Ravi Bishnoi backs tech brand Edify as brand ambassador and investor | Business

Technology-led refurbished laptop platform Edify has announced Indian cricketer Ravi Bishnoi as its brand ambassador and angel investor, marking a significant step in the company’s expansion journey. Founded in 2023 and backed by Prime Venture Partners and Beenext, the startup has already served more than 50,000 customers across India and recorded 5x growth over the past year. It is now targeting $10 million in annual recurring revenue by the end of the next financial year. 

The partnership signals Edify’s intent to accelerate brand-building efforts as demand for affordable, high-performance computing continues to grow across the country.

Tapping into an $11 Billion Opportunity

India’s secondary electronics market is estimated to be worth $11 billion, yet much of it remains unorganised. Refurbished laptops are often sold through offline grey-market channels with minimal quality assurance, creating hesitation among buyers.

Laptop penetration in India remains low, with only about 9% of households owning a computer. Edify estimates that nearly 220 million households are still awaiting their first laptop, underlining a vast affordability gap that certified refurbished platforms are now working to bridge.

Technology at the Core

At the heart of Edify’s operations is a proprietary intelligence stack featuring automated testing, predictive procurement, and workflow optimisation. Each device undergoes a multi-stage certification process powered by data-driven diagnostics, ensuring consistent quality at scale while maintaining strong unit economics.

The model reflects a broader evolution in re-commerce, where differentiation increasingly comes from software, data systems, and consumer trust rather than simple inventory aggregation.

Bishnoi’s Strategic Alignment

Ravi Bishnoi’s association extends beyond endorsement. By investing personally in the company, the cricketer aligns himself with Edify’s focus on digital inclusion and access.

Growing up in a small village near Jodhpur, Bishnoi’s journey resonates with Edify’s mission to democratise premium computing for students, creators, and young professionals.

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 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.”

Expansion Plans Ahead

Looking forward, Edify plans to strengthen its footprint in Tier 2 and Tier 3 cities, expand into adjacent computing categories, and build enterprise and fintech partnerships aimed at extending device lifecycles.

With corporate IT refresh cycles accelerating and millions of devices entering secondary markets annually, Edify believes India is on the cusp of an organised re-commerce transformation, one defined by AI-driven quality control, trusted branding, and capital-efficient supply chains