Rit started his career behind the counter of his family’s dairy in Karori, Wellington. In 2022, while his parents were in India with his late grandmother, he and his best mate filmed three TikToks in the shop. The account grew into Karori Dairy, which reached 27.8 million views, 1.8 million likes and 40,600 followers. It drew visitors from all over New Zealand and earned coverage on national live TV and in the press.

Rit turned that attention into a content agency, using the dairy’s story to pitch local businesses. Early clients included a sneaker reseller and Greek Food Truck, whose videos travelled internationally and were mentioned on Greek national television. He went on to write, film and edit short-form content for Wellington hospitality brands including Kosmos, Napoli, Dakota, Fresko and The Residence. At its peak, the work was generating more than one million organic views a week, with over a dozen videos passing one million views.

When the downturn hit his hospitality clients, Rit’s agency was contracted by OMD and Clemenger BBDO to make content for their clients. Projects included 7 Retail Jobs in 7 Days for Retail NZ, a nine-video TikTok series designed to change how 16 to 24 year olds see retail careers. Rit sourced creators to work a day each at Woolworths, Mitre 10, Barkers, Number One Shoes, The Warehouse, Hunting & Fishing and Four Square. The series has passed 2.8 million views, with an engagement rate 109% above the retail industry average. He also produced a 10-video TikTok campaign for Angel Bay, and worked with brands including Skinny, Colenso BBDO and Wellington City Mission.

Rit then joined Sapiens (formerly Via Digital), cutting short-form clips for some of New Zealand’s best-known podcasts and sports shows. These included The Dom Harvey Podcast, Paddy Gower Has Issues, Sportscafe, Between Two Beers, Rugby Rivals and The Good The Bad The Rugby for ANZ.

Today Rit runs N Media Limited, an Auckland production company, where he leads content from strategy to production for brands and founders. For Sumthin Dumplin, he is the marketing manager, handling everything from organic content and paid ads to email and collaborations.

He is also the founder of The Aspiring Founder (TAF), a media brand showcasing founders building companies in New Zealand. Through TAF he produces founder features: each one is a long-form film of a founder telling their story, with clips cut for social.

Across his career, Rit’s work has generated more than 100 million views for clients in more than 10 industries. He is based in Auckland and shares his work at @ritnegi.co.