Madhvendra Das

Before starting his own business, Das led communications and corporate social responsibility work at multinational financial institutions including Deutsche Bank and Citibank, serving as a corporate communications lead. He recalled that doing communications inside a company meant having immense conviction that the company was intrinsically right, and feeling that, as the senior communications leader, it was his responsibility to communicate that to the public: “the buck stops with me.”⁠[1][1][1][1]

On September 8, 2015, Das, under his registered full name Madhvendra Puri Das, became a director of Goodedge Advisory Private Limited, registered in Mumbai that day, together with Reshma GhoshalReshma GhoshalReshma Ghoshal is an Indian marketing and communications professional and the co-founder and director of The Good Edge, an integrated communications agency in Mumbai, where she oversees creative work. She is also a board member of Udyogini, an organization that supports women’s entrepreneurship.Open the full entry; the company’s registered contact email uses the thegoodedge.com domain. The two had noticed that brand, creative, content and PR were operating in silos, and founded The Good Edge to give brands a unified voice.⁠[2][2][3][3][4][4]

Das recalled that, as a corporate communications lead, he could never find an agency able to handle the full corporate communications function: advising company leadership, setting narratives and executing plans, communicating with internal and external stakeholders, keeping CSR programs aligned with company strategy, and backing all of this with strong content and creative capabilities. They therefore set out to build a corporate communications agency, not just a PR, content, creative or event agency.⁠[1][1][1][1]

On July 23, 2021, Good Edge Foundation was registered with the Registrar of Companies in Mumbai, with social work activities as its registered main activity; Das and Reshma Ghoshal became directors the same day.⁠[5][5][5][5][5]

In a March 2025 interview, Das said his corporate communications experience at banks led him and several senior colleagues who also came from the financial sector to bring a sense of ownership into the agency, treating clients’ business as if it were their own company, so they felt disappointed when a client treated them as a vendor rather than a team member; that experience also gave them a better understanding of the growing role of compliance in BFSI communications, and of the need for a multinational client’s communication strategy to be relevant both for India and for its headquarters.⁠[1][1][1][1][1]

He said what matters in a CSR program is the impact it creates for the beneficiary community on the ground and the social dividend and goodwill it generates for the company; a purposeful CSR program with a calibrated communication strategy can build “Enduring Goodwill” for a company, serving as both a “halo” and an “armor” for its brand. On corporate storytelling, he said “The Art remains the same, the Tools have changed tremendously,” and that a company’s leaders and people should be the first line of storytellers, followed by credible media platforms.⁠[1][1][1][1]

On crisis management, he advocated “crisis proofing before crisis management”: putting mechanisms for tracking, alerting and response in place in advance to reach a “No-Surprise” situation; responding in “One-Voice”; documenting every crisis or near-crisis even after it has been managed; and, since crises in the digital age can emanate from many more sources, containing and isolating them as far as possible: “Don’t let the fire spread.”⁠[1][1][1][1]

The Good Edge: Official website: https://www.thegoodedge.com/ (opens in a new window).⁠[4]