Abhimanyu
Choudhary

250,000 Rewards, Every Single Day

Abhimanyu Choudhary is not building a perk program. He is building plumbing. As Co-Founder and Chief Sales Officer of Xoxoday, he oversees the commercial growth of a platform that powers rewards, recognition, and loyalty for some of the world's largest enterprises - from the moment an employee hits a sales milestone to the instant a customer unlocks a loyalty redemption. The infrastructure runs quietly underneath, but the scale is anything but.

Quarter of a million transactions a day. Sixty million end users. Five thousand enterprise clients spread across 175 countries. Xoxoday's three flagship products - Plum (rewards infrastructure), Empuls (employee engagement), and Loyalife (customer loyalty) - represent a comprehensive bet on what the future of human motivation in business looks like: structured, personalised, and measurable.

Abhimanyu's role in that story is not the typical Silicon Valley origin tale. He did not drop out of Stanford. He did not pivot from a consumer app. He came from steel.

The Steel Man Who Chose Software

Before Xoxoday existed in its current form, Abhimanyu spent more than a decade at Tata Steel - one of the oldest and most storied industrial conglomerates in India. He joined as Manager of Sales and climbed methodically: Assistant General Manager, then General Manager of Sales. These were not ceremonial titles. At Tata Steel, sales leadership means navigating multi-year procurement cycles, managing relationships with industrial giants, and driving revenue for a company that operates blast furnaces on multiple continents.

By 2016, he had built the commercial instincts that most SaaS founders spend years trying to acquire. The question was what to build with them.

The answer came via a company that was still finding its feet. Xoxoday had been founded in 2012 as Giftxoxo - a consumer-facing gift experiences marketplace. By 2018, the founders had seen enough market signal to pivot toward enterprise. They needed someone who knew how to sell into large organisations, who understood procurement, who had felt the weight of a B2B deal close. Abhimanyu joined as Co-Founder that year, taking on the commercial side of a machine that was about to shift gears entirely.

The timing was not accidental. The "moments that matter" philosophy he brings to Xoxoday's sales positioning - the idea that a well-timed reward changes the emotional calculus of an employee or customer relationship - is rooted directly in his corporate years. He has seen both ends of the equation: the company writing the cheque for recognition programs, and the person on the receiving side of a reward that actually lands.

Three Products, One Infrastructure

Xoxoday's three-product suite spans employee engagement, rewards infrastructure, and customer loyalty - serving enterprises from Series B startups to Fortune 500 companies.

From Giftxoxo to a $100M Global Platform

The company that Abhimanyu joined in 2018 is not quite the company it is today - and the delta is significant. Xoxoday started as a consumer marketplace, found enterprise traction, and then navigated a particularly complicated chapter: in 2022, Giift - a Singapore-based loyalty infrastructure company backed by Apis Partners - acquired a majority stake. The deal raised $30 million and brought new ownership, new capital, and new geographic ambition.

For three years, Giift and Xoxoday operated as related but distinct entities. Then, in March 2025, Giift rebranded globally as Xoxoday. The combined entity, backed by a $70 million investment from Apis Partners, emerged with 9 offices across North America, India, Asia-Pacific, Europe, the Middle East, and Africa. Four months later, in January 2026, the company secured a Series C from Apis Partners and 57 Stars, pushing total funding past $100 million.

Abhimanyu's commercial fingerprints are visible across that growth arc. The company has reached 5,000 enterprise clients. It runs profitably - notable in an era when B2B SaaS companies routinely trade growth for losses. The business processes around $1 billion in cumulative gross merchandise value. These numbers do not happen by accident in competitive enterprise software. They happen when someone knows how to build and run a sales organisation at scale.

The Long Game

On Moments, Character, and What Actually Works

Abhimanyu occupies an unusual position in the HR technology conversation. He is not a product evangelist or a venture-backed idealist. He is a sales leader who has spent the better part of two decades watching what actually moves people - and organisations. That operational perspective shapes how he thinks about Xoxoday's core proposition.

The company's positioning around "moments that matter" - the idea that a reward delivered at precisely the right moment changes the emotional relationship between an employer and an employee, or a brand and a consumer - is not just marketing language. Abhimanyu has moderated roundtables on this topic at the Consero Total Rewards Forum, presented at WorldatWork Total Rewards, and spoken at SHRM conferences. The framing is consistent: rewards are not perks. They are signals. And signals are only as powerful as their timing and relevance.

His personal philosophy tracks similarly. He has said publicly that he is not impressed by titles or fame, but by how people treat strangers - that the moments when good deeds go unobserved are the ones that define character. For someone whose professional life is built around recognition systems, that preference for unobserved virtue is a curious counterpoint. It suggests someone who has thought carefully about what recognition actually means versus what it is used for.

IPO on the Horizon

The company Abhimanyu helped build is now publicly talking about going public. An IPO, targeted for late 2027 or early 2028 subject to market conditions, would represent the completion of a remarkable arc: from a consumer gifting marketplace founded in 2012, through multiple pivots and ownership changes, to a globally distributed B2B SaaS platform handling hundreds of thousands of transactions daily.

The path there runs through continued international expansion - the Series C raised in January 2026 is explicitly targeted at accelerating global reach. It runs through deepening the platform's AI-personalization capabilities, which Abhimanyu has highlighted as central to the next phase of product development. And it runs through holding the commercial discipline that has made Xoxoday profitable while growing: a rare combination in enterprise software, and one that reflects directly on how the sales organisation has been built and run.

For Abhimanyu, the larger ambition is clear: reshaping how enterprises think about engagement at scale. Not point solutions. Not perks budgets. An infrastructure layer that makes every reward - whether to an employee, a channel partner, or a consumer - feel personal, timely, and real.

At quarter of a million transactions a day, the infrastructure is already there. What comes next is the question of how far it can go.