Honasa Consumer-owned beauty brand Mamaearth has started advertising on ChatGPT through a partnership with commerce media company Criteo, with co-founder Ghazal Alagh describing the company as the first Indian advertiser on the AI platform.
The partnership comes as OpenAI expands ChatGPT’s advertising offering in India, allowing brands to access the platform’s ad inventory through advertising technology partners such as Criteo.
Announcing the development in a LinkedIn post, Alagh said the partnership reflects the changing way consumers discover brands, with artificial intelligence increasingly becoming part of the brand discovery journey.
According to Alagh, Honasa Consumer’s decision to advertise on ChatGPT is aimed at understanding where consumer behaviour is headed rather than simply responding to current trends. She said the collaboration with Criteo would allow Mamaearth to experiment with a new environment for consumer discovery and understand how AI could influence interactions between consumers and brands.
The partnership also gives Honasa an opportunity to explore how advertising can become more relevant as consumers increasingly use AI-powered platforms to seek information, recommendations and products.
ChatGPT’s advertising offering is currently available to logged-in adult users on its Free and Go plans. 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 ChatGPT in India during its initial rollout, with agencies including WPP and Omnicom among its early partners.
OpenAI is also set to make its ChatGPT Ads Manager available for self-service advertisers in India from September 4, with daily budgets starting at Rs 725. The company has said advertisements are clearly labelled and shown separately from ChatGPT’s responses and do not influence the answers generated by the AI platform.
Criteo became an advertising technology partner in OpenAI’s ChatGPT advertising pilot in March 2026 and subsequently expanded access to ChatGPT’s advertising 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 emerging as one of the leading categories.
For Mamaearth, the move marks an early bet on AI-led consumer discovery as brands explore new ways to reach audiences beyond conventional search and social platforms.
