Razorpay has partnered with OpenAI to help Indian businesses advertise on ChatGPT Ads, bringing its Razorpay Engage growth marketing platform into a new advertising channel shaped by conversational product discovery. Through the collaboration, Razorpay Engage will help brands prepare their product catalogues, launch and manage ChatGPT Ads campaigns, and measure and optimise performance. Early participating brands include Fastrack, Traya, Tata Neu, Rivaah by Tanishq, Shaadi.com, Axis Max Life, Tanishq, Palmonas and NMIMS.
The partnership comes as product discovery begins to move beyond traditional keyword-based search. Consumers can increasingly describe what they need in a conversation with ChatGPT, whether they are looking for jewellery for work within a certain budget or trying to find skincare suited to a particular concern. For brands, this creates a different discovery environment where the same product can surface across multiple needs, questions and contexts. Razorpay Engage is designed to help businesses structure their product information for this environment and manage campaigns at scale.
The platform will support brands with catalogue readiness, product-feed structuring, campaign creation and management, as well as performance measurement and optimisation. It also uses an AI agent built around ChatGPT Ads best practices to help create and manage campaigns across different consumer contexts. The agent monitors campaign performance and makes ongoing adjustments, while the Razorpay Engage team provides human oversight where additional judgement is required.
Rahul Kothari, Chief Operations Officer, Razorpay, said, “The way people discove products is changing. The next customer may not search for a product or scroll through an ad; they may simply ask an AI assistant for help deciding what to buy. For businesses, we believe that opens up an entirely new moment to be discovered.”
The collaboration builds on OpenAI’s recent launch of ChatGPT Ads in India, giving brands another route to participate in AI-led consumer discovery.
Nitin Bawankule, Head of Enterprise Sales, India, OpenAI, said, “ChatGPT is changing how people discover products and make decisions. Instead of searching through a fixed set of options, people can describe what they need, explore possibilities, and refine their choices through conversation. Ads can help brands show up meaningfully in those moments, while preserving the trust people place in ChatGPT. Through our collaboration with Razorpay, we want to make it easier for Indian brands to explore this new channel and learn how conversational discovery can create new opportunities for growth.”
For Tanishq, one of the early brands participating in the initiative, the new channel also offers an opportunity to understand how consumers discover and evaluate products in a high-consideration category such as jewellery.
Pelki Tshering, CMO, Tanishq, said, “Our first ChatGPT ads campaign is an interesting new chapter for Tanishq. For a high-consideration category like jewellery, understanding how consumers discover and make decisions is as important as reaching them. We’re excited to see how these insights can help us as AI-led discovery evolves.”
The partnership places Razorpay Engage at the intersection of advertising, AI-led discovery and commerce, as Indian brands begin exploring how conversational platforms can influence the path from product consideration to purchase.
