- Client Ankpal
- Industry Accounting Software · ERP
- Engagement Since 2023
- Scope Brand Transformation
Ankpal Case Study
From accounting software to an AI-powered ERP for Indian MSMEs.
How Granth shaped Ankpal into a modern,distribution-led ERP brand built for India's growing businesses.
The Brief
India's MSMEs deserve an ERP designed around how businesses actually operate.
Ankpal brings accounting,compliance,inventory,banking,invoicing,distribution,and AI-powered business intelligence into one connected system,replacing fragmented tools and disconnected workflows with operational clarity for Indian MSMEs. Yet the brand was still perceived as billing software and lacked a digital ecosystem that could communicate the scale and intelligence of the platform behind it.
Granth partnered with Ankpal to rebuild that perception through identity,communication,and a unified digital presence designed around visibility,recall,and growth.
The Challenge
A 14-year-old accounting platform with enterprise-grade depth still perceived through a small business lens.
Growing beyond accounting
Ankpal had already expanded across compliance,inventory,invoicing,banking,distribution,and operational workflows for Indian MSMEs.
A connected product ecosystem
With multiple business functions operating under one platform,communication needed more clarity,structure,and consistency.
Perception vs capability
The platform supported larger business operations,while the brand was still largely recognised through its accounting software roots.
Building a more modern presence
The product experience had already become faster,smarter,and more scalable. The digital ecosystem around it needed to reflect the same maturity.
The opportunity
Transform Ankpal into a more recognizable ERP brand for Indian MSMEs.
Most ERP brands communicated through features,dashboards,and functionality. We saw the opportunity to make Ankpal feel more approachable,differentiated,and easier to remember within a crowded SaaS category.
We introduced a distinct visual language,a memorable blue genie,and a clearer digital presence that brought consistency across campaigns,product communication,and distribution touchpoints.
phase 1:rebrand
Restructuring Ankpal into a more recognizable digital brand.
We focused the rebranding on making Ankpal feel more aligned with the scale of the platform behind it.
We redesigned the logo,developed brand guidelines,introduced the mascot,rebuilt the website,and created communication assets that brought the entire brand under one more recognisable presence.
logo evolution
A wordmark designed to evolve with the platform.
The earlier identity reflected Ankpal's accounting software roots. The redesigned logo introduced a stronger and more scalable visual direction that felt more aligned with the platform's growing presence and ambitions.
What we outgrew
An identity shaped around Ankpal's early accounting software phase,lightweight strokes,generic forms,and little connection between the symbol and the growing platform behind it.
What we created
A custom "A" monogram inspired by stability and upward movement,with rising forms that reflect business growth,digital movement,and a more modern direction for the brand.
brand guidelines
A system designed for consistency across every touchpoint.
We structured typography,colour systems,iconography,motion,and communication patterns into one unified brand system for digital,marketing,and distribution platforms.
Color System
Typography
Stationery
Logo construction
Drawn on a 12-unit grid
The Mark
Geometric "A"with an upward arrow embedded in the negative space — protection + growth,in one stroke.
The Wordmark
Public Sans 700,optical kerning,custom 'p'descender to balance the mark height.
The Gradient
Tiffany Blue → Rich Electric Blue,135°. Reads as motion,AI,intelligence.
meet genie,the mascot
Giving a face to Ankpal's AI-powered ERP ecosystem.
We introduced the Genie as a recognisable brand character inspired by the idea of a dependable companion businesses could rely on while navigating everyday operations. Designed as the face of Ankpal's AI-powered ERP ecosystem,the mascot added a more approachable and memorable layer to the platform while reinforcing the feeling of assistance,support,and operational ease across digital experiences.
- The Confident
- The Welcomer
- The Presenter
- The Guardian
website
A website designed for how businesses actually explore ERP.
We restructured ankpal.com around MSME founders,distributors,and operational decision-makers exploring ERP solutions. From industry-focused pages and calculators to vernacular experiences and conversion-led journeys,the website was designed to make the platform easier to navigate,understand,and scale across different business audiences.
ankpal erp application
A mobile app experience designed for everyday business operations.
We extended the Ankpal ERP experience into mobile by bringing billing,inventory,compliance,reporting,and business tracking into one connected application for MSMEs and distribution teams. The application helped users stay connected with operations,approvals,and business activity directly through mobile,making the platform easier to access across day-to-day workflows.
execution process
Eight weeks from brief to brand evolution.
A focused process behind the Ankpal evolution.
six parameters we measured on
Distinctiveness
We measured how clearly Ankpal stood apart within a crowded ERP category.
Recall
We tracked how easily businesses remembered the brand across campaigns and digital experiences.
System Integrity
We ensured every asset followed one connected visual and communication system.
Scalability
We tested the identity across packaging,digital platforms,campaigns,and large-format environments.
phase 02:brand management
The 360° growth system behind the Ankpal ecosystem.
Once the rebranding established a stronger identity,we expanded Ankpal's presence through PR,SEO,campaigns,partner activations,creator collaborations,and digital growth initiatives.
