Tecsox names Ritesh Baheti as vice president

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.