Edify, a fast-growing player in India’s refurbished consumer electronics market, has appointed Indian cricketer Ravi Bishnoi as both brand ambassador and angel investor, as the company sharpens its focus on scaling the certified pre-owned devices segment.
The move comes as Edify sets its sights on reaching $10 million in annual recurring revenue by the end of the next financial year, positioning itself as a trust-led platform in a category that is expanding rapidly but remains fragmented.
Ashwini Purohit, Co-founder, Edify, said, “India doesn’t lack devices. It lacks trust and accessibility. Our goal has been to rebuild the refurbished category from the ground up with technology, transparency, and a strong consumer experience. Ravi joining as both ambassador and investor signals that this shift is becoming mainstream.”
Ravi Bishnoi added, “Access to the right tools can change a person’s journey. Edify is making premium laptops accessible to people who need them most, and I’m excited to support that mission both as an ambassador and an investor.”
Founded in 2023 and backed by Prime Venture Partners and Beenext, Edify has served more than 50,000 customers nationwide and recorded 5x growth over the past year. The company operates at the intersection of affordability and sustainability, sourcing enterprise-grade devices, refurbishing them through structured quality protocols, and offering warranty-backed assurance to consumers.
India’s laptop penetration remains among the lowest globally, with only around 9% of households owning a computer, even as smartphone adoption continues to surge. According to Edify’s estimates, nearly 220 million households are still waiting for their first laptop, highlighting a significant affordability gap that certified refurbished platforms are beginning to address.
The appointment of Ravi Bishnoi is designed to enhance Edify’s connection with younger demographics and aspirational consumers. Bishnoi’s growing presence in Indian cricket and his appeal across emerging markets align with the company’s target audience base.
Bishnoi’s journey from grassroots cricket in Rajasthan to representing India resonates strongly with aspirational consumers across Tier 2 and Tier 3 cities, markets that Edify is actively targeting for expansion.
As affordability and sustainability reshape purchasing behaviour, India’s refurbished electronics ecosystem is moving toward formalisation. Edify’s dual push of operational scale and brand building reflects its ambition to emerge as a category-defining player.
Achieving the $10 million ARR milestone will depend on disciplined execution, supply chain depth, and sustained consumer confidence. If successful, the company could play a meaningful role in expanding access to premium computing across India’s next wave of digital users.
