The software your industry runs on

Q: Do you only work with companies that also use Marg Advisory?

No. Many engineering clients have never engaged Marg Advisory. The two doors stand on their own. You can scope an engineering build without any advisory engagement.

Q: What kinds of products do you build?

Web and mobile apps, CRMs and ERPs, AI agent workflows, decisioning systems, OTT and content platforms, and internal operations tools. If the build needs production-grade quality, it fits.

Q: Do you work with early stage or pre-revenue founders?

Yes, when the brief is clear and the budget is realistic. We have shipped MVPs for pre-revenue founders. We do not work for equity. Cash terms only.

Q: Can I see examples of your work?

Yes. The case studies on the work page cover Finqy.ai, Collegepond and Edubao, JM Financial, Kidzee, Gocon, St. Angelos, Zee Avani, and ConvergeApp. NDA-bound projects are walked through on the scoping call.

Q: What is the minimum budget for a fixed scope project?

Fixed scope engagements start at ₹5 lakh. Smaller asks usually fit the retainer or resource augmentation formats. The scoping call surfaces the right shape within 30 minutes.

Q: Do you work with international founders?

Yes. Most invoicing is in INR. We have shipped builds for clients in the US, UK, Germany, and the UAE. Standard contracts, standard payment rails.

Q: How fast can you start?

Fixed scope kicks off within two weeks of a signed proposal. Retainer and resource augmentation can start within a week if a pod is available. Scoping capacity is 6 engagements per quarter.

Q: Who will I actually talk to during the build?

A Senior Advisor is the named contact. You also have direct Slack access to the engineering pod. No account managers, no escalation paths.

The CRM behind a study-abroad consultancy. The platform behind a lending marketplace. The ERP behind 2,000 schools. You decide what to build, we build it, and a Senior Advisor who has shipped 115+ products stands behind it.

Scope a build See how we build

The problem

Most founders write their first brief poorly

That is normal. The build still has to ship. We bridge the gap between the brief in your head and the system in production.

The brief in your head is fuzzy

You know the outcome. You are unsure about the architecture, the integrations, and the unknowns. A loose brief lets vendors quote whatever they want.

Late stage scope creep blows the budget

Three weeks before launch a new requirement appears. The vendor calls it a change order. The budget doubles. The launch slips.

Junior engineers translate vision poorly

You explain the build to a senior. The work goes to a junior. Decisions stack up. The product drifts from the brief.

Agencies disappear after delivery

Handover happens. Bugs surface. The team is on the next account. You inherit production code without a maintainer.

Offerings

Three ways we build

App and product development

End to end product builds across web, mobile, and AI surfaces. Custom CRMs, ERPs, OTT platforms, and AI agent workflows. Production-grade from day one.

Learn more

Embedded engineering

Senior Appetals engineers embed inside your team. Pair with Marg, a 108-agent AI workforce, for parallel research and build cycles. The right answer for shipping cadence without permanent hiring.

Learn more

Product management as a service

A senior product manager owns the roadmap, the discovery, and the spec. Right for founders with engineers but no product layer.

Learn more

Under the hood

Production-grade, so what we build lasts

AWS and Vercel

Default cloud and edge for production deployment. Audited account hygiene, IAM, and cost controls applied from day one.

Anthropic and OpenAI

LLM workflows on Claude and GPT. Tool use, structured outputs, retrieval, and evaluation pipelines for production agents.

Postgres, Redis, and Supabase

Operational databases, queues, and row-level security. Production-grade defaults, not consumer-grade shortcuts.

n8n and LangChain

Workflow automation and agent orchestration. The same primitives that run Marg under the hood.

Astro, Next.js, and React Native

Static, server, and mobile surfaces. Type-safe, accessible, and fast on real-world Indian networks.

PostHog and Sentry

Product analytics, feature flags, and error tracking from day one. You see what users do and where the build breaks.

Why Appetals Engineering

Four reasons, all specific

115 plus products shipped

CRMs, ERPs, OTT platforms, decisioning systems, mobile apps, and AI agent workflows. Production-grade work in financial services, edtech, media, and study abroad.

10 plus years of unbroken delivery

Founded in 2015. AI native from the start. No pivot story. The bench has the receipts to scope, build, and ship.

Marg-augmented engineering pods

Senior engineers paired with Marg, a 108-agent AI workforce. Marg covers research, scaffolding, and parallel discovery. Engineers focus on architecture and judgement.

