Sales today.
The whole business next.
Every trading business runs on the same four questions — what was ordered, billed, shipped, paid. Today those live in four different places and one person's head. Once every deal is on record, the rest of the business can hang off it.
One record, four layers.
Sales
Inquiry, quote, follow-up and order — every deal on record from the first message, and every silent thread worked.
Invoice & payments
The invoice raised against the deal that created it, payment tracked against the invoice. Who owes, how much, since when.
Shipments
Dispatch, documents and delivery against the same record, so the order and the truck stop being two different systems.
Finance & accounting
Margin by deal, party and item. Ledger position, credit exposure and books that close from the source, not from re-entry.
The software this economy never got.
There are lakhs of trading businesses in India between ₹1 cr and ₹100 cr. Almost none run on software — every system built for them began by asking for data entry.
Conversation is the only universal behaviour
These businesses won't adopt a new interface, but every one already negotiates in chat, email and phone. Meeting them there removes the single largest reason software fails in this segment.
The record is the wedge, not the feature
Owning the deal object at the moment it's created — not after someone types it in — gives us the structured history of what was asked, quoted, won and lost.
Sales is the entry point with the shortest payback
An owner sees the return inside one quarter, in closes and response times — the right to sit underneath payments, finance and dispatch, where switching costs compound.
The data gets more valuable with every deal
Items, grades, terms, price points and supplier behaviour accumulate per market. Over time the register becomes a demand and pricing picture no single trader could assemble alone.
Live customers, not a pilot.
70+
businesses live across timber, lighting, agriculture, paper, bearings, hardware and services
3
markets in scope: India, UAE and the United Kingdom, on the same product
1
record layer underneath all of it, extending to payments next
Led by Pavan Sathiraju and Murtaza Bootwala.
TradeAssist is led by operators who have worked across technology, product, engineering and business strategy — with a focus on building AI-first systems that work in the real world.
Co-founder · Product & Engineering
Murtaza Bootwala
Amazon, TrueLayer, PwC · IIT Bombay · INSEAD MBA
Murtaza Bootwala is Co-founder of ZapSight, where he leads product and engineering. Before ZapSight, Murtaza built production systems at Amazon and TrueLayer, and held roles at PwC — delivering at scale before the current AI cycle made it fashionable.
He holds a degree from IIT Bombay and an MBA from INSEAD. He started ZapSight to build a different kind of team — AI-first, with a deep fluency in data and systems, invested in building things that last.
His role is to make sure every engagement ends with a system that is integrated, monitored, and owned by the client's team. Robust enough to run under real conditions. Reliable enough to still be trusted a year later.
Co-founder · Revenue & Sales
Pavan Sathiraju
McKinsey, Mu Sigma · NIT Rourkela · INSEAD MBA
Pavan Sathiraju is Co-founder of ZapSight, where he leads revenue and strategy. Before ZapSight, Pavan spent formative years at McKinsey and Mu Sigma, where he developed a discipline for making technology decisions that survive boardroom scrutiny.
He holds a degree from NIT Rourkela and an MBA from INSEAD. He started ZapSight to build a firm where every AI engagement begins from the business problem — scoped around a KPI leadership already tracks, validated in terms they already use.
The creative problem solving that defines ZapSight's approach starts with his insistence that commercial logic comes first.