertising investment in the campaign.