Brands
Edgistify hires Gowrish Rai as EIR–growth to drive next-phase expansion
MUMBAI: Edgistify has tapped transformation veteran Gowrish Rai as its new entrepreneur in residence for growth, bolstering its leadership bench as the warehousing and fulfilment firm gears up for an aggressive expansion push.
Rai arrives with more than two decades of experience in business transformation and operations excellence across Wells Fargo, EY, Target and Deloitte, a career built on redesigning systems, scaling processes and delivering measurable improvements across large global operations.
Edgistify says the hire is central to its next phase. Founder and chief executive Umang Shukla calls Rai “a builder of structure”, arguing that the company’s ambitions demand sharper frameworks, tougher discipline and a more technology-driven operating spine.
Rai says the mandate is clear: strengthen capabilities, boost efficiency and hard-wire a high-performance culture as Edgistify expands deeper into India’s supply-chain corridors. His background spans large-scale change management, risk mitigation and cross-functional transformation, skills the company hopes will accelerate its move from a fast-growing upstart to a nationally dominant fulfilment network.
Founded by Shukla, Antim Suman and Kamal Kumawat, Edgistify operates through its EdgeOS platform, a tech-led system that manages warehousing, orders and transportation across 75 plus sites and more than 18,000 pin codes.
With Rai now in its corner, Edgistify is not just scaling, it is sharpening its claws.
Brands
Thermocool rolls out Navratri campaign on trains and stations
Nine day digital push blends devotion and storytelling for travellers
NEW DELHI: Thermocool Home Appliances has launched a high-visibility digital campaign during Navratri, turning railway stations and trains into storytelling spaces that blend culture with brand engagement.
The nine-day campaign spans key high-footfall locations including Katra, Anand Vihar, Gorakhpur, Prayagraj and Moradabad, along with the Vande Bharat Express on the Delhi-Katra route. Travellers encounter the campaign across station screens, concourses and onboard infotainment systems, making it hard to miss.
What sets the initiative apart is its narrative approach. Each day of Navratri is dedicated to one of the nine forms of Goddess Durga, with digital content explaining the significance and stories behind each day. The result is a campaign that does more than advertise, it informs and engages passengers in the middle of their journeys.
For director of sales and marketing Tanuj Gupta, the idea was to go beyond visibility. He noted that while Navratri is widely celebrated, awareness of its deeper meaning is often limited, and the campaign aims to bridge that gap in a simple and accessible way.
By tapping into high-traffic transit spaces, Thermocool is placing its message where audiences naturally gather, from busy platforms to train compartments. The repeated exposure across these touchpoints is designed to build familiarity while creating a more meaningful connection with consumers.
In a season marked by devotion and festivity, the campaign finds a clever middle ground. It turns everyday travel into a cultural moment, where storytelling travels alongside the passenger.
