Honasa Consumer Ltd. has partnered with commerce media company Criteo to advertise its flagship brand Mamaearth on ChatGPT, making it the first Indian company to advertise on the AI platform. The partnership comes as AI-powered consumer discovery gains momentum and users increasingly turn to conversational interfaces to research products, compare options, and seek recommendations.
The move positions Mamaearth at the early stage of ChatGPT advertising in India and gives Honasa an opportunity to understand how consumers interact with brands through generative AI.
Mamaearth Enters ChatGPT Advertising Through Criteo
Honasa has partnered with Criteo to bring Mamaearth’s advertising to ChatGPT through Criteo’s integration with OpenAI’s advertising ecosystem.
The partnership allows Honasa to access ChatGPT ad inventory as part of its broader digital advertising activity. It also gives Mamaearth an opportunity to reach consumers while they use AI to explore products and find solutions to specific needs.
Ghazal Alagh, co-founder of Honasa Consumer, said the way consumers discover brands is changing, with AI becoming an increasingly important part of that shift.
The company sees the partnership as an opportunity to understand how technology can make brand discovery more relevant to consumers.
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Why Mamaearth Chose ChatGPT for Brand Discovery
Consumer behaviour is moving beyond conventional search and social media platforms. Users can now ask AI assistants questions in natural language and receive contextual responses.
Questions such as what product to use for a particular skin concern or which product might suit a specific need demonstrate how conversational commerce can influence purchasing decisions.
For a beauty brand such as Mamaearth, this shift creates a new environment for product discovery.
Instead of relying only on traditional search queries, brands can now explore advertising opportunities within conversations where consumers are already researching products.
ChatGPT Ads Expand in India
Mamaearth’s entry comes shortly after OpenAI expanded ChatGPT Ads to India.
The advertising service is available to logged-in adult users on ChatGPT’s Free and Go plans. Users on Plus, Pro, Business, Enterprise and Education plans do not see advertisements.
OpenAI has said that more than 50 brands were scheduled to launch advertising campaigns on ChatGPT in India during the initial rollout.
The company has also partnered with major advertising groups, including WPP and Omnicom, as agency partners in the Indian market.
ChatGPT Ads Manager to Launch in India
OpenAI is also bringing self-serve ChatGPT Ads Manager to India.
The service is scheduled to become available from September 4, with daily advertising budgets starting at ₹725.
OpenAI has designed the advertisements to remain clearly labelled and separate from ChatGPT’s generated responses. The company has also stated that advertising does not influence the answers ChatGPT provides to users.
This separation could become important as advertisers enter an environment where consumers expect direct and useful AI-generated information.
Criteo Expands Its Role in ChatGPT Advertising
Criteo has played an early role in OpenAI’s advertising development.
In March 2026, Criteo became the first advertising technology partner to integrate with OpenAI’s ChatGPT advertising pilot. The company later expanded access to ChatGPT inventory across additional markets.
Criteo said more than 2,000 brands were advertising on ChatGPT through its platform as of June, with beauty among the leading categories using the platform.
The company has positioned ChatGPT advertising around product discovery and commerce, allowing advertisers to incorporate the AI platform into broader cross-channel advertising strategies.
Criteo Reports Higher Click-Through Rates on ChatGPT
Criteo’s existing advertising data highlights the potential of the new channel.
According to Criteo, advertising campaigns on ChatGPT recorded click-through rates two to three times higher than comparable formats in other environments.
The company also reported that more than 80% of ad-driven ChatGPT traffic came from new customers.
These figures could make ChatGPT advertising particularly attractive to brands looking to reach new audiences and drive product discovery.
However, the data comes from Criteo’s own advertising activity, so marketers will likely need more industry-wide data before they can determine how ChatGPT compares with established advertising platforms at scale.
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What Mamaearth’s ChatGPT Campaign Means for Indian Brands
Mamaearth’s move could encourage more Indian brands to experiment with AI advertising as consumers increasingly use AI assistants during their purchasing journeys.
Beauty and personal-care brands could particularly benefit from conversational discovery because consumers often research ingredients, product benefits, routines, and alternatives before making a purchase.
For Honasa, the campaign is not only about gaining another advertising channel. The company sees the partnership as a way to learn, experiment, and explore how technology can make brand discovery more relevant and useful.
Honasa has not disclosed the size of its investment in the ChatGPT campaign.
AI Advertising Signals a Shift in Consumer Behaviour
The Mamaearth-Criteo partnership highlights a broader change in the digital advertising landscape.
Search engines and social media platforms have traditionally played a central role in product discovery. Generative AI now adds another layer by allowing consumers to interact with information through conversations.
This shift could push marketers to rethink how they approach consumer intent, product discovery, and digital advertising.
For Indian advertisers, Mamaearth’s early entry provides a first look at how brands can participate in this emerging AI-driven marketing ecosystem.
