Mamaearth has entered a new phase of digital advertising after its parent company, Honasa Consumer, partnered with commerce media company Criteo to advertise the beauty brand on ChatGPT.
Ghazal Alagh, co-founder of Honasa Consumer, said the company is the 1st Indian advertiser on ChatGPT, following the expansion of OpenAI’s advertising service to India.
The partnership comes as AI increasingly influences how consumers discover brands and products. Through its integration with OpenAI, Criteo enables 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,” Alagh said.
She added, “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.”
Alagh said the move is not simply about adding another advertising platform, but about understanding how AI is changing the way consumers interact with 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,” she said.
ChatGPT’s advertising service 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.
More than 50 brands were scheduled to advertise on ChatGPT in India during its initial rollout, with WPP and Omnicom among the first agency partners in the market.
OpenAI is also making its ChatGPT Ads Manager available for self-service access in India from 4 September, with daily budgets starting at ₹725. Ads are clearly 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 and later expanded access to ChatGPT inventory across additional markets. As of June, more than 2,000 brands were advertising on ChatGPT through Criteo’s platform, with beauty among the leading categories.
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