Build · Workflows, with AI where it pays
Automated. AI automation company in Calicut, Kerala
Marketlube is an AI automation company in Calicut, Kerala, and a growth partner since 2022. We build AI workflows: lead, WhatsApp and back-office automations, with AI where it pays and a person approving anything AI writes for your customers. The proof is software our own team built: Xale CRM, whose 26 automation actions are retried and logged in plain English, and whose Xale AI answers questions about a team's reports by voice, in Malayalam or English.
Your team copies the same lead into three apps, and the follow-up still slips.
Someone exports the day's report by hand, types the same WhatsApp update again and again, and chases the same overdue list every morning.
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We build the automations that take that work off your team: enquiries moved from your ads, forms and sheets into your CRM with their campaign attached, WhatsApp updates sent on the official API with a person ready to take over, back-office queues that flag what's overdue, and reports you can simply ask. It's workflow automation first, with AI where it pays: rules do what rules can, AI goes in where reading, writing or answering in plain language saves real time, a person approves anything AI writes for a customer before it goes out, and an AI that talks to customers says up front that it is one and hands over to a person when asked.
AI is the top layer. A voice agent, a receptionist or a WhatsApp bot needs somewhere to put what it learns: every call and chat saved as a lead with its context, handed to a person when it should be, and in the reports the next morning. We build the AI on the Xale platform, so that floor already exists: leads, follow-ups, call records, roles, automations and reports (reported by our team). The AI only has to do the talking. The proof is software our own team built and runs. Xale CRM, made by Xale Private Limited and built by the team behind Marketlube, retries and logs every automated action in plain English. Its Xale AI takes questions about a team's reports by voice, in Malayalam or English, runs reports with charts and drafts automation rules from plain words for a person to save, and its telecaller mode takes a first call once a counsellor hands over the phone, says up front that it is an AI and hands the student to their own counsellor, as xale.in describes them (September 2026). ReelsBuddy, a Marketlube company, runs on an ERP we built, and the admissions page we built for DiYES International sends every enquiry to the school's CRM with the campaign it came from.
What we hold ourselves to
Service targets and planning benchmarks, not claims about any client’s results.
- logged in plain English, as Xale's automations are
- Every run
- proved on real work before the next one starts
- 1 workflow
- approves anything AI writes for a customer before it goes out
- A person
AI assistants on your own data
Ask your own records in plain words, by voice or chat, and get the number, the list or the chart, with the filters it used shown so any figure can be checked. Xale AI does this inside the CRM in Malayalam or English, answering lead and follow-up questions only from what the person asking may see: watch Xale AI answer by voice.
Reports that answer back
Reports and day summaries from your own data, every number one tap from the records behind it, and an assistant that runs a report and draws the chart when you ask. Xale's reports open the exact leads behind every figure, and Xale AI reads them back on request.
Back-office workflows
Queues, flags, job numbers and summaries that move work along without a spreadsheet. The ERP we built for ReelsBuddy gives every sold video a job ID and a deadline, flags what's overdue and shares WhatsApp-ready summaries.
Logs, retries and approvals
Every automated action logged in plain English and retried when it fails, as Xale's 26 automation actions are, and a person approving anything AI drafts before it runs or reaches a customer.
WhatsApp automations, with a person taking over
Updates, reminders and replies sent on the official WhatsApp Business API, with a person stepping in from a shared inbox whenever a chat needs one. When a counsellor marks an offer letter received, Xale messages the student on WhatsApp and email by itself.
Leads between your tools
Enquiries from ads, forms, sheets and WhatsApp moved into the CRM you already use, with their campaign attached, so nobody copies a lead from one app to another. The admissions page we built for DiYES International sends each enquiry to the school's CRM tagged with its campaign and grade. Assigning and following up those leads inside the CRM is part of our custom CRM development.
AI voice agents and receptionists
An AI that takes a first call or answers incoming ones, says up front that it is an AI, writes the note and the callback, and hands the caller to a person when asked. We build it on the Xale platform (reported by our team), every call saved as a lead with its context and reported. Xale's telecaller is an AI voice agent built into Xale CRM that runs the call in Malayalam or English, as xale.in describes it, and we have an AI receptionist in place for Skymark Education (reported by our team). AI calls to customers in India fall under TRAI's rules on commercial calls and the DPDP Act's consent rules, so each call flow's consent and recording settings are agreed with you before it goes live.
Five steps. No surprises.
Every stage has an owner, a deliverable and a sign-off, all agreed with you before it starts.
Book a discovery callMap the work
We sit with the people who do the work and list every step, hand-off, copy-paste and report in the process you want automated.
Rules first
Each step gets the simplest thing that works: a rule where a rule will do, AI only where reading, writing or answering in plain language saves real time.
