Published on: September 2, 2026
Honasa Consumer Ltd. has partnered with commerce media company Criteo to bring its beauty brand Mamaearth onto ChatGPT advertising, with co-founder Ghazal Alagh describing the company as the first Indian brand to advertise on the AI platform.
The collaboration 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.”
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 campaign comes as AI assistants increasingly become part of the way consumers research products, compare alternatives and discover brands. For Mamaearth, the initiative provides an opportunity to explore advertising within a conversational environment where consumers may already be seeking information or recommendations.
ChatGPT Ads are available to logged-in adult users on the Free and Go plans, while users on Plus, Pro, Business, Enterprise and Education plans remain ad-free. OpenAI has also said that 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 has further announced self-service access to ChatGPT Ads Manager in India from September 4, with daily campaign budgets starting at Rs 725. The company has stated that advertisements will be clearly labelled, positioned separately from ChatGPT’s responses and will 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 subsequently expanded access to ChatGPT inventory across additional markets and reported that more than 2,000 brands were advertising on ChatGPT through its platform as of June, with beauty among the leading categories.
The Mamaearth campaign marks an early move by an Indian consumer brand into conversational AI advertising as brands explore new ways to reach audiences during product discovery and decision-making moments.
Honasa Consumer has not disclosed the size of its investment in the campaign.
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