Client work
The world's first live TV streaming service for cars
20 plus
Markets reached by Avani, the world's first live TV streaming service for cars
We build the system that multiplies your business
One constraint is holding back your numbers. It may be lead leakage, slow collections, weak conversion, unused capacity, poor handoffs, or margin lost inside operations. Appetals finds that constraint and builds the system that removes it. Marg, a 113-agent AI workforce, does the research and execution work underneath. A Senior Advisor reviews and signs every move.
Built for Indian founders, promoters, and leadership teams who want revenue, margin, and operating control to move inside the next quarter.
Industries we serve
Six sectors, chosen on purpose
We screened 25 industries for where Marg has an edge. Twelve qualified. We work in the six where we have also run the business ourselves.
The problem
Growth does not usually stall because the team is lazy. It stalls because the system is incomplete.
Most Indian businesses already have effort. Sales is calling. Marketing is running campaigns. Operations is firefighting. Founders are reviewing numbers every week. The problem is that these efforts do not always connect into one operating system.
01
Leads arrive, but too many drop before the first serious conversation.
02
Sales and marketing chase different versions of the customer.
03
Working capital gets stuck in receivables, vendor cycles, or slow approvals.
04
Existing customers could buy more, but nobody owns the expansion motion.
05
The leadership team sees lagging numbers, not early warning signals.
06
Decisions depend on instinct because the data is scattered.
What we build
What is a Business Multiplier?
A Business Multiplier is the system that makes one part of your business produce more. For one company, it may be a faster enquiry-to-disbursement system. For another, it may be a counsellor workflow that converts more study-abroad leads. For a manufacturer, it may be a working-capital and capacity dashboard that shows margin pressure before it hits the P&L. The form changes by sector. The principle stays the same: find the constraint, fix the operating system, and measure what moves.
01
For a financial services firm
A faster enquiry-to-disbursement system. Leads arrive with intent. The multiplier routes them to the right agent, tracks the approval cycle, and closes the gap between first contact and funds released.
02
For a study-abroad consultancy
A counsellor workflow that converts more leads. Students arrive with research done. The multiplier matches them to the right counsellor, tracks the application path, and reduces the drop between enquiry and enrolment.
03
For a manufacturer
A working-capital and capacity dashboard. The margin problem is visible early. The multiplier connects receivables ageing, vendor cycles, and production targets into one leadership view.
Known by what we have built
Sony Music IndiaZee EntertainmentTurner InternationalMahindra GlydBirla EstatesJM FinancialFCB UlkaRK Swamy BBDOGrey GroupFinqy.aiCollegepondPowercraftWistec AssessmentsJoygraphy
Testimonials
Real engagements, real outcomes
Operators who shipped with us. Direct quotes, no marketing edits.
The diagnostic bootcamp gave us the clarity we had been missing. Months of uncertainty turned into a concrete product roadmap and growth strategy. We left knowing exactly how to move forward.
Suraj Bajaj
Managing Director, Collegepond
Appetals transformed our digital strategy and product innovation. The international CEO at HBO preferred our design for Asteriskos Media over the in-house team. That is the level of strategic thinking they bring.
Bharat Ranga
Managing Director, Beginnen Media
I have worked with Ishwar on multiple engagements. His approach to problem solving consistently exceeds expectations. Disciplined execution paired with creative thinking. A rare combination.
Nitin Potdar
M&A Partner, J Sagar Associates
Real problems, real fixes, measured outcomes
The Process
Four steps, with a Senior Advisor accountable at every stage
A 90 day system that lands inside the quarter you sign.
Marg reads your filings and sector data. A Senior Advisor reviews the output. You receive a personalised 90-Day Growth Blueprint in five business days.
- Filings ingestion
- Sector benchmarking
- Constraint diagnosis
Engagement tiers
Three ways to work with us
Every engagement is sized in a conversation, not on a price list. You pay only for the scope you choose.
01
Growth Blueprint
The one constraint on your growth, named, with a 90-day direction. Built from your filings, delivered in five business days, signed by a Senior Advisor. Your first proof of how we think.
- Free, no obligation
- Delivered in five business days
- Signed by a Senior Advisor
02
Research Blueprint
PhD-grade research on the question that moves real money: your next product, a new market, a capacity gain. The depth a Big-4 study gives, without the six weeks. Offered to select clients first.
- Your next product, market, or capacity gain
- Cross-sector benchmarks, not a template
- Offered to select clients first
03
Marg Intelligence
The cross-sector pattern library, refreshed every quarter. What manufacturing learns this quarter, your edtech business can use next.
- Cross-sector pattern library
- Refreshed every quarter
- What one sector learns, another uses
Outcomes
What should change inside 90 days
The first 90 days should not end with a deck nobody uses. It should end with a clearer constraint, a working system, a measurement rhythm, and a leadership team that knows what to do next.
01
The one constraint named clearly
02
A system or workflow built to remove it
03
Metrics that show whether the fix is working
04
Weekly or monthly operating rhythm
05
Senior Advisor review on the decisions that matter
06
A next-quarter plan based on evidence, not guesswork
Ishwar Jha
Founder and CEO, Appetals.
A Senior Advisor signs every Blueprint. Marg does the work underneath.
Ishwar Jha has spent three decades building the systems that run businesses, from the engine room to the boardroom. As CIO of Sony Music India and CEO of Zee's Digital Media Convergence, he ran technology and digital at national scale. He built avaniTV, the world's first live TV service for cars, and has since shipped more than 115 products across six industries and trained over 13,000 founders to launch, grow, and scale.
He has seen business from the founder's chair and the C-suite, and he reads a company from the numbers up and the vision down. Strategic clarity, a bias to action, and judgment you can trust are the marks of his work. That judgment is what he puts his name to on every Blueprint.
Track record
-
World's first live TV for cars
avaniTV, featured on CNBC TV18 Young Turks.
-
Asia's largest digital media archive
Built Zee's 300,000-hour digital asset system.
-
115+ products, six industries
Sony Music, JM Financial, Turner International and more.
-
13,000+ founders trained
Through Idea-to-IPO bootcamps across India.
The system
Marg AI does the work. A Senior Advisor signs it.
Marg, an AI workforce of specialist agents, drafts the analysis. A Senior Advisor adds the judgment a model cannot, and signs. The work is fast because Marg does it, and it is trusted because a person stands behind it.
01
The system
Product, demand, sales, and retention, wired into one loop instead of four disconnected efforts. The Business Multiplier you keep.
02
What the Blueprint uncovers
The one constraint holding your numbers back, the evidence behind it, and the 90-day direction to fix it.
03
The performance model
We earn when you grow. Pricing is sized in discovery and the upside is shared. No outcome, no full fee.
Latest thinking
Patterns before predictions
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Find the constraint. Then multiply.
Start with a free Growth Blueprint. We find the one thing holding your numbers back, and a Senior Advisor signs the plan to fix it. No cost, no obligation. Prefer to talk first? Tell us a good time and a Senior Advisor will call you.
Early access
Marg.ai: the SaaS version of Marg, coming 2027
Join the early-access list and be first when Marg.ai launches as SaaS. One email when we open the gate.
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