Product and workflow builds
Custom CRMs, ERPs, dashboards, marketplaces, AI workflows, and customer-facing products built around a clear business constraint.
Learn moreBuild the system behind the multiplier
Some constraints need better judgment. Some need better software. Appetals Engineering builds the CRM, dashboard, workflow, automation layer, AI agent flow, or product surface that carries the Business Multiplier. The goal is more orders, better margins, faster cash, or stronger control.
The problem
Most founders do not need more code first
They need a clearer operating brief. A good build starts by naming the business number it must improve. Appetals helps define that system, then builds the missing layer.
01
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.
02
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.
03
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.
04
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 Business Multipliers
Embedded engineering pods
Senior Appetals engineers work with your team while Marg supports research, specification, QA, and operating analysis in parallel.
Learn moreProduct management as a service
A senior product operator owns discovery, roadmap, specification, and delivery discipline when your engineering team needs a sharper product layer.
Learn moreUnder the hood
Built for the way the business actually runs
01
AWS and Vercel
Default cloud and edge for production deployment. Audited account hygiene, IAM, and cost controls applied from day one.
02
Anthropic and OpenAI
LLM workflows on Claude and GPT. Tool use, structured outputs, retrieval, and evaluation pipelines for production agents.
03
Postgres, Redis, and Supabase
Operational databases, queues, and row-level security. Production-grade defaults, not consumer-grade shortcuts.
04
n8n and LangChain
Workflow automation and agent orchestration. The same primitives that run Marg under the hood.
05
Astro, Next.js, and React Native
Static, server, and mobile surfaces. Type-safe, accessible, and fast on real-world Indian networks.
06
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
Why Appetals Engineering fits multiplier work
01
115 plus products shipped
CRMs, ERPs, OTT systems, decisioning systems, mobile apps, and AI agent workflows. Production-grade work in financial services, edtech, media, and study abroad.
02
10 plus years of unbroken delivery
Operating since 2011. Production AI from day one. No pivot story. The bench has the receipts to scope, build, and ship.
03
Marg-augmented engineering pods
Senior engineers paired with Marg, an AI workforce of specialist agents. Marg covers research, scaffolding, and parallel discovery. Engineers focus on architecture and judgement.
04
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
Choose the build model that fits the constraint
01
Fixed-scope project
A defined build with a fixed price and timeline.
- Milestone-based payments
- Production handover at completion
- 30-day post-launch support
02
Monthly retainer
A dedicated pod that ships continuously.
- Dedicated 2-4 person team
- Shared sprint planning
- Roll-over hours within the quarter
03
Resource augmentation
Senior engineers extending your team.
- Direct comms with your PM
- Monthly invoicing
- Long-term engagements, 6+ months
Products we have shipped
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 system 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 business constraint 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. Founded Avani TV, the world's first live TV for cars. Shipped 115+ products across the firm's history. 30 years building operational systems at scale.
FAQ
Questions founders ask before scoping a build
Have a brief in mind? Send it.