Kerala startup’s contact centre platform powers Myntra, Flipkart and more

A Technopark-based startup, Code of Duty, has developed RYNG—an all-in-one contact centre platform that simplifies customer communication and is now used by leading companies such as Myntra and Flipkart.
“Our objective is to make it simple for businesses to connect with their customers across multiple channels—calls, WhatsApp, SMS, Truecaller, and AI—through one platform,” said Sanju Mathew, co-founder and director of Code of Duty.

Sanju, an MTech and MBA graduate, began his entrepreneurial journey in 2011 when his team won Malayala Manorama’s first Yuva Mastermind competition and received an award from Dr A P J Abdul Kalam. After stints in the corporate world and two earlier ventures, he returned to his passion for solving customer communication challenges.

The company was co-founded by Benjamin Abraham, who serves as the CEO, and has completed seven years in the market. Its journey began with Askerbot, a voice and SMS-powered campaign assistant launched in 2018, which improved customer response rates by contacting users at the right time and offering interactive SMS options. By 2020, it evolved into RYNG, an upgraded version designed to address sales, onboarding, and customer support more effectively.

According to Sanju, large-scale businesses face complex customer journeys—ranging from cancellations to failed COD deliveries—that are expensive to manage through traditional customer care teams. RYNG streamlines these processes by helping sales executives connect with more leads, enabling personalised onboarding through caller insights, and equipping support staff with AI-driven tools such as automated transcription, context-aware call handling, and number masking for security.

“The system lets businesses and customers focus on what really matters—the conversation. It keeps connectivity high, requires no heavy infrastructure, and can even run securely on a personal smartphone,” Sanju said.

The startup’s growth was supported by an IDEA grant from Kerala Startup Mission, which boosted its marketing efforts. Looking ahead, Code of Duty plans to strengthen its presence in Kerala while exploring expansion into Southeast Asia, which would require scaling up its sales and support operations.