About Custle Apps
Software for the operators mainstream tools forget.
Most business software is designed around a desktop-era assumption: a catalog to upload, a supply chain to configure, a team dedicated to running it. That describes almost no one running a business from their phone — a reseller shipping out of a spare room, a home baker taking orders over WhatsApp, a nutritionist booking consultations between clients.
Custle Labs LLP exists to build for that gap instead of around it. We currently build two products: One, an operating system for social-first sellers, and Vitality, a practice-management platform for India's wellness professionals. Different audiences, same conviction — the paperwork should run itself, and the software should feel like it was built by someone who has actually done the job.
What that means in practice
Obsessed with simplicity
If a feature needs a training video, we've already lost. Software should feel like an extension of the app you already use, not a spreadsheet in disguise.
Built for context, not translated into it
GST, UPI, pincodes, regional food data, WhatsApp as a primary channel — these are the default, not an afterthought bolted onto a global template.
Small team, direct accountability
No layer between the person using the product and the person who built it. Feedback ships as changes, not tickets.
Where we work from
15th Floor, Aurora Waterfront, Unit 7, Street Number 27, GN Block, Sector V, Bidhannagar, West Bengal 700091.