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
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.
