The Good Edge

On September 8, 2015, Madhvendra Puri Das and Reshma Ghoshal registered Goodedge Advisory Private Limited with the Registrar of Companies in Mumbai, both becoming directors the same day; the company’s registered contact email uses the thegoodedge.com domain.⁠[1][1][1][2][2][2]

According to the company’s own account, the two founders noticed that brand, creative, content and PR were operating in silos and out of sync, and founded the agency to give brands a unified voice. Madhvendra Das recalled that, as a corporate communications lead, he could never find an agency able to handle everything a full corporate communications function needs, so they set out to build a corporate communications agency rather than just a PR, content, creative or event agency.⁠[3][3][4][4]

Former financial journalist Vinu Lal was appointed a director of The Good Edge and, as part of the agency’s expansion in western India, was tasked with setting up its Pune office and developing the region. He had previously been head of corporate communications at ING Vysya Bank and had worked at media outlets including The Economic Times and Mergermarket.⁠[5][5][5][5][5]

The Good Edge was appointed public relations and communications partner for Westlife Foodworld Limited, the company that owns and operates McDonald’sMcDonald’sMcDonald’s is a publicly traded restaurant company headquartered in Chicago, known for hamburgers, fries, drive-thrus and its franchise network. Its origins lie in the restaurant opened by Richard and Maurice McDonald in 1940; Ray Kroc expanded franchising from 1955. It operates across more than 100 countries, with the great majority of restaurants run by independent operators.Open the full entry restaurants in West and South India, with more than 450 outlets. Under the mandate, The Good Edge handles corporate communications, media relations, public affairs, corporate reputation management and crisis management for Westlife Foodworld, the McDonald’s brand across West and South India, and Ronald McDonald House India.⁠[6][6][7]

The Good Edge describes itself as an integrated communications and creative agency whose team of senior specialists and young talent serves marquee brands across India. Its specialties include strategic communications advisory, internal and external communications, bespoke content, press and media relations, crisis communications, corporate social responsibility, visual design, corporate art program management and employee engagement.⁠[3][3]

In a 2025 interview, Madhvendra Das said the agency has two core objectives, CEO advisory and integrated communications; compared with typical new agencies, it has more senior advisory talent and more in-house content, design and creative capabilities, and works with cross-functional teams. He said its clients include banking, financial services and insurance (BFSI) companies, and that its work is about building what it calls “Enduring Goodwill” for clients, in which CSR programs play an important role. The agency also created the new name and visual identity for the rebranding of Tata Motors Global Services Limited as Xcelion.⁠[4][4][4][4][3][3]

The Good Edge is headquartered in Worli, Mumbai, with further offices in Bangalore, Hyderabad, New Delhi and Pune, and its work also covers cities including Chennai. At its 11th anniversary, the company had 99 employees across six cities.⁠[3][3][3][3][3][3]

The Good Edge: Official website: https://www.thegoodedge.com/ (opens in a new window).⁠[3]

LinkedInLinkedInLinkedIn is a social networking platform for professionals. It was founded in 2002 by Reid Hoffman and others, launched in 2003, and listed on the New York Stock Exchange in 2011; after Microsoft acquired it for approximately $26.2 billion in 2016, it became a wholly owned Microsoft subsidiary. Its revenue comes from membership subscriptions, advertising, and recruitment solutions.Open the full entry: Public profile: https://www.linkedin.com/company/the-good-edge/ (opens in a new window)⁠[3]