Build · Systems that do the work
One system. Custom ERP development company in Calicut, Kerala
Marketlube is a custom ERP development company in Calicut, Kerala, and a growth partner since 2022. We build ERPs a module at a time, from sales and projects to HR and accounts with branch-wise profit and loss, and a first module starts from ₹4 lakh. ReelsBuddy, a Marketlube company, runs its sales, production, HR and accounts on an ERP we built.

Custom ERPs for sales, projects, HR and accounts, built a module at a time.
Most growing firms run on Tally for the books, Excel for everything Tally doesn't do, and WhatsApp for the rest. Sales can't see what's been invoiced, accounts chase payments by phone, and each new branch adds another spreadsheet. A packaged ERP fixes some of that, then bends your process to fit its own.
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We build the ERP around how your business already runs, a module at a time, on the Xale platform (reported by our team). The foundation every module needs, users, roles, branches, an audit log and backups, already exists there, so the first phase puts one module live instead of laying groundwork; the next module is built only once that one is earning its keep. Our team built Xale's CRM, and builds ERP and HR modules on the same platform; your modules are configured and extended beside them. AI goes in where it saves real time: an assistant that answers questions from your own data, and voice agents that take a first call and hand over to a person, with a person approving anything that reaches a customer. That's what we mean by AI-powered ERP and CRM solutions.
The proof is software our own team built and runs. ReelsBuddy runs its leads and sales, production board, file sharing, HR and hiring, and accounts and auditing on our ERP, as a phone-first web app and a private mobile app for its team (reported by our team). Our team also built accounting software, whose modules you'll find below. Our team built Xale CRM, made by Xale Private Limited, and builds ERP and HR modules on the same platform, as our team reports. We aren't Odoo or Zoho partners: when a packaged ERP fits you better, we'll say so, and the questions below show when each one costs less.
What we hold ourselves to
Service targets and planning benchmarks, not claims about any client’s results.
- live and earning before the next is built
- 1 module
- in an audit log you can read
- Every entry
- of your data and configuration in your name
- 100%
Which module should a custom ERP start with?
Eight parts, scoped to what you need and quoted before anything starts.

