Pune Inc: Startup helps businesses jump on e-commerce bandwagon

Apptmart is a Pune-based startup that is pushing the transition of traditional and new businesses to a digital mode by offering artificial intelligence-driven, easy-to-use e-commerce platforms.

Harish Rohokale, founder of Apptmart

Your neighbourhood shops that sell products ranging from groceries and electronics to fashion, flowers and stationery are changing their way of business. Already, payment systems have been digitised and you, probably, do not pay cash anymore. Soon, you might not need to visit the stores at all to shop. “In the next five years, almost everybody would have converted to certain platforms and digitised,” says Harish Rohokale, founder of Apptmart.

Apptmart is a Pune-based startup that is pushing the transition of traditional and new businesses to a digital mode by offering artificial intelligence-driven, easy-to-use e-commerce platforms. The brick-and-mortar entities can make a website and an app, and get help with social media. When it began to offer its services in 2019, Apptmart, which is a part of $2 million Appware Technologies, had around six merchants on board. By the time the Covid-19 pandemic receded, they were able to cross Rs 30 lakh annually in revenue and expanded to markets such as the United States (US) and the United Kingdom (US).

The evolution in local shops began when payment gateways such as PayTM became popular and required people to scan QR codes to pay. Apptmart’s growth story supports market data, such as digital commerce business Payoneer which predicted in 2020 that India’s e-commerce penetration would reach “64.8 per cent (920 million people) by 2023”. In 2019, McKinsey had said in a report that India was “well on its way to becoming a digitally advanced country. Propelled by the falling cost and rising availability of smartphones and high-speed connectivity, India is already home to one of the world’s largest and fastest-growing bases of digital consumers and is digitising faster than many mature and emerging economies”.

During the pandemic, when offline retail outlets and service centres were either closed or witnessed very little footfall, the importance of digitisation hit home deeper for them. By carrying their business online, the shops could enable customers to order from home, have regular statistics about the movement of products and details about loyal and repeat customers, among others. According to Apptmart, their clients have increased their conversion rate by 25 per cent.

The Apptmart platform is designed according to the gradients found in the local market. A promotional offer — geared towards new businesses or those testing the waters — comes for Rs 1,299 per month and enables one to upload 1,000 products to a website and have access to payment gateways, offer management and user management, among others. On the other end of the spectrum, the Premium Advanced plan, at Rs 10,399 per month, supports 10 staff accounts, up to five stores, campaign management, customised UI/UX support and social advertising, among others.

“The idea for Apptware started as a lifesaver solution because we were getting enquiries from people who wanted to build their application but did not have a budget. We had the passion and skills to create a platform that could enable people with little or no tech knowledge to go online and start a business. We kept the initial cost very low and designed it as a DIY solution. Now, local businesses can get quickly integrated, go online in two or three minutes and start uploading product photographs and details such as price,” says Rohokale.

Dipanita Nath

Dipanita Nath is a Senior Assistant Editor at The Indian Express, based in Pune. She is a versatile journalist with a deep interest in the intersection of culture, sustainability, and urban life. Professional Background Experience: Before joining The Indian Express, she worked with other major news organizations including Hindustan Times, The Times of India, and Mint. Core Specializations: She is widely recognized for her coverage of the climate crisis, theatre and performing arts, heritage conservation, and the startup ecosystem (often through her "Pune Inc" series). Storytelling Focus: Her work often unearths "hidden stories" of Pune—focusing on historical institutes, local traditions, and the personal journeys of social innovators. Recent Notable Articles (December 2025) Her recent reporting highlights Pune’s cultural pulse and the environmental challenges facing the city during the winter season: 1. Climate & Environment "Pune shivers on coldest morning of the season; minimum temperature plunges to 6.9°C" (Dec 20, 2025): Reporting on the record-breaking cold wave in Pune and the IMD's forecast for the week. "How a heritage tree-mapping event at Ganeshkhind Garden highlights rising interest in Pune’s green legacy" (Dec 20, 2025): Covering a citizen-led initiative where Gen Z and millennials gathered to document and protect ancient trees at a Biodiversity Heritage Site. "Right to breathe: Landmark NGT order directs PMC to frame norms for pollution from construction sites" (Dec 8, 2025): Reporting on a significant legal victory for residents fighting dust and air pollution in urban neighborhoods like Baner. 2. "Hidden Stories" & Heritage "Inside Pune library that’s nourished minds of entrepreneurs for 17 years" (Dec 21, 2025): A feature on the Venture Center Library, detailing how a collection of 3,500 specialized books helps tech startups navigate the product life cycle. "Before he died, Ram Sutar gave Pune a lasting gift" (Dec 18, 2025): A tribute to the legendary sculptor Ram Sutar (creator of the Statue of Unity), focusing on his local works like the Chhatrapati Shivaji statue at Pune airport. "The Pune institute where MA Jinnah was once chief guest" (Dec 6, 2025): An archival exploration of the College of Agriculture, established in 1907, and its historical role in India's freedom struggle. 3. Arts, Theatre & "Pune Inc" "Satyajit Ray, Ritwik Ghatak were not rivals but close friends, says veteran filmmaker" (Dec 17, 2025): A deep-dive interview ahead of the Pune International Film Festival (PIFF) exploring the camaraderie between legends of Indian cinema. "Meet the Pune entrepreneur helping women build and scale businesses" (Dec 16, 2025): Part of her "Pune Inc" series, profiling Nikita Vora’s efforts to empower female-led startups. "How women drone pilots in rural Maharashtra are cultivating a green habit" (Dec 12, 2025): Exploring how technology is being used by women in agriculture to reduce chemical use and labor. Signature Style Dipanita Nath is known for intellectual curiosity and a narrative-driven approach. Whether she is writing about a 110-year-old eatery or the intricacies of the climate crisis, she focuses on the human element and the historical context. Her columns are often a blend of reportage and cultural commentary, making them a staple for readers interested in the "soul" of Pune. X (Twitter): @dipanitanath ... Read More

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