22North DNA

Who We Are

22North by Phonon is an airline’s Manage My Booking across alternate digital channels, designed to own and automate passenger communication end to end, from pre-booking through post-travel. Over the years, Phonon has diversified & built aviation-specific systems to better serve aviation businesses.

Phonon is a 3X Deloitte Technology Fast 50 company, building profitable, enterprise-grade communication technology for global companies across aviation, BFSI and retail sectors.

We are a proudly Made in India company headquartered in Vadodara, Gujarat.

Leadership at 22North

Chief Executive Officer

Ujwal Makhija

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Chief Executive Officer

Ujwal Makhija

"Making complex journeys feel effortless."

Two decades asking why customers should work harder than technology. Electronics engineer, MBA from IIM Calcutta, former WNS leader. Passionate about intelligent automation and elegant solutions. Off-duty: golfing, gardening, and solving problems nobody else has noticed.

Head of Revenue

Pooja Makhija

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Head of Revenue

Pooja Makhija

"Finding opportunities where others see obstacles."

Combines sharp commercial thinking with an instinct for building momentum. Known for connecting dots others miss and turning "maybe someday" into "what's next?" Outside work: mentoring, meaningful causes, and three spirited children who keep life full of perspective.

Chief Technology Officer

Paresh Domadia

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Chief Technology Officer

Paresh Domadia

"Building technology at scale. Questioning everything else."

Looks at impossible problems and asks, "What if we did it differently?" AI experimenter and lifelong learner — passionate about system architecture, spiritual philosophy, gardening, and cooking.

Head of Customer Success

Parin Shah

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Head of Customer Success

Parin Shah

"Success isn't a feature. It's the outcome."

The person customers call when something needs to work — and keep working. Brings relentless ownership to every challenge, ensuring technology delivers real-world results. Passionate about sports, travel, and making memories with his kids.

Milestones That Shaped 22North

We are a proud Made In India company headquartered in Vadodara, Gujarat. We specialize in solving business problems – with technology as a means, not an end.

2026

22North establishes presence across GCC and Central Asia

Latest

Increased CSAT survey responses by 108%. Introduced baggage belt notifications that help remove uncertainty at one of the most overlooked moments in the journey.

2026

Partners with Optivara to power disruption recovery with decision sciences

A next-generation disruption recovery and passenger servicing platform designed to bridge the gap between operations, passenger engagement, and ancillary commerce.

2026

One of the first to become AWS-qualified passenger operations platform

AWS FTR validated, meeting enterprise-grade security benchmarks. Customers can procure and deploy our software in a fraction of the traditional B2B cycle.

2025

22North "Manage My Booking on Alternate Channels"

Powered by integrations with Amadeus, Navitaire and Sabre, 22North is Phonon's aviation-specific platform focused on optimizing & improving aviation operations. It implements multilingual passenger journeys including Conversational Manage My Booking, ancillary and duty-free sales, schedule change and IRROPS communication, loyalty engagement, and baggage services.

2024

Pan-India unified Audiotex License acquired

Phonon obtained the AudioTex Unified License for PAN-India operations, allowing it to provide seamless and compliant services across the country. This milestone further solidified Phonon's expertise in telephony solutions, ensuring smooth nationwide operations while adhering to regulatory standards.

2019

Partnership with Truecaller for Business

Strengthening its position in caller identification and business communication, Phonon entered into a channel partnership with Truecaller for Business. This collaboration empowered enterprises to enhance their brand visibility, reduce spam-related concerns, and improve customer trust through verified business caller identification.

2019

Phonon Central Platform established

Phonon introduced Phonon Central, a self-service platform designed to streamline customer interactions through IVR (Interactive Voice Response) and chat solutions. This initiative enabled businesses to automate customer engagement, reducing operational costs while improving response times and service quality.

2018

iDeliver launches

In a strategic move to enhance its artificial intelligence capabilities, Phonon acquired iDeliver, a provider specializing in AI-powered bots. This acquisition allowed Phonon to integrate advanced automation into its portfolio, offering businesses intelligent customer support and self-service options through voice and chat-based interactions.

2016

Audiotex License acquired

Phonon was granted the Audiotex license for the Vadodara service area, enabling it to expand its offerings in regulated voice-based services. This licensing marked a key step in the company's journey to provide compliant, high-quality telephony solutions tailored to businesses' evolving needs.

2015

Phonon now a Private Limited Company

Phonon transitioned from a proprietorship to a Private Limited Company, a significant milestone that reinforced its commitment to growth and innovation. This incorporation helped Phonon scale its operations, attract investment, and establish a stronger foothold in the competitive communication technology industry.

2014

Click to Call™ Launches

Phonon successfully secured the trademark for Click to Call™, a pioneering solution designed to bridge the gap between businesses and their customers. This innovation allowed enterprises to offer real-time, one-click communication, significantly improving customer engagement and conversion rates.

2006

Phonon Founded

Phonon was founded as a proprietary firm by visionary entrepreneur Mr. Ujwal Makhija. Established as a cloud telephony company based in Asia, Phonon aimed to revolutionize business communication by leveraging emerging technologies to provide seamless, automated customer interaction solutions.