About Appetals

We build Business Multipliers for Indian businesses

13,000+: Entrepreneurs trained
115+: Products shipped across six industries
30+: Years building systems at scale
2011: Founded in Mumbai, India

Our Ethos

One constraint found. One system built. One number made to produce more.

A report is useful only if it changes what the business does next. Every Appetals engagement is built around a decision, a system, and a measurable operating change. If the work cannot help a founder decide what to fix first, it is not finished.

Our story

A track record since 2011

2011

Founded in Mumbai

Appetals begins in Mumbai with one operating belief. A growing business needs solid systems before it needs more commitments.

The first engagements place managed technology teams inside client organisations, including FCB Ulka, RK Swamy BBDO, Grey Worldwide and Sony Music. The client keeps control. Appetals carries delivery. The firm incorporates as a private limited company in 2015.

2011 to 2024

115 products, six industries

Across these years the team ships more than 115 products and enterprise systems for clients in media, financial services, edtech and study abroad.

The list includes Sony Music, Zee Entertainment, JM Financial, Kidzee, Collegepond and Finqy. Each build adds a pattern to a cross-sector library: what moves revenue in one sector, tested against the next.

2019

Ahead of the curve

Appetals ships its own products to test where the market is heading. MockRabbit scores a candidate's spoken interview answers with AI, a world first, years before talking to machines became normal. The same instinct now powers Marg.

2025

Marg takes shape

The cross-sector knowledge gets codified into Marg, an AI workforce of specialist agents covering research, diagnostics, financial modelling and execution planning. What lived in the founder's head becomes a workforce every engagement can call on.

2026

Advisory launches

Appetals launches its advisory practice for Indian SMEs. Every engagement starts with a free 90-Day Growth Blueprint, built from public data and signed by a Senior Advisor before it reaches the founder.

Our people

The bench

Appetals is deliberately small on headcount and large on capability. Marg gives the firm speed and range. Senior Advisors carry judgment and accountability.

Appetals is deliberately small on headcount and large on capability. Ishwar Jha, Founder and CEO, leads every advisory engagement directly. Marg, an AI workforce of specialist agents, runs the data and analysis layer. We are building a partner network of independent consultants who will extend our reach into Manufacturing, Financial Services, and the other ICPs. Partner onboarding begins in mid-2026.

Ishwar Jha Founder and CEO

Ishwar Jha has spent 30 years building operating systems across media, technology, and digital businesses. He signs the early Growth Blueprints and leads the Senior Advisor standard for the firm. CIO, Sony Music India. Head of Digital Services and CEO, Digital Media Convergence Ltd. (Zee Entertainment). 30 years building operational systems at scale.

View LinkedIn profile

Abhay Bhalerao Partner Advisor

Abhay Bhalerao is a seasoned investment banker with experience of over three decades having advised frontline and mid-sized companies across industries and ownerships. He has held senior positions in investment banking across leading firms advising on fund raises, M&A and strategy. His incisive and direct advice in complex matters, through an affable lens is much sought after by the industry.

View LinkedIn profile

Marg

The Marg AI workforce: specialist agents that research, build, and review alongside every Appetals partner, in every cycle.

We'd love to hear about your business

Ready to find the Business Multiplier your company needs?

Start with a Growth Blueprint. We will identify the constraint, the system to build first, and the next practical step.

Get my Blueprint Scope a build