Razorpay has deepened its partnership with OpenAI to help Indian brands advertise on ChatGPT through its growth marketing platform, Razorpay Engage. The collaboration will allow businesses to prepare product catalogues, structure product feeds, launch campaigns, and measure performance on ChatGPT Ads. Early participants include Fastrack, Traya, Tata Neu, Rivaah by Tanishq, Shaadi.com, Axis Max Life, Tanishq, Palmonas, and Narsee Monjee Institute of Management Studies.
How the Partnership Will Work
Razorpay Engage will serve as the technology and operational layer for companies entering ChatGPT Ads. The platform will assess catalogue readiness, improve product structures, create campaigns, and track optimization on an ongoing basis. An AI agent built around ChatGPT Ads best practices will manage campaigns across contexts and adjust performance, while Razorpay's team provides human oversight where needed.
A New Channel for Product Discovery
Nitin Bawankule, head of enterprise sales for OpenAI in India, said ChatGPT is changing how people discover products and make decisions because users can describe needs, explore options, and refine choices through conversation. Razorpay COO Rahul Kothari said the partnership lets businesses test ChatGPT Ads without building internal expertise from scratch. For brands, that creates a new moment to be discovered when consumers ask AI assistants for buying help rather than searching or scrolling.
Growth of ChatGPT Ads in India
The partnership arrives as ChatGPT Ads expands in India, with OpenAI making the format available to logged-in adults on the Free and Go plans at the end of August. WPP and Omnicom are OpenAI's first agency partners in India. As users shift from keyword searches to conversational discovery, products must be structured with enough context to surface across different consumer queries.
Agentic Commerce and Payments Infrastructure
Razorpay has been building commerce infrastructure for conversational interfaces with OpenAI and NPCI, including ChatGPT-native storefronts, catalogue syncing, and chat-based purchases. The fintech company said earlier it was working with around 50 brands and several ecommerce marketplaces on agentic-commerce pilots. It also reported that its technology can reduce the time for a Shopify merchant to set up a ChatGPT storefront from eight to ten weeks to roughly 30 minutes.
Expanding Beyond Core Payments
The advertising push extends Razorpay's earlier agentic payments work, where UPI Circle and UPI Reserve Pay support purchases inside ChatGPT and keep credentials away from the AI model with user consent. Competitors such as Cashfree and Pine Labs are also building agentic commerce infrastructure, a sign that payment providers see AI interfaces as a new layer between consumers and merchants. Razorpay launched Engage in 2023 as a full-stack growth marketing platform offering customer acquisition, retention, and engagement tools.
A Foundation for AI-Led Commerce
Razorpay was founded in 2014 by IIT Roorkee alumni Shashank Kumar and Harshil Mathur and has expanded from payments into banking and business solutions. In August, the company launched Vulcan, a proprietary AI foundation model designed to improve payment success, fraud detection, and transaction routing. It has also developed Agent Studio, a platform for deploying task-specific AI agents that was being used by around 200 businesses in beta as of August.
By pairing campaign management with storefronts, catalogue synchronization, and payment infrastructure, Razorpay is positioning itself as a provider of AI-led commerce capabilities for Indian brands. The partnership with OpenAI signals a shift toward structured product visibility and transactions inside conversational platforms. As the company prepares for a public markets debut after raising more than US$800 million from investors including Tiger Global, Y Combinator, and Lightspeed, its AI investments are becoming central to its growth strategy.