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Razorpay has partnered with OpenAI to help Indian businesses launch and manage advertising campaigns on ChatGPT, using its Razorpay Engage growth marketing platform to simplify
campaign setup, product catalogue preparation and performance tracking.
Announced on October 5, 2026, the collaboration will give participating brands support in preparing product feeds, creating advertising campaigns and measuring results as they explore ChatGPT as a new channel for reaching consumers.
Early participating brands include Fastrack, Traya, Tata Neu, Rivaah by Tanishq, Shaadi.com, Axis Max Life, Tanishq, Palmonas and Narsee Monjee Institute of Management Studies (NMIMS).
Razorpay Engage will help businesses assess their product catalogues, organise product information and manage campaigns on ChatGPT Ads. The platform will also support performance measurement and campaign optimisation.
The service includes an AI agent designed around ChatGPT Ads best practices. It can assist with campaign creation and management, monitor performance and make adjustments, with Razorpay's team providing human oversight where required.
The arrangement aims to reduce the operational work involved in adopting a new advertising channel, particularly for businesses that may not have dedicated teams experienced in conversational AI advertising.
The partnership reflects a shift in how consumers explore products online. Instead of relying exclusively on conventional keyword searches or browsing advertisements on social media, users can describe their needs, preferences and budgets through conversations with AI assistants.
For advertisers, this creates opportunities to reach consumers while they are exploring options and evaluating purchase decisions. It also increases the importance of accurate product catalogues and detailed product information, which help businesses represent their offerings in relevant contexts.
Razorpay Chief Operating Officer Rahul Kothari said the changing discovery process presents businesses with a new opportunity to reach potential customers. He added that Razorpay Engage is intended to help brands explore the channel without having to develop the necessary expertise independently.
Nitin Bawankule, OpenAI’s Head of Enterprise Sales for India, said conversational discovery allows people to describe their needs, explore alternatives and refine their choices. He said the collaboration aims to make it easier for Indian brands to experiment with advertising in these interactions while preserving users' trust in ChatGPT.
Tanishq Chief Marketing Officer Pelki Tshering described the brand’s first ChatGPT advertising campaign as an opportunity to understand how consumers discover jewellery and make purchase decisions.
The partnership gives participating Indian brands a route to experiment with advertising on an AI platform where product discovery can begin with natural-language questions rather than conventional search queries.
However, the long-term impact will depend on how consumers respond to advertisements in conversational environments and whether businesses can translate campaign engagement into measurable commercial results.
For Razorpay, the collaboration expands its role beyond payments and business infrastructure into marketing technology, as companies explore new ways to reach customers through AI- powered platforms.
Announced on October 5, 2026, the collaboration will give participating brands support in preparing product feeds, creating advertising campaigns and measuring results as they explore ChatGPT as a new channel for reaching consumers.
Early participating brands include Fastrack, Traya, Tata Neu, Rivaah by Tanishq, Shaadi.com, Axis Max Life, Tanishq, Palmonas and Narsee Monjee Institute of Management Studies (NMIMS).
Razorpay Engage will help businesses assess their product catalogues, organise product information and manage campaigns on ChatGPT Ads. The platform will also support performance measurement and campaign optimisation.
The service includes an AI agent designed around ChatGPT Ads best practices. It can assist with campaign creation and management, monitor performance and make adjustments, with Razorpay's team providing human oversight where required.
The arrangement aims to reduce the operational work involved in adopting a new advertising channel, particularly for businesses that may not have dedicated teams experienced in conversational AI advertising.
The partnership reflects a shift in how consumers explore products online. Instead of relying exclusively on conventional keyword searches or browsing advertisements on social media, users can describe their needs, preferences and budgets through conversations with AI assistants.
For advertisers, this creates opportunities to reach consumers while they are exploring options and evaluating purchase decisions. It also increases the importance of accurate product catalogues and detailed product information, which help businesses represent their offerings in relevant contexts.
Razorpay Chief Operating Officer Rahul Kothari said the changing discovery process presents businesses with a new opportunity to reach potential customers. He added that Razorpay Engage is intended to help brands explore the channel without having to develop the necessary expertise independently.
Nitin Bawankule, OpenAI’s Head of Enterprise Sales for India, said conversational discovery allows people to describe their needs, explore alternatives and refine their choices. He said the collaboration aims to make it easier for Indian brands to experiment with advertising in these interactions while preserving users' trust in ChatGPT.
Tanishq Chief Marketing Officer Pelki Tshering described the brand’s first ChatGPT advertising campaign as an opportunity to understand how consumers discover jewellery and make purchase decisions.
The partnership gives participating Indian brands a route to experiment with advertising on an AI platform where product discovery can begin with natural-language questions rather than conventional search queries.
However, the long-term impact will depend on how consumers respond to advertisements in conversational environments and whether businesses can translate campaign engagement into measurable commercial results.
For Razorpay, the collaboration expands its role beyond payments and business infrastructure into marketing technology, as companies explore new ways to reach customers through AI- powered platforms.
