Edify is targeting $10 million in annual recurring revenue while expanding India’s organised refurbished laptop market, with cricketer Ravi Bishnoi joining as both brand ambassador and investor.
India’s refurbished electronics market is entering a formalisation phase.
Bengaluru-based Edify is targeting $10 million in annual recurring revenue (ARR) by the end of the next financial year, as it expands in what it estimates to be an $11 billion secondary electronics opportunity.
The company has also onboarded Indian cricketer Ravi Bishnoi as both brand ambassador and angel investor, signaling an effort to accelerate brand recognition alongside operational growth.
A fragmented but expanding market
India’s refurbished device market remains largely unorganised. A significant share of secondary laptops is still traded through offline grey-market channels with limited warranty, certification, or quality assurance.
Edify is positioning itself as a “trust-first” alternative — sourcing enterprise-grade laptops, applying AI-driven diagnostics, and offering certified warranties to standardise quality.
Founded in 2023 and backed by Prime Venture Partners and Beenext, the startup says it has served over 50,000 customers nationwide and grown fivefold year-on-year.
The laptop affordability gap
India’s laptop penetration remains relatively low. The company estimates that only about 9% of households own a computer, even as smartphone adoption has surged.
By Edify’s projections, roughly 220 million households are still waiting for their first laptop.
As remote work, online education, and digital entrepreneurship expand, the demand for affordable computing is increasing.
Certified refurbished devices offer a lower price entry point without the depreciation risks of new hardware.
Building a tech-led re-commerce engine
Unlike inventory-led resellers, Edify is building what it describes as a proprietary intelligence stack.
This includes:
- Automated multi-stage device testing
- AI-based diagnostics and grading
- Predictive procurement models
- Workflow optimisation for refurbishment
The company argues that value in re-commerce is increasingly derived from software and quality assurance systems rather than simply aggregating used inventory.
By integrating enterprise IT refresh cycles into its supply chain, Edify aims to maintain consistent device quality while operating with tighter margins and stronger unit economics.
Celebrity capital and brand trust
Ravi Bishnoi’s involvement goes beyond endorsement.
By investing personally in the company, the cricketer is aligning with the startup’s positioning around digital access and affordability.
His public persona — rooted in a small-town upbringing — mirrors Edify’s narrative of democratising access to high-performance computing.
For D2C consumer brands in India, celebrity alignment often serves as a catalyst for broader national recognition, particularly in Tier 2 and Tier 3 cities where aspirational branding carries weight.
Strategic expansion plans
Looking ahead, Edify plans to:
- Deepen penetration in Tier 2 and Tier 3 cities
- Expand into adjacent computing categories
- Develop enterprise partnerships
- Introduce fintech layers to enable device financing and lifecycle management
Shortening corporate IT refresh cycles mean millions of devices enter secondary markets each year. Organised players capable of certifying and redistributing those assets efficiently could capture recurring revenue streams.
Competitive landscape
India’s re-commerce space includes horizontal marketplaces, offline refurbishers, and specialised D2C brands.
However, few players operate at scale with standardised quality control systems.
Trust remains the central friction point.
If Edify can consistently deliver certified quality with transparent grading and warranty coverage, it may benefit from increasing consumer confidence in refurbished purchases.
A structural shift toward organised re-commerce
Globally, refurbished electronics are moving from discount-driven resale to branded, quality-assured platforms.
India’s large, price-sensitive but digitally ambitious population presents a significant runway.
Edify’s $10 million ARR target represents an early milestone rather than market maturity.
The broader question is whether India’s secondary electronics market can transition from fragmented resale to structured, technology-led re-commerce.
If that shift accelerates, startups like Edify could help define how affordable computing scales in one of the world’s fastest-growing digital economies.