Senior Advisor accountability

A Senior Advisor sits on every engagement. They read the scope, review the architecture, and stay reachable on every major milestone. No account managers in between.

Engagement formats

Three formats, you pick the one that fits

Fixed-scope project

A defined build with a fixed price and timeline.

Milestone-based payments
Production handover at completion
30-day post-launch support

Monthly retainer

A dedicated pod that ships continuously.

Dedicated 2-4 person team
Shared sprint planning
Roll-over hours within the quarter

Resource augmentation

Senior engineers extending your team.

Direct comms with your PM
Monthly invoicing
Long-term engagements, 6+ months

Products we have shipped

View all work

Client work

Enquiry to disbursement platform for a multi-product lender

Read case study

Testimonials

Founders who shipped with us

Appetals transformed our digital strategy and product innovation. HBO’s international CEO preferred their design for Asteriskos Media over HBO’s own design team. That is the level of strategic and technical thinking they bring to every engagement.
Bharat Ranga
Managing Director · Beginnen Media
The Appetals team scoped, built, and shipped our enquiry to admission platform end to end. Months of uncertainty turned into production software our counsellors used the next quarter. They earned every cheque.
Suraj Bajaj
Managing Director · Collegepond
I have worked with Ishwar on multiple builds. His teams ship on time. They write code that holds up to a transaction diligence. Disciplined execution with creative thinking. A rare combination.
Nitin Potdar
M&A Partner · J Sagar Associates
Appetals transformed our digital strategy and product innovation. HBO’s international CEO preferred their design for Asteriskos Media over HBO’s own design team. That is the level of strategic and technical thinking they bring to every engagement.
Bharat Ranga
Managing Director · Beginnen Media
The Appetals team scoped, built, and shipped our enquiry to admission platform end to end. Months of uncertainty turned into production software our counsellors used the next quarter. They earned every cheque.
Suraj Bajaj
Managing Director · Collegepond
I have worked with Ishwar on multiple builds. His teams ship on time. They write code that holds up to a transaction diligence. Disciplined execution with creative thinking. A rare combination.
Nitin Potdar
M&A Partner · J Sagar Associates
Appetals transformed our digital strategy and product innovation. HBO’s international CEO preferred their design for Asteriskos Media over HBO’s own design team. That is the level of strategic and technical thinking they bring to every engagement.
Bharat Ranga
Managing Director · Beginnen Media
The Appetals team scoped, built, and shipped our enquiry to admission platform end to end. Months of uncertainty turned into production software our counsellors used the next quarter. They earned every cheque.
Suraj Bajaj
Managing Director · Collegepond
I have worked with Ishwar on multiple builds. His teams ship on time. They write code that holds up to a transaction diligence. Disciplined execution with creative thinking. A rare combination.
Nitin Potdar
M&A Partner · J Sagar Associates

How we work together

Five steps from first message to production

Send the form. A Senior Advisor replies within 24 to 48 hours. We schedule a 30 minute scoping call only if the brief needs it.

Contact form submission
First-touch reply within 24 to 48 hours
30-minute scoping call if needed

Ishwar Jha

Founding Senior Advisor, Appetals. Built India's first OTT platform, India's first mobile TV service, and 115+ products across a decade. 30 years building operational systems at scale.

The software your industry runs on

Most founders write their first brief poorly

The brief in your head is fuzzy

Late stage scope creep blows the budget

Junior engineers translate vision poorly

Agencies disappear after delivery

Three ways we build

App and product development

Embedded engineering

Product management as a service

Production-grade, so what we build lasts

AWS and Vercel

Anthropic and OpenAI

Postgres, Redis, and Supabase

n8n and LangChain

Astro, Next.js, and React Native

PostHog and Sentry

Four reasons, all specific

115 plus products shipped

10 plus years of unbroken delivery

Marg-augmented engineering pods

Senior Advisor accountability

Three formats, you pick the one that fits

Fixed-scope project

Monthly retainer

Resource augmentation

Enquiry to disbursement platform for a multi-product lender

Founders who shipped with us

Five steps from first message to production

• Scope

• Proposal

• Kickoff

• Build

• Handover

Do you only work with companies that also use Marg Advisory?

What kinds of products do you build?

Do you work with early stage or pre-revenue founders?

Can I see examples of your work?

What is the minimum budget for a fixed scope project?

Do you work with international founders?

How fast can you start?

Who will I actually talk to during the build?

Scope a build

Scope a build

Scope

Proposal

Kickoff

Build

Handover