Our Story

Three decades of building access to technology.

From Digital Waves in 1994 to Prime AssetSource today — the story of simplifying how Indian businesses access enterprise IT, equipment, and operational infrastructure.

The journey of Prime AssetSource began in 1994 with the establishment of Digital Waves by Kaushik Sonawala and Preet Sonawala.

Digital Waves was founded with a vision to provide technology solutions and build long-term relationships in the fast-evolving IT industry. Over the years, the business gained extensive experience in enterprise technology, customer support, and infrastructure solutions, laying a strong foundation for future growth.

As the demand for flexible technology access and asset financing increased, the leasing and rental division evolved into a specialized business vertical. To create a focused platform dedicated to leasing and asset solutions, Prime AssetSource was established in 2001.

What began primarily as an IT leasing company has today grown into a comprehensive asset leasing and rental solutions provider serving startups, enterprises, institutions, and growing businesses across India.

Our mission

Founders

Built by two founders, sustained by the values they shaped.

Founder & Visionary

Kaushik Sonawala

In memoriam

Kaushik Sonawala was a visionary entrepreneur whose leadership and passion for technology played a defining role in building both Digital Waves and Prime AssetSource. With deep industry experience and a strong understanding of evolving business needs, he believed organizations should have easier and more flexible access to technology and infrastructure.

This vision became the foundation for building a specialized leasing business that would later evolve into Prime AssetSource. His entrepreneurial spirit, customer-first philosophy, and commitment to building lasting relationships continue to inspire the company and its people every day — his legacy remains deeply embedded in the culture and values of the organization.

Founder & Managing Director

Preet Sonawala

Preet Sonawala leads Prime AssetSource with a strong focus on customer relationships, scalable leasing solutions, and long-term business growth. Over the years, he has helped expand the company from a focused IT leasing business into a diversified asset leasing and rental partner serving multiple industries and business segments.

Under his leadership, Prime AssetSource continues to evolve with changing market requirements while maintaining its commitment to operational reliability, responsiveness, and service excellence. Today, the company supports businesses with flexible leasing and rental solutions across technology infrastructure, enterprise assets, manufacturing equipment, workplace solutions, and lifecycle management services.

Leadership

The team that runs Prime AssetSource day to day.

Managing Director

Raghavendra K

Raghavendra sets the direction for the company and keeps everyone focused on what matters most. He has a sharp sense for business strategy and a talent for building relationships that last well beyond a single project. Clients value him for his straightforward approach and his genuine interest in their success.

Chief Financial Officer

Manash Ghoshal

Manash looks after the company's finances with a careful, practical eye. He handles planning, budgeting, and compliance, making sure every rupee is put to good use. His steady judgment helps the business grow with confidence while staying on firm financial ground.

Chief Operating Officer

Bhagwan V Magadum

Bhagwan keeps the day-to-day running smoothly, from coordinating teams to making sure work is delivered on time. He has a knack for spotting what slows things down and fixing it quickly. His hands-on style and attention to detail keep standards high across every project.

Vice President

Thirunavukarasu Muniswamy

Thirunavukarasu drives the company's key initiatives and brings teams together to get things done. He is skilled at finding new opportunities and building partnerships that open doors. People who work with him appreciate his clear thinking and his drive to see ideas through.

Legal & Correspondence

Dipak Agarwal

Dipak takes care of the company's legal matters, contracts, and official communication. He knows his way around corporate law and compliance, and he makes complex issues easy to understand. His careful, dependable work gives the team and our clients real peace of mind.

Our journey

1994
Digital Waves founded
Kaushik Sonawala and Preet Sonawala established Digital Waves to provide technology solutions and build long-term relationships in the fast-evolving Indian IT industry.
2001
Prime AssetSource established
A focused IT leasing company set up to give Indian businesses a flexible, dependable alternative to outright purchase of enterprise technology.
2009
Structured enterprise leasing
Expansion into structured leasing programmes for enterprise customers, with deeper service and support across the rental fleet.
2015
Growth across SMEs + enterprises
Customer base broadened from startups through SMEs to large enterprises, with PAN-India delivery and a maturing lifecycle services layer.
2020
Beyond IT — diversification
Diversified into non-IT asset leasing — workplace infrastructure, manufacturing and industrial equipment, and operational assets.
Present
Comprehensive asset leasing partner
Delivering flexible leasing and rental solutions across multiple asset categories for startups, enterprises, institutions, and growing businesses nationwide.

What drives us

We believe businesses should have access to the infrastructure they need without being constrained by ownership costs and heavy capital expenditure. Today, Prime AssetSource provides flexible leasing and rental solutions across a wide range of asset categories.

IT infrastructure & computer systems

Laptops, desktops, AIO and mini PCs configured for every team size and workload.

Enterprise technology equipment

Workstations, servers, networking and storage tuned for production workloads.

Electronic equipment

Audio-visual, conferencing, and electronic systems for offices, classrooms and events.

Manufacturing & industrial equipment

Equipment leasing for shop-floor, plant, and industrial deployments at scale.

Office furniture & fit-outs

Workstations, seating, meeting rooms and full-office fit-outs through a flexible rental model.

Workplace & operational assets

Day-to-day operational infrastructure — preserved capital, predictable monthly costs.

With over three decades of industry experience originating from the Digital Waves journey, Prime AssetSource continues to build on the founding values of trust, long-term relationships, service excellence, and business reliability.

Want to work with us?

Tell us what your business needs. We'll come back with a structured leasing plan that fits the way you scale.

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