From a Bangalore traffic jam to 6 markets: TMOE is Digital/Online Start-up of the Year

The Marvel of Everything (TMOE) has been named Digital / Online Start-up of the Year at the Entrepreneur India Awards 2026, presented by Entrepreneur India at its Entrepreneur 2026 summit in New Delhi.

It began with a question. Could trusted publisher content do more than inform? Could it help people make decisions, and give brands a measurable way to reach them at exactly that moment?

The idea has its own origin story: a Bangalore traffic jam. Twenty-two lanes squeezing into one chaotic, somehow-functioning chokepoint. Nikunj Khanna saw the internet in it, full of energy, ideas and content, but stuck for want of the right pathways. TMOE was built to be those pathways.

An idea like that needs more than one mind. Sometime in 2024 Nikunj Khanna, Jaskirat Singh Bedi and Abhishek Marla met in a small place in Mumbai with nothing but a notebook and a big question. Like the three musketeers, each brought a different strength to the table, and they agreed on one thing early: they would not build just another decision engine. They wanted to bring the whole ecosystem together, with media publishers, brands and shoppers all guiding the same decision. Before the night was over, they wrote their agreement on a single page and signed it.

Then came the real-world test. The first experiment was small: one media publisher whose readers stretched across India and Southeast Asia. It worked. Today it is a network across six markets and four regions, with more than 100 media publishers and brand partners, including names such as Amazon, Myntra, Zomato, The Indian Express, ZEE, TNL Mediagene and Kompas Gramedia.

The network produces close to 10,000 decision-stage content pieces every month: the reviews, comparisons and buying guides people read while they are making up their minds. Since launching, TMOE has generated a cumulative US$150 million in GMV through CPS-linked campaigns alone (CPS means cost per sale: brands pay when a sale happens).

As the business grew, so did what it could deliver. TMOE now works with brands on leads and new-user acquisition as well as sales, across marketplaces, D2C, BFSI, travel, food delivery, lifestyle and wellness. The through-line is the same: put useful content in front of someone who is weighing a decision, then measure what happens next.

The road was not straight. TMOE changed direction when things didn't work, and rebuilt when its assumptions were wrong. MarvelOf.com, the company's own publisher and innovation lab, is where much of that learning happens. It is the place TMOE tries new ideas, gets some of them wrong, and takes what works back to the wider network.

Then came a surprise. The team noticed that content from its network was starting to appear as a source in AI-generated recommendations. Trusted content was no longer only helping people research a choice. It was shaping the answers they get from AI. That discovery pulled TMOE into AEO/GEO (optimising to be the answer AI gives) and AI-driven brand discovery, and toward a longer-term goal it calls Decision Infrastructure: a system where every consumer decision creates learning that improves the next one.

"This award belongs to the publishers, brand partners and the team who built this with us," said Nikunj Khanna, Co-Founder, TMOE. "We changed direction when things didn't work, and rebuilt when our assumptions were wrong. That willingness to learn in real markets is what took us from one experiment to a network across six markets. This recognition matters because it adds credence to the bets we've made, and acknowledges the standard we set out to build."

"Consumers now make decisions through publishers, creators, search and AI, and much of the value created at that moment is still fragmented," said Abhishek Marla, Co-Founder, TMOE. "Trusted content is what ties those pieces together, whether it drives a purchase or shapes an AI answer. We are building the infrastructure that connects it all, and this recognition tells us we are on the right path."

TMOE plans to go deeper in its existing markets, enter new ones, and keep building its AI discovery capabilities.

The Marvel of Everything is building Decision Infrastructure to connect trusted content, consumer decision-making and commerce across markets. Its Commerce Network links media publishers, brands, agencies and marketplaces through decision-stage content and measurable outcomes. Its Discovery capabilities extend to AI-driven brand discovery, including AEO/GEO. Founded by Nikunj Khanna, Jaskirat Singh Bedi and Abhishek Marla, TMOE operates across six markets and four regions with more than 100 publisher and brand partners, and has generated a cumulative US$150 million in GMV since launch.

MarvelOf.com, TMOE's first-party publisher, is its innovation lab, where new content and decision models are tested before they reach the wider network. Learn more at themarvelof.com.