About Us

bannerAbout Us

What’s In The Name?

As a subsidiary of the Choice Group (est. 1993), we retain our lineage in our name with the intent to stay grounded in the value-added system of established expertise. We do this while evolving with the changing times and algorithms, which is why Technology is at the crux of everything we do. And since all great innovations happen in a Lab; ours is a place where creativity is allowed to run wild; monitored only within the rationality of science.

A strong footing in the experience that stands the test of time but simultaneously upgrades with the progression of events using creativity backed by data.


Making Magic with Experiments.

Our Vision

Being a part of the digital transformation process with our clients to create an unmatched digital experience for their customers.

Our Mission

Catalyzing a process intrinsic of a culture of improvement and resource optimization to shorten the time to success.

Our Essence

Operating on the principles of hypothesizing, experimenting, testing and re-innovating to make an impact.

bannerOur journey

How IT Started

We started off as an E-Commerce Portal and faced a fair share of struggles when it came to an IT team. A well-qualified team was close to impossible to find and issues arose in the form of disagreements in delivery or being charged unreasonably. So we built an in-house IT team from scratch and shifted our focus to being a full-fledged IT Company; from seven we have grown to a hundred

Headquartered in Mumbai, we’ve become an organisation of technologists, creatives and strategists; offering consolidated services right from design and development to marketing and security. It could be anything from marketing in an online world, to creating web and mobile apps that make the world go round, or cloud infrastructure consulting.

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Why Choose Us?

Our journey has been quite something. We’ve tried several approaches, not all of them were forthcoming. But it made us realise experiments lead to beautiful things. Working with our clients, we’ve gained a stronghold in various sectors such as hospitality, government, finance, transport, marketing and religion. We believe in being one with our clients, not just for conducting a business, but as a strategic asset. Label us as IT, Digital or Information Security. What we like to be labelled as is a company that transforms.