Frequently asked questions
about devx labs.

devx labs is an AI-native consulting firm that reimagines business operations around AI capabilities to deliver customer experience transformation for brands. The 150+ person company has entities in India and Singapore and serves clients across India, Southeast Asia, and the Middle East.

devx labs is led by a three-person co-CEO team: Pushpal Maheshwari (Customer Success, Practice, Strategy), Brijesh Agarwal (Delivery and Tech Strategy), and Yash Thakker (Growth and Strategy). The company started in 2023 as devx consulting, repositioned as devx commerce, and is now devx labs after a strategy reset led by the three founders.

devx labs operates from India and Singapore, with active expansion across Southeast Asia and the Middle East. The company maintains proprietary frameworks for cultural adaptation and regional market nuance, and is built from India for the world — with a meaningful and growing share of revenue coming from international markets.

devx labs sits between over-engineered traditional consultancies and limited-scope startups, offering enterprise-grade capabilities at mid-market accessibility and pricing. The current base includes brands under $100mn in revenue, while the active focus is mid-market and APAC enterprises with $500mn+ in revenue through account-based engagement.

Retail and e-commerce — D2C, omnichannel, and scaled commerce brands — is the primary industry where devx labs has the deepest expertise, accelerators, and case studies. Healthcare and financial services are secondary practice areas where the customer experience methodology extends naturally. Manufacturing and other industries are served opportunistically when SaaS displacement or AWS co-sell is the wedge.

AI-native means AI is the foundational design principle of the firm itself — how it is structured, how knowledge moves, how clients are served, and how value is sold. Traditional IT services layer AI on top of existing enterprise architectures and price for complexity; an AI-native firm replaces bloated tools with context-engineered AI systems and prices for the outcome.

Large IT services firms scale by adding people and pricing for complexity, with AI typically layered on top of existing delivery methods. devx labs is AI-native from the ground up, runs short-duration outcome sprints instead of long T&M engagements, and prefers fixed-cost, outcome-based, or revenue-share commercial models. The result is enterprise-grade capability at mid-market accessibility — without the brand-safety premium incumbents charge.

Most commerce platform agencies are vendor-orbit shops — their job is to implement Shopify, Medusa, or similar tools as configured. devx labs uses these platforms when they are the right answer, but the core thesis is reimagining the customer experience layer with AI-native systems and replacing SaaS where it no longer earns its place. The engineering depth — cloud, data, AI, platform — is also broader than a pure commerce agency.

devx labs delivers customer experience transformation through three integrated practices. Customer Interactions reimagines every customer touchpoint — commerce, pre-purchase, post-purchase, community, and omnichannel orchestration. AI-Led Business Operations covers agentic ops, SaaS displacement, demand forecasting, supply chain, and pricing optimization. Enterprise Architecture builds the foundational layer — ERP and CRM modernization, MDM, PIM, CDP, data platforms, cloud, and composable commerce.

SaaS displacement is replacing legacy SaaS stacks — Salesforce, Zendesk, Klaviyo, Shopify apps, Zoho, and similar tools — with custom-built agentic AI systems running on cloud infrastructure. It is the right move when a company is paying for a bloated SaaS stack whose core jobs can be done better by context-engineered AI systems, when license costs are growing faster than the value delivered, or when the existing tools cannot support the customer experience the business actually wants to deliver.

cartx, retailOS, and shopx are devx labs' AI-native accelerators that rapidly transform customer interaction layers for retail and commerce brands. They are productized platforms used inside Customer Interactions engagements to compress time-to-outcome and are typically delivered under fixed monthly accelerator pricing rather than time-and-materials.

devx labs is an AWS Advanced tier partner, and AWS is the primary alliance — a major share of pipeline flows through it. The AWS Co-Sell programme is a structured GTM motion with the AWS Startups Sales team, offered in two tiers: a Growth package for early-stage companies replacing 1–3 SaaS tools, and a Scale package for mid- and late-stage companies replacing 3–8 tools. AWS account executives bring devx labs in as the execution partner where SaaS lock-in is the pain point.

devx labs prefers commercial models in this order: fixed cost / fixed scope, outcome-based pricing tied to KPIs, fixed monthly product accelerator pricing, fixed monthly packages with embedded outcome focus, and time-and-materials only as a last resort. Outcome-based and revenue-share engagements are actively offered when scope is well understood, KPIs are clear, and the firm has high confidence and ownership over the outcome.

A typical engagement moves through four sales stages — qualification, discovery, solution design, and contract and onboarding — with practice teams running technical workshops and POCs during solution design. For strategic deals, an Outcome Manager is embedded from discovery onward to define acceptance criteria, milestones, and outcome metrics. Delivery is run as short-duration outcome sprints rather than long, drawn-out engagements.

Engagements begin with a qualification conversation to confirm transformation readiness and strategic fit. devx labs is the obvious choice when a company wants to fundamentally reimagine a customer experience layer, replace a bloated SaaS stack, or engage on outcome-based commercial models — and is not the right partner for pure staff augmentation, lift-and-shift work, or price-only RFPs. To start, reach out via devxlabs.ai.