Marwari Catalysts Group (MCatsGroup), a leading founder-first MSME and startup ecosystem in Bharat, has signed a Memorandum of Understanding (MOU) with Tvara, an AI sales platform trusted by AWS, Google, Nvidia, and Modal. The partnership integrates Tvara's AI-powered sales brain directly into the MCats portfolio, providing founders across seven active markets—India, UAE, Ethiopia, Ghana, Kenya, Singapore, and Sri Lanka—with a decisive advantage in converting leads into revenue.
Three Pillars of Collaboration
The collaboration is built on three core pillars: portfolio startup support, AI-led sales enablement, and market access and growth. It combines MCats' acceleration, capital, and mentorship engine with Tvara's automated, intelligence-first go-to-market platform.
The Problem That Quietly Kills Early-Stage Startups
Most founders do not lose because their product is weak; they lose because sales stalls. Industry data shows that sales teams spend approximately 70% of their time researching leads and only 30% actually selling, losing up to 40 hours a week on manual preparation across more than 12 disconnected tools. For a lean startup team, that lost time is the difference between a pipeline that converts and one that goes cold.
Top 5 Reasons Organizations Are Shifting to Tvara
Tvara is an AI sales platform and matching engine that goes beyond a CRM. Instead of merely storing contacts, it identifies the buyer, maps their role, intent, and pain points to the right product, and initiates the appropriate next action across email, WhatsApp, and calls before a sales representative steps in. It replaces a fragmented stack with one intelligent system, powered by four connected engines:
- Matching Engine: Sales teams do not lose deals because they lack leads; they lose them because the right leads are buried among hundreds of names, roles, companies, pain points, buying signals, and intent levels. Tvara's Matching Engine identifies the best-fit buyers by understanding personality, requirements, urgency, pain points, and relevance, so representatives know exactly who to prioritize before outreach begins.
- Campaign Outreach Across Email, Calls, and WhatsApp: Once the right leads are identified, Tvara generates personalized outreach scripts for email, calls, and WhatsApp together. Representatives do not have to manually think through what to say, when to say it, or how to follow up. The system helps them move faster with context-aware communication across every channel.
- Action-Led Analysis: Instead of overwhelming dashboards, Tvara delivers a prioritized, urgency-ranked action queue, detects winning patterns automatically, and surfaces pipeline risks early, so teams focus only on the deals most likely to move forward.
- Integrations with Existing Stack: Tvara connects with Salesforce, HubSpot, Zoho, Gmail, Outlook, WhatsApp, Twilio, Zapier, and webhooks, without forcing teams to replace their current systems or rebuild their sales process from scratch.
- Enterprise Customization: For enterprise teams, Tvara can customize how matching, scoring, campaign behavior, follow-up logic, and outreach flows work based on their sales process, industry, customer segments, and internal operating style. This allows teams to keep their existing structure while making their sales motion sharper, faster, and more intelligent.
How This Directly Increases Sales
For a single lead, manual qualification takes around 7 to 8 minutes to gather details, understand fit, and decide the next step. With Tvara's Matching Engine, the same process takes just 5 to 6 seconds, allowing thousands of leads to be analyzed and qualified in 20 to 30 minutes instead of days. The result is faster, smarter selling. Tvara reports up to a 3.2 times higher reply rate versus generic outreach and a 28% lift in conversion versus manual cadences because every lead is routed to the right offer, message, and channel, and the engine gets smarter with every open, reply, objection, and close. For founders, this means a shorter sales cycle, higher win rates, and a go-to-market motion that scales without scaling headcount. Tvara is TAC Security-verified and offers a 14-day free trial with no credit card required.
A Vision, Scaled by AI
"My dream has always been to build 1,000 entrepreneurs from emerging cities and connect them to opportunities across India and the world. But ambition alone doesn't scale a company's execution does," said Sushil Sharma, Chairman of Marwari Catalysts Group. "Our founders from Tier-2 and Tier-3 India have the hunger and the resilience. With Tvara, we're handing them a sales advantage that, until now, only the best-funded metro startups could afford. This is what founder-first looks like in the age of AI."
"MCats has built something rare—a deep, high-conviction pipeline of founders from every corner of Bharat, now scaling into Africa and Southeast Asia," said Ruchika, Founder and CEO of Tvara. "We're not joining their stack as just another tool. We intend to become the default sales layer for the next wave of breakout startups, and this partnership puts that engine in their hands from day one. With the aim to become a core research and data-led company," said Shishir Govinda, Co-Founder and CTO of Tvara.
Marwari Catalysts Group (MCatsGroup) is a Bharat-first, founder-first startup ecosystem helping ambitious founders from Tier-2 and Tier-3 cities build companies that scale beyond geography. Through its accelerator, venture studio, and AIF Cat-1 fund, MCats has supported over 200 startups, made more than 100 investments, and helped create over 5,000 jobs with 35% women founders across Jodhpur, Jaipur, Mumbai, and Bengaluru. Learn more at marwaricatalysts.com.
Tvara is an AI sales platform and matching engine that pairs every lead with the right offer, message angle, channel, and next action across email, WhatsApp, and calls. Built on its proprietary architecture and trusted by partners including AWS, Google, Nvidia, and Modal, Tvara helps teams stop guessing and start closing, replacing a fragmented sales stack with one intelligent system. Learn more at tvara.global.
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