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Mamaearth is now the first Indian brand to advertise on ChatGPT, following a partnership between its parent company, Honasa Consumer Ltd., and the commerce media company Criteo.
Honasa Consumer Ltd. partnered with Criteo to bring its beauty brand, Mamaearth, to ChatGPT advertising platform. Honasa co-founder Ghazal Alagh described the company as the first Indian brand to advertise on the AI platform.
The partnership follows OpenAI’s expansion of ChatGPT Ads into India, with Criteo enabling advertisers to access ChatGPT inventory as part of their broader digital advertising strategies.
Announcing the development 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.”
ChatGPT Ads are available to logged-in adult users on the Free and Go plans. Users on Plus, Pro, Business, Enterprise and Education plans remain ad-free.
OpenAI said more than 50 brands were expected to participate in the initial Indian rollout, with WPP and Omnicom serving as its first agency partners in the market.
OpenAI also announced self-service access to ChatGPT Ads Manager in India from September 4, with daily campaign budgets starting at Rs. 725. The company said advertisements would be clearly labeled, positioned separately from ChatGPT’s responses, and would not influence the platform's generated answers.
Also Read: 7 Ways to Get Better Results From ChatGPT Without Changing Your AI Tool
Criteo became an advertising technology partner in OpenAI’s ChatGPT advertising pilot in March 2026. It later expanded access to ChatGPT inventory across additional markets. It reported that more than 2,000 brands were advertising on ChatGPT through its platform as of June, with beauty among the leading categories.
Alagh said the partnership represented an opportunity to “learn, experiment and explore” how technology could make brand discovery more relevant and genuinely useful for consumers.
Honasa Consumer did not disclose the size of its investment in the campaign.
