Meta Targets India’s SMBs With AI-Driven Ad Tools and Omnichannel Muscle

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Meta’s latest ad suite aims to supercharge small business growth in India by blending AI, creators, and real-world retail reach.

Meta is doubling down on India’s small business economy. On June 20, the company launched a new suite of AI-powered advertising tools tailored for e-commerce and retail brands, with a sharp focus on omnichannel performance and creator-led storytelling.

The update includes enhancements to Meta’s Advantage+ catalog ads, now capable of recommending complementary products using AI. Early adopters like BigBasket reported a 3.4% drop in cost per install and a 2.7% lift in click-through rates using these tools.

But the bigger play is in omnichannel. Meta’s new ad formats allow brands to guide users to nearby physical stores with real-time inventory and promotions. Apparel brand Taneira saw a 3.5x increase in conversions and a 4.3x boost in ROAS compared to standard campaigns.

The platform is also integrating Partnership Ads with Advantage—a move that lets brands combine influencer content with AI-driven targeting. Zepto, for instance, used this hybrid approach to promote its 10-minute delivery USP, achieving an 18% reduction in customer acquisition cost and a 33% spike in click-through rate.

“India’s retail landscape is evolving fast, especially in tier-2 and tier-3 cities,” said Meghna Apparao, Director of E-commerce and Retail at Meta India. “These tools are designed to help brands meet consumers where they are—online, offline, and everywhere in between.”

With India now home to the world’s largest Instagram creator base, Meta’s strategy is clear: empower SMBs with enterprise-grade tools that blend automation, authenticity, and agility.