Brands
Tecsox names Ritesh Baheti as vice president
A million-order man joins the consumer electronics upstart as it chases the next generation of Indian listeners
GURGAON: Tecsox, the Indian consumer audio and lifestyle technology brand, has hired Ritesh Baheti as its vice president, betting that young, battle-tested leadership can sharpen its edge in one of the world’s most brutally competitive electronics markets.
Baheti is not a novice. He has spent years in the trenches of consumer audio, shepherding products from concept to shelf, among them single-driver Bluetooth open-wear speakers that carved out an entirely new listening format, alongside earbuds and speaker lines pitched at both the premium and value ends of the market. His fingerprints are on the full arc of product development: conception, design alignment and go-to-market execution.
The commercial results have been hard to ignore. Baheti has built direct-to-consumer sales ecosystems from scratch, deployed CRM platforms to manage customer lifecycles and architected order management systems robust enough to handle over one million orders a year, a figure that speaks as much to operational discipline as it does to raw ambition.
At Tecsox, he will lead product innovation, sharpen user experience across the portfolio and push the brand’s expansion deeper into India’s crowded consumer electronics arena.
Puneet Gulati, founder and promoter of Tecsox, framed the hire in generational terms. “At Tecsox, we believe the future of consumer technology lies in understanding the mindset of the new generation,” he said. “Bringing in young leadership like Ritesh will help us revolutionise our product approach, making it more aligned with the expectations of today’s users. His perspective and energy will play a crucial role in shaping products that are not only innovative but also deeply relevant to everyday lifestyles.”
Baheti, for his part, sounds eager for the fight. “I’m excited to step into this role at a time when Tecsox is rapidly evolving and expanding its footprint,” he said. “The opportunity to build products that combine performance, design and accessibility is incredibly inspiring. I look forward to contributing to the company’s vision of democratising technology and creating solutions that truly resonate with the next generation of consumers.”
Tecsox is doubling down on portfolio expansion and market penetration, with affordability and user-centric design as its twin levers. In a market where margins are thin and consumers are unforgiving, the company is placing a sizeable wager on Baheti’s ability to deliver products people actually want, and at prices they can actually pay. The clock is ticking.
Brands
EcoMedia Solutions launches EcoMeter to track carbon impact in media
New tool aims to bring real data and accountability to ads and events
GURUGRAM: EcoMedia Solutions has rolled out EcoMeter, a new solution designed to bring sharper carbon accountability to advertising, media, marketing and events.
Built on its proprietary EMS platform, EcoMeter aims to help brands and agencies measure the environmental impact of campaigns and on-ground activations using real-world data rather than broad estimates.
The move comes as sustainability gains traction across boardrooms, even as measurement within the advertising ecosystem remains patchy and often reliant on spend-based assumptions. EcoMeter attempts to change that by using localised emission factors and activity-based inputs, offering a more grounded view of carbon output.
“Today, most carbon calculations in our industry are derived from spends or broad averages. That does not reflect what is actually happening on the ground,” said EcoMedia Solutions founder & CEO Rumjhum Gupta. She added that the tool factors in variables such as location, execution and materials to deliver a more accurate picture.
The platform allows users to compare media choices based on environmental impact, plan lower-carbon campaigns and generate data-backed ESG and BRSR reports. It spans formats including OOH, DOOH, print, digital and live events, bringing sustainability into the same decision-making framework as cost and performance.
EcoMedia Solutions says the larger goal is to move the industry beyond surface-level sustainability claims towards measurable action. As scrutiny from consumers, investors and regulators intensifies, tools like EcoMeter could play a key role in helping brands back intent with credible data.
With this launch, the company is betting that the next big metric in advertising will not just be reach or ROI, but impact that can be counted in carbon.
