Mamaearth Becomes First Indian Brand to Advertise on ChatGPT
Mamaearth becomes India’s first brand to advertise on ChatGPT via a Criteo partnership, says co-founder Ghazal Alagh
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Honasa Consumer has partnered with commerce media company Criteo to advertise its flagship beauty brand Mamaearth on ChatGPT. Co-founder Ghazal Alagh said the company is the first Indian advertiser on the 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 campaigns.
“The way we discover brands is changing, and AI is becoming a big part of that change,” said Ghazal Alagh, Co-founder, Honasa Consumer. “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.”
ChatGPT’s advertising service is currently available to logged-in adult users on its Free and Go plans, while Plus, Pro, Business, Enterprise, and Education users 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 among its first agency partners in the market. The company will also open self-service access to ChatGPT Ads Manager in India from September 4, with daily budgets starting at INR 725. OpenAI has said ads are clearly labelled, displayed separately from ChatGPT’s responses, and do not influence generated answers.
Criteo became an advertising technology partner in OpenAI’s ChatGPT advertising pilot in March 2026 and has since 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.
Honasa Consumer has partnered with commerce media company Criteo to advertise its flagship beauty brand Mamaearth on ChatGPT. Co-founder Ghazal Alagh said the company is the first Indian advertiser on the 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 campaigns.
“The way we discover brands is changing, and AI is becoming a big part of that change,” said Ghazal Alagh, Co-founder, Honasa Consumer. “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.”
