Edify Targets Dollar 10M ARR, Onboards Ravi Bishnoi as Investor to Scale India’s Dollar 11B Refurbished Tech Market

Bengaluru, Feb 12: Edify, a technology-led refurbished laptop platform building a premium re-commerce brand for India’s growing digital workforce, today announced Indian cricketer Ravi Bishnoi as its brand ambassador and angel investor. The move marks a new phase of brand and market expansion for the startup as demand for affordable, high-performance computing continues to rise. Founded in 2023 and backed by investors including Prime Venture Partners and Beenext, Edify has already served over 50,000 customers nationwide and has grown 5x over the past year, with plans to reach $10M ARR by the end of the next financial year. The company is positioning itself as a trust-first alternative in India’s fragmented refurbished electronics market, combining enterprise supply with certified quality and warranty-backed assurance.

India’s secondary electronics market represents an estimated $11 billion opportunity, yet it remains largely unorganised, with most refurbished devices sold through offline grey-market channels with limited quality assurance. As the category begins to formalise, Edify is positioning itself as a technology-led certification layer, combining enterprise asset sourcing, AI-driven diagnostics, and transparent grading to turn refurbished laptops into a trusted, brand-led purchase rather than a price-driven gamble.

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.

At the core of Edify’s strategy is a proprietary intelligence stack that includes automated testing, predictive procurement models, and workflow optimisation tools designed to standardise refurbished quality at scale. Devices pass through a multi-stage certification process supported by data-driven diagnostics, allowing the company to maintain consistent quality while operating with strong unit economics. The approach reflects a broader shift in re-commerce, where value increasingly comes from software, data, and brand trust rather than inventory aggregation.

Ravi Bishnoi’s entry into Edify goes beyond brand visibility. By investing personally in the company, the Indian cricketer is aligning with a business model built around digital inclusion and access, themes that resonate strongly with young, aspirational consumers in emerging markets. Growing up in a small village near Jodhpur, Bishnoi’s journey mirrors Edify’s positioning around democratising premium computing for students, creators, and first-time professionals. His involvement is expected to accelerate Edify’s national brand-building efforts as the company evolves from a high-growth D2C platform into a broader consumer technology brand.

Looking ahead, Edify plans to deepen its presence in Tier 2 and Tier 3 cities while expanding into adjacent computing categories. The company is also investing in enterprise partnerships and fintech layers designed to extend device lifecycles and unlock recurring revenue streams. With corporate IT refresh cycles shortening and millions of devices entering 

secondary markets each year, Edify believes India is entering a structural shift toward organised re-commerce, one where brand trust, AI-led quality control, and capital-efficient supply chains will define category leaders.

Supporting Quotes

Ashwini Purohit, Co-founder, Edify

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, Indian Cricketer & Brand Ambassador, Edify

• 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.