Co-founder of Addox Digital & CEO of Dexta Academy. Performance marketer, educator, entrepreneur. From Perinthalmanna in Malappuram — running paid acquisition for brands across Kerala & the GCC, and training the next generation of marketers along the way.
The short version is on the home page. Here's the one I'd tell you over chai — with the partners' names, the rebrand, the year Meta showed up, and the bet I'm placing now.
I was born on 10 July 1996 in Perinthalmanna, a town in Malappuram, Kerala. From school days I was obsessed with technology — gadgets, software, the way things worked under the hood — and I had a natural pull towards business at the same time.
Two interests, one wire. I didn't know it yet, but the rest of my life was going to live exactly at that intersection: technology used in service of business outcomes.
I was still in college when I started writing techzip.in — a Malayalam blog covering tech, apps, gadgets and digital marketing. In May 2016 the first post went live. Around the same time I launched a YouTube channel under the name Raees Kappoor.
It wasn't a strategy. It was an itch. But ten years on, those two channels have given me the longest unbroken thread in my career — content, in Malayalam, for people who wanted to learn this stuff in their own language.
I finished my B.Tech in Computer Science at MES College of Engineering (University of Calicut, 2014–2018). Right out of college in September 2018, I co-founded an agency with my two business partners — Jamshad and Fasil. We called it Addox Media Hub.
We took on whoever would have us — local boutiques, first-time founders, brands that had been burned before. We did the work, retained the clients, refined the services. By the end of 2019 we had an identity in the Kerala market and a pipeline that wasn't going to dry up.
The old name was holding us back. In 2020–21 we rebranded from Addox Media Hub to Addox Digital — a sharper identity, clearer market focus, a bet on performance marketing as our one thing.
Between 2022 and 2024 we became a Meta Official Business Partner, crossed 100+ projects delivered, expanded into the GCC / Dubai market and opened a new office workspace. Average client retention settled at 1.5 years — which is the metric I'm most proud of.
Every other week, somebody was asking, “How did you learn this?” In January 2025 I co-founded Dexta — Digital Expert Academy with Fazil Ummer, in Perinthalmanna. The flagship is a Digital Marketing course integrated with AI tools and Digital Sales.
Year one: 50+ students, four talk shows hosted, and a vision we don't move from — Create yourself. It's the school I wish existed when I was 19.
The next decade is AI-native. I'm rebuilding Addox's media buying around automation, training Dexta students to use AI as a co-pilot (not a crutch), and codifying the systems that took us seven years to figure out — into playbooks anyone can use.
The mission hasn't changed since 2018: help brands & people build their digital identity, grow through systems, and create real results. Everything else is just the medium.