The result was a more visible,active,and recognisable presence across MSME and distribution-led business audiences.
digital pr
Giving Ankpal a stronger media presence.
We positioned Ankpal across business newswires,media platforms,TV networks,and AI-powered discovery ecosystems through large-scale PR distribution and industry storytelling.
AP News
Global Newswire Distribution . May 2026
Ankpal emerges as India's AI-Powered,Distribution Led ERP for MSMEs.
CA-led,cloud native ERP platform built for India's 60 million MSMEs,combining industry expertise and AI driven technology to simplify business complexity.
India's 60 million MSMEs have been forced to choose between enterprise ERPs that are too expensive and complex,or accounting tools that stop at invoicing and GST — CA Prasad Akhani
- Reach 28.7M+traffic
- Pickups 196 distributions
- Networks 111 TV stations
- Syndication 64 publications
FEATURED ACROSS
AP News
Global Newswire
Bloomberg Terminal
Professional Database
Crunchbase
Startup &Business Intelligence
Google News India
Search &Discovery
MuckRack
PR &Journalist Database
Dailyhunt / NewsBytes
News Distribution
ChatGPT · Gemini · Perplexity
AI Discovery Platforms
seo performance . long-term growth
Growing Ankpal through high-intent search visibility.
We strengthened Ankpal's search presence through landing-page optimisation,technical SEO improvements,and industry-focused content built around high-intent business searches.
Search Clicks
23,361
Search impressionS
2.4M +
average Position
45 → 22
Keyword Wins · Top Search Terms
| Search Term | Volume | Before | Now | Δ Rank |
|---|---|---|---|---|
| Cloud accounting software for medium sized business | 11 | #11 | #2 | +9 |
| Accounting software price comparison | 8 | #8 | #2 | +6 |
| Accounting software for garment industry | 5 | #5 | #1 | +4 |
| Engineering accounting software in India | 3 | #3 | #1 | +2 |
| Accounting software partnership | 3 | #3 | #1 | +2 |
| Cloud based accounting software for medium sized business | 4 | #4 | #1 | +3 |
digital campaigns
Creating visibility across Ankpal's digital ecosystem.
We created digital campaigns around Ankpal’s repositioning,the ERP application launch,and the introduction of the Genie across social media,paid campaigns,and business-focused communication.
The Ankpal Genie
Brand Character Introduction
We introduced the Genie as a recognisable digital character for Ankpal across launch communication and social campaigns.
Ankpal ERP Application
Mobile Launch
We positioned the Ankpal ERP application around faster access,business operations,and everyday mobile usage for MSMEs.
Distribution-Led ERP for MSMEs
Brand Positioning
We repositioned Ankpal through business-focused communication,founder-led messaging,and distribution-first digital campaigns.
offline brand activation
Taking Ankpal beyond digital platforms and into real business interactions.
We expanded Ankpal’s offline communication through brochures,standees,partner kits,sales material,and activation assets designed for MSME outreach,business visibility,and distribution-led engagement.
Events we shipped (last 6 months)
Partner Profiles
Distributor onboarding communication
Brochures &Sales Kits
Printed ERP outreach material
Standees &Event Branding
Offline visibility for activations
Leaflets &Campaign Material
Business communication collateral
Regional Outreach Support
Ahmedabad · Mumbai · Delhi · Pune · Bengaluru
social media presence
Positioning Ankpal through consistent digital communication.
We strengthened Ankpal's social media presence through consistent communication,product storytelling,launch campaigns,and business-focused digital content.
Instagram 
YOUTUBE 
FACEBOOK 
LINKEDIN the transformation
Expanding Ankpal's digital presence across platforms.
2.4M+
SEARCH IMPRESSIONS
Across commercial-intent ERP searches
245K+
SOCIAL REACH
Across launch campaigns and digital communication
196
MEDIA PICKUPS
Across PR networks and business platforms
14×
ORGANIC TRAFFIC GROWTH
From 12K to 168K monthly sessions
what ankpal shared
Granth Team,From the very beginning,you believed in our vision and treated our brand as your own. We truly recognize the dedication,patience,creativity,and countless iterations you put into building our website and shaping our identity. This was more than just work. You poured your heart into it,and it reflects in every detail. Thank you for standing by us and giving such beautiful form to our ideas. We genuinely could not have done this without you. We are grateful not just for the work you delivered,but for the partnership and trust we built along the way. Here's to many more milestones together.
Prasad Akhani
Ankpal Founder &CEO
What Ankpal shared
Granth Team,From the very beginning,you believed in our vision and treated our brand as your own. We truly recognize the dedication,patience,creativity,and countless iterations you put into building our website and shaping our identity. This was more than just work. You poured your heart into it,and it reflects in every detail. Thank you for standing by us and giving such beautiful form to our ideas. We genuinely could not have done this without you. We are grateful not just for the work you delivered,but for the partnership and trust we built along the way. Here's to many more milestones together.