Pilot one workflow
One workflow goes live on real work first, with every run logged, so you can see what it did before anything else is automated.
Build and hand over
The rest is built in short steps, each with its logs, its approvals and a plain-English note on what it does.
Improve
We read the logs with you, fix what fails and add the next workflow once the last one has earned it.
Work that proves it.
Meet Althameem Ali, co-founder
More proof 4
Also from our team
An AI receptionist for Skymark Education
We have an AI receptionist in place for Skymark Education, a study abroad consultancy with six offices across Kerala.
Reported by our team

More case studies and showcases
Read this before you brief us.
All articlesQuestions, answered.
Something else on your mind? Ask us directly on WhatsApp, by email or over a call.
What should you ask an AI automation agency before you hire one?
Ask to see a workflow running with its logs, not a demo; who approves what the AI writes for your customers; whose name the WhatsApp Business account, the CRM and the other tools are in; whether Malayalam is tested on your own messages and calls; and whether one workflow is piloted on real work before the rest are built. Our answers: every run is logged in plain English, a person approves anything AI writes for a customer, what we build runs in accounts in your company's name, every Malayalam workflow is tested on your own messages and calls, and one workflow goes live first.
What does AI automation cost with you?
Two ways to pay. One fee for the build: a logged workflow starts from ₹25,000, a workflow with an AI step and an approval screen from ₹50,000, a WhatsApp chatbot from ₹50,000, an assistant that answers from your own data from ₹1.5 lakh, and an AI voice agent or receptionist, one call flow in English or Malayalam, from ₹2 lakh plus a 30-day pilot on real calls. In the UAE: AED 1,500, 2,500, 4,000, 8,000 and 10,000. As a subscription, it runs on one of Xale's own plans: priced per workspace, with every feature included and no per-user licence, as Xale's pricing page lists them. Enterprise custom deployment and enterprise pricing are available on request. Whether a step needs AI at all sets the fee: rules are cheap, and each AI step, voice flow or data source adds testing on your own messages and calls. Prices are before GST (18%) in India and before VAT where it applies in the Gulf. Messages, call minutes and model usage are billed at cost, in your accounts. Our cost guide compares other sellers' published prices. A study abroad consultancy, an academy or a college can start on xale.in itself, where Xale AI is part of every plan, as that page says.
Who owns the automations and the data?
You do. Your workflows run in a Xale workspace in your company's name, your WhatsApp Business account is yours, and you get the logs and a written note on how each workflow works. Xale AI and the platform's automations come with the workspace, from Xale Private Limited. The platform is hosted on Amazon Web Services (AWS) (reported by our team), and our team runs it with the practices AWS recommends; the aim is zero downtime. As xale.in describes it, your workspace is kept apart from every other, automations run on a separate worker server and retry on their own, connected app secrets are encrypted with AES-256-GCM, and Xale's team helps inside your workspace when you ask for onboarding or support. The platform underneath, and what we build on it, has its own chapter in our Xale case study.
How does a person stay in control?
Rules run on their own and every run is logged in plain English, so anyone can see what ran and why. Anything AI writes for a customer, a reply, a message or a status change, waits for a person to approve it. An AI that speaks to customers, like Xale's telecaller, says up front that it is an AI and hands over to a person when asked, and an assistant answers only from data the person asking is allowed to see.
Can the automations and the AI work in Malayalam?
Yes. Xale AI, which our team built, speaks Malayalam by default on a voice call, with English a click away, answers in either by chat, and drafts automation rules from Malayalam as well as English. We test every Malayalam workflow on your own messages and calls before it goes live.
How do we start?
With one workflow that costs your team time every day. We map it with the people who run it, build the simplest version that works and run it on real work, logged, before anything else is automated. A call or a WhatsApp voice note is enough to begin.
Do you offer AI consulting before a build?
Yes. Althameem Ali (Thameem), our co-founder, takes a paid one-hour consultation on AI in your business, free for Marketlube clients, and you get a written action plan within 24 hours. Book it on his page.
What do you need from us?
An hour with the people who do the work today, admin access to the tools involved (your WhatsApp Business account, CRM, sheets or ERP) and a few real examples of the messages, forms and reports the workflow handles. If your data is sensitive, we build on a test copy first.
Do you build AI agents and chatbots?
Yes, where a rule can't do the job: an assistant that answers from your own data, a voice agent or AI receptionist that takes a first call and hands over to a person, or rules drafted from plain words for a person to save, as Xale AI does. Most businesses get more from reliable rules first; our guide to AI agents for business explains when an agent is worth it.
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Let's build it right.
Tell us where you want to be in 12 months. A strategist replies within one working day, and after a short call the plan, the numbers and the team follow in writing within 48 hours.
Every rupee you spend with us has to earn its keep.











