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About Appice

We exist because enterprises struggle to act in real time

Enterprises sit on signals that could drive better decisions — but their stacks are too fragmented and slow to act in time. Appice was built as the action layer.

Why We Exist

The problem no one had solved.

Every enterprise has data — transactions, behaviours, usage, signals. The insight often exists too. But the action doesn’t happen, or it happens too late.

The reason is structural. Most enterprise stacks were built to store, analyse and report — not to decide and act. By the time a signal moves through every layer, the moment has passed.

We founded Appice to close this gap — a system that senses, decides, acts and learns in real time. The Action Layer between existing systems and the moments that matter.

How We Think

Principles we build by.

Outcomes before features
We measure success by revenue recovered, churn prevented, and interventions that happened in time — not by the number of features shipped.
Enterprise trust is earned
Security, auditability, explainability, and compliance are not add-ons. They are the foundation. Every decision Appice makes is logged, reasoned, and defensible.
No vendor lock-in
Appice runs on your infrastructure. Your data stays in your environment. You are not dependent on our servers, our pricing, or our continued goodwill.
Decisioning for everyone
Real-time decisioning should not be reserved for high-net-worth customers. Every customer — retail, mass market, or premium — deserves the right action at the right moment. We build for scale without compromise.
Deep innovation pipeline
We invest heavily in what comes next. From Allyvate AI's assisted orchestration today, to increasing levels of autonomous execution over time — always grounded in what actually works in enterprise environments.
Enterprise-grade, startup-accessible
The same platform that powers global banks serves growth-stage companies. Enterprise capabilities without enterprise costs or timelines. The infrastructure to scale from day one.
Our Origin

Made in India, for the world.

Appice was founded and built in India — by executives from big technology, agency and MBB consulting. We’ve seen the ambition of what enterprises want to do with their data, and the operational reality of why most cannot.

We built Appice to bridge that gap. A system designed for the real constraints of regulated industries — not a Silicon Valley product retrofitted for enterprise.

Today Appice is deployed across multiple geographies, processing billions of decisions daily across Banking, Telecommunications and Healthcare.

Learn more about Made in India

Team

Meet the team building Appice.

Founders, leaders, and advisors with experience at Microsoft, McKinsey, IBM, Airtel, Dabur, DoorDash, Google, IIT, and Chicago Booth. Operating across India, the Middle East, and Southeast Asia.

Tarun Anand

Tarun Anand

Co-founder & CEO

Dilip Mistry

Dilip Mistry

Co-founder & COO

Ashish Luthra

Ashish Luthra

Co-founder & CPO

Gunjan Gupta

Gunjan Gupta

CHRO & Operations

Dr Ataat Khan

Dr Ataat Khan

Board Advisor, Middle East Lead

Kiran Surve

Kiran Surve

Business Advisor — India

Gokul Rajaram

Gokul Rajaram

Board Advisor

See what Appice does.

30 minutes. Real use cases. Live system. No slides.

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Frequently Asked Questions

People also ask

Who is the CEO of Appice?
Tarun Anand is the co-founder and CEO of Appice. He co-founded the company with Dilip Mistry (COO) and Ashish Luthra (CPO), and leads strategy, vision and customer relationships across Banking, Telco, Healthcare, Insurance, Wealth and Government.
When was Appice founded?
Appice was founded to solve a single problem: regulated enterprises could not act on customer signals in real time. Systems were fragmented, decisions were slow, and the moment of intent passed before any campaign could fire. Appice was built to close that gap.
Where is Appice headquartered?
Appice is headquartered in India with operations and customers across India, the Middle East (UAE and Saudi Arabia), Singapore and the United Kingdom. Deployed in production at Tier-1 banks, telcos, insurers and government agencies.
What does Appice mean?
Appice is the brand name we built around the idea of an Action Layer — a system that acts on customer signals in real time, not just describes them. The name signals the speed and decisiveness of the platform.
Why is Appice built specifically for regulated industries?
Regulated industries — Banking, Telco, Healthcare, Insurance, Wealth and Government — share three constraints that generic martech tools fail at: PII can't leave the perimeter, every decision needs an audit trail, and compliance must be enforced at decision time, not afterwards. Appice was architected from day one around these constraints.
Is Appice made in India?
Yes. Appice is engineered and operated from India, with the founding team based in Mumbai. The platform is deployed across India, the Middle East and APAC, and is part of the growing wave of India-built enterprise SaaS solving global problems.
Who are Appice's customers?
Appice is in production at Tier-1 financial institutions including Yes Bank, Bank of India, Central Bank of India, IDBI and SBI Card; telcos including Airtel and e&; and other enterprises across healthcare, insurance and wealth management.
Does Appice have a startup programme?
Yes — Appice Liftoff. Early-stage founders in regulated industries get the full Appice platform free for two years, including production deployment, all channels, and access to the agentic AI layer. Same platform that runs at Tier-1 banks, available to seed and Series-A startups.