Razorpay announced on October 5, 2026 that it has partnered with OpenAI to help Indian businesses launch and manage advertising campaigns on ChatGPT — opening what could become a major new advertising channel for Indian brands.
Under the collaboration, Razorpay's growth marketing platform Engage will handle the heavy lifting: preparing product catalogues, structuring product feeds, launching campaigns and tracking performance on ChatGPT Ads. Campaigns will be run through an AI agent, with Razorpay's team providing human oversight to keep quality in check.
The first wave of advertisers is already lined up. Initial brands include Fastrack, Traya, Tata Neu, Rivaah by Tanishq, Shaadi.com, Axis Max Life, Tanishq, Palmonas and the Narsee Monjee Institute of Management Studies (NMIMS) — a mix of retail, fintech, healthcare and education players.
The timing is significant. OpenAI rolled out ChatGPT Ads globally, and advertisers have been able to buy directly through Ads Manager in India since August 31, 2026. The format has scaled at remarkable speed: ChatGPT Ads reached a $1 billion annualised revenue run rate in under 200 days, underlining how quickly conversational advertising is becoming a mainstream channel.
Razorpay's leadership sees the shift as fundamental. “The way people discover products is changing — the next customer may simply ask an AI assistant for help deciding what to buy,” said Rahul Kothari, Chief Operations Officer at Razorpay. For Indian brands, the partnership lowers the barrier to entry on a format where purchase intent is captured at the very moment of conversation.
Why it matters for founders
Discovery is moving from search results to AI conversations — and ChatGPT Ads hit $1 billion in annualised revenue in under 200 days. If you sell directly to consumers, test conversational ads early while competition is thin, and make sure your product feeds are structured so AI agents can surface your catalogue cleanly.