ReelsBuddy · projects board

ReelsBuddy · hiring tracker

ReelsBuddy · sales reports on the platform we built
Sales and CRM
Leads, pipeline, follow-ups and quotations in the same system as your accounts, so sales can see what's been invoiced and paid. For a CRM on its own, see custom CRM development.
Projects and tasks
Every won deal becomes a job with an owner, a deadline and its tasks. The ERP we built for ReelsBuddy gives every sold video a job ID and a deadline and flags what's overdue.
Files and documents
File sharing and management by role, so contracts, briefs and delivery files live with the customer or job they belong to, not on someone's phone. The roles come with the platform: Xale sets access stage by stage, branch by branch and field by field, as Xale's access control page describes it.
HR and hiring
Staff records, leave and attendance, a payroll export and a hiring pipeline. ReelsBuddy's ERP had handled 706 job applications by 28 September 2026, as its dashboard showed that day.
Accounts and audit trail
A daybook, ledgers, receivables with payment reminders, branch-wise profit and loss, assets, capital and liabilities, a budget planner and commission: the modules of the accounting software our team built, which stays private. In the ERPs we build, every entry also goes into an audit log you can read. Branch scope comes with the platform too: on Xale a manager sees their own branches, as Xale's multi-branch page describes it.
Quotations and invoices
Proposals and quotations made from the ERP's own data, for a person to check and send, and invoices raised automatically when a job is done, with your numbering and tax fields. Our team built this for ReelsBuddy, a Marketlube company (reported by our team).
AI on your ERP data
An assistant that answers questions from your own records in plain words, so a manager can ask for the overdue list or one branch's month without building a report. Voice agents and AI receptionists that take a first call are part of our AI automation work.
Integrations and e-invoicing
Payment gateways, the WhatsApp Business API, email and exports to Tally, plus connections to an Indian Invoice Registration Portal and, from 2027, the UAE Accredited Service Provider you choose. We connect to your provider; we aren't one, and your tax adviser confirms the set-up.
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
Every branch, approval, report and spreadsheet in the process, mapped with the people who run it.
First module
The module that hurts most today, set up on the platform's users, roles, branches, audit log and backups, live in 8 to 12 weeks.
Live and earning
That module runs on real work, with your team trained, before anything else is built.
Next module
Each further module, 4 to 8 weeks, sharing the same data so nothing is entered twice.
Improve
Reports, AI and automations added where the logs show time being lost.
Work that proves it.
Meet Althameem Ali, co-founder
More proof 3
Also from our team
ReelsBuddy's ERP
Leads and sales, the production board, file sharing, HR and hiring, and accounts and auditing in one phone-first web app, with a private mobile app for its team. Its dashboards showed 5,408 leads handled, 3,775 videos on sold deals and 706 job applications on 28 September 2026.
Our own venture
Our accounting software
The accounting software our team built, with the modules listed under Accounts and audit trail. It stays private, so it's described, not shown.
Reported by our team
CRM, ERP and HR modules on Xale
Our team built Xale CRM, made by Xale Private Limited, and builds ERP and HR modules on the same platform, as our team reports.
Reported by our team
Read this before you brief us.
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Questions, answered.
Something else on your mind? Ask us directly on WhatsApp, by email or over a call.
What does a custom ERP cost with us?
The number of modules and how much data moves in from Tally or Excel set the price. A first module, on the foundation the platform already has (users, roles, branches, an audit log and backups), starts from ₹4 lakh, each further module from ₹2 lakh, and four to six linked modules with data migration from ₹12 lakh; quotations and automatic invoices on your data, as one module, start from ₹1 lakh. In the UAE: AED 20,000, AED 10,000, AED 60,000 and AED 5,000 (the same figure in QAR or SAR). Each is one fee for the build. 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. Prices are before GST (18%) in India and before VAT where it applies in the Gulf. Hosting and usage are billed at cost, and our care plan starts from ₹10,000 a month (AED 500 a month in the UAE); on larger builds it typically runs at 15 to 20% of the build a year. The first module takes 8 to 12 weeks; four to six modules, 5 to 8 months in phases.
Can we see a system you have already designed, with its price?
Yes, four of them, each with its sample screens, its scope and a starting price: Lintora, a construction ERP; a dental clinic system; a pet care system for clinics, groomers, boarding and shops; and SafarDesk, a school transport system. Each is a ready product on the Xale platform (reported by our team), with no customer yet.
Custom ERP or Odoo: which costs less?
It depends on your team size and on how you pay. Odoo charges for each user: on its India price list (read 9 Oct 2026), Standard costs ₹725 a user a month and Custom ₹1,350, billed yearly, with a lower price in the first year for initial users. With us it is an ERP on Xale. The one fee, at our published prices, is paid once for the build, so it doesn't rise with each user you add. As a subscription it runs on one of Xale's own plans, priced per workspace with no per-user licence, as xale.in puts it. For a small team on a standard process Odoo is often the cheaper answer, and we'll say so. Our comparison shows the working for Odoo, Zoho and Tally.
Are you an Odoo or Zoho partner?
No. We aren't partners, resellers or certified implementers of Odoo or Zoho. We build on Xale, the CRM platform by Xale Private Limited (reported by our team), and when Odoo or Zoho fits your team better, we'll say so.
What is an ERP, in plain words?
An ERP is one system that holds the records your teams now keep apart: leads and sales, jobs and projects, staff, and the accounts. Because they share one database, a sale becomes a job, the job becomes an invoice, and the invoice reaches the books without anyone typing it twice. Packaged ERPs such as Odoo or Zoho sell those modules by the user; a custom ERP builds only the modules you need, around how you already work.
What do GST, UAE VAT and e-invoicing rules ask of an ERP?
Invoices need your GSTIN or TRN, the tax fields and a numbering series, and larger businesses must send them electronically. In India, businesses whose aggregate turnover exceeds ₹5 crore report each business-to-business invoice to an Invoice Registration Portal (since 1 August 2023). In the UAE, businesses with revenue of AED 50 million or more must go live with an Accredited Service Provider by 1 January 2027, other businesses by 1 July 2027 and government entities by 1 October 2027; sales only to consumers stay outside the system for now (Ministry of Finance, read 9 Oct 2026). We build the invoice data and the connection to the provider you choose; we aren't a provider, the invoicing we've built so far runs in India, and your tax adviser should confirm the set-up. Our UAE e-invoicing guide has the full timeline.
Can you add AI to the ERP we already run?
Often, yes, if it has an API or an export we can read: an assistant that answers questions from its data, reports you can ask for in plain words, or rules drafted from plain language that a person checks and saves. Xale AI, which our team built, already does this inside a CRM, in Malayalam or English. Our guide to AI in ERP covers what Odoo, Zoho Books, Tally and Business Central now ship themselves.
Can you move us off Tally or Excel?
Yes. We map your ledgers, customers, items and open balances, import them into the new system and run both side by side for a closing period, so nothing is lost and your accountant can check the numbers before you switch. Migration from one source is part of the four-to-six-module build; more sources are scoped in your quote.
Who owns the ERP and the data?
Everything in it is customisable: fields, pipelines, roles, modules, automations and reports. Your data and your configuration are yours, exportable any time, in a workspace in your company's name. The platform underneath is Xale Private Limited's, and it is hosted on Amazon Web Services (AWS), as our team reports. As Xale's platform page describes it, each workspace is kept to itself, the whole database is backed up every hour to off-site storage with each backup verified, every sign-in and deletion is logged with the user, IP address and device, and your admins can download a snapshot of your workspace. In the same page's words, Xale's own team operates the platform and its backups, and helps inside your workspace when you ask for onboarding or support. If your contract needs the hosting location in writing, ask and we get it from Xale.
Start a project
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.




