Stratasys, a global leader in additive manufacturing or 3D printing technology, helps Indian aerospace, automotive, healthcare and consumer products industries design and make prototypes, manufacturing tools, and production parts faster and cost effectively.

Several OEMs and Tier-1 companies in these industry segments are its customers who want high value products at very reasonable prices. In an interaction with T Murrali of this publication, Rajiv Bajaj, Managing Director, Stratasys India and South East Asia, said, “We are changing the game by giving industrial production-grade machines at affordable prices. We have a lot of takers for them across industries in the Tier-2& 3 cities also.” Edited excerpts:

Q: In India, is additive manufacturing still confined to R&D for making prototypes? What is the next step in the automotive sector?

Bajaj: The car companies we have in India are globally competitive, keeping pace with what is happening around the world. The differentiation we see as a technology provider is the level of technology adoption by the local OEMs. Similar-sized OEMs elsewhere in the world will have a series of our machines whereas in India they are just 1 or 2 each, most of them with the auto OEMs. It also has to do with the technology adoption rate and the trend of product development and differentiation which came in rather late.

 Secondly, prototyping is a well documented area; people use it day in and day out. Companies like Honda, that do only manufacturing in India, are adopting it for their jigs and fixtures. The third stage we look at is personalisation where one can use the 3D printed part in a portion of the vehicle, which has been done with BMW MINI, and Daihatsu in Japan. We don’t have any use case in India as yet. We are looking at possibilities here.

Q: Are there some applications where it can be used?

Bajaj: Now we are talking about not just back-end or R&D use but actual customer experience. There we are giving tooled-up parts with multiple finishes. There are finite possibilities with the new numbers and quality of parts being manufactured. 3D is also used as a marketing tool. Typically, people look at it as a device to save money or time as this is a revenue generation tool.

Q: So even if you make 10,000 parts, each one can be customised?  

Bajaj: Yes, absolutely; it’s mass customisation.

Q: Do you see opportunity globally and in India to replace traditional manufacturing by 3D, and to what extent?

Bajaj: There is no simple yes or no answer to this. It involves a deep understanding of how the two processes work. If volumes are a few thousands, yes; but if it is in lakhs, then maybe not. The most intelligent organisations would be the ones who would use a mix-and-match of this technology. Additive doesn’t mean it should remove subtractive. Intelligence lies in knowing when to use additive and where to leverage subtractive, and vice-versa. Combining these two will make for a very efficient organisation.

Q: Will this find a key role in low volume parts? 

Bajaj: Yes, as well as complicated parts and in the aftermarket for different models. Even enthusiasts like Jay Leno will find a use for this. In fact Leno has bought a 3D printer from Stratasys to make parts for his collection of vintage cars. It’s a useful tool for motor enthusiasts to make parts that are not available in the market.

Q: Do you see additive manufacturing for lightweighting?

Bajaj: Parts consolidation is a very direct outcome of 3D printing because, for example, it can print a chain with interlock whereas in the traditional process each part would be a separate entity. In an aerospace part we consolidated some 100 plus parts into one unit. In automotive, now many areas for this are emerging for limited production; mass production would take some more time but it will come. When we talk of lightweighting, making prototypes earlier was quite difficult but today with this technology we can make very complex prototypes and validate the design. Once it is validated it can use any method: for low volume additive, for high volume something else. That’s the advantage. Also, in assembly, we can check minute gaps in the line very accurately. Changes in tooling can be done immediately instead of waiting for a long period as customisation has to be done in the shortest period possible.

Q: Would this help reduce the number of iterations?

Bajaj: Actually I can do more iteration by trying out newer ideas. This will help enhance the quality level at the design stage itself. We have to find a balance between the additive and the subtractive.

Q:  Would the customer complaints reduce when you make a product faster?

Bajaj: Obviously, as I am designing quality into the process and product from day one; it helps me take informed decisions. Basically, what the customer wants is a good, tangible product.

Q: What is the response you get from customers who have not taken up this technology as yet?

Bajaj: In today’s scenario there would be very few customers in the automotive supply chain who have not experimented with 3D printing. If they are not using it directly they are getting services done outside. The expectations from customers is different; some want better quality, some want it faster, some cheaper and so on. Most of them are experimenting so that this should become a part of their process.

Q: Are there other concerns than cost?

Bajaj: In India, cost is a big concern; customers want high value at the most reasonable price; they are not looking just for low cost. So there is pressure; that’s why a lot of innovation helps. A company cannot just copy paste; it has to innovate. In 2015 our lowest cost of the printer in FDM series was around INR 60 lakh. Today, we have given the same technology on a different platform for INR 15 lakh. That’s how we are changing the game, giving the same class of industrial production grade machines at an affordable price. This has found a lot of takers for us in the Tier-2&3 cities, not just automotive but across industries.

Q: There might be apprehension among your potential customers that if they buy a machine from you they would have to be wedded forever to your company to get the material. Is that true or will they be free to choose their own material from the market for use?

Bajaj: For most of our technologies it is true but we are working on a new technology called SLA which is our only platform where the consumer can buy material elsewhere. The problems with 3D printing are many. Let us say if you make your material open and then the customer comes and says the parts are not printing correctly; then where do you fix the blame? That becomes a big problem. The reason why we keep it to us is not because we want to charge customers more, but because we want to give them 100 percent accurate results all the time. Predictability and repeatability are problems that 3D printers at entry level are facing every day. By controlling the oven temperature and the material properties we are able to achieve 100 percent accuracy. When companies like Maruti tell us there are some challenges, we work with them to sort it out.

It is like when the customer buys a car and goes to the spurious market to get parts. When the vehicle fails they come and complain to us. We check the car and tell them the company is not responsible for whatever parts the customer fits in. Even insurance companies do not entertain such claims. If you want consistent quality and most desirable product performance you will have to stick to some standards.

Q: Do you see Stratasys to become even a supplier to vehicle manufacturers or Tier-1s?

Bajaj: It is not done in India as yet but globally we do run Service Bureaus. The BMW MINI project is all done by our Bureaus.

Q: Is this like software as a service where they can use your facility?

Bajaj: Yes, they have to just give us the software data and we will be able to print it. But that is not the real intelligence of the service bureau. The services we provide are very high-end; redesigning the entire thing, adding more colour variants, giving a new look to the car. These are the kind of services we provide where 3D printing is a part of the process. We take into account all the special requirements the customer wants. We have done complex projects in India and our overseas offices as a service.

Q: Which are the markets that are very attractive, where you have more inroads as of now? Going forward, how will it be?

Bajaj: Automotive is our sweet spot, globally (around 25 percent) and in India (30 percent). I see it as a major place for expansion because compared to global standards the technology adoption with these companies is very low. I believe if they have to compete in testing times like this there is no other way than to come out with products faster and cheaper. Technologies like Stratasys 3D printing are tailor-made for this. Despite the slowdown we are very bullish about the automotive market because of the lack of penetration in it. It’s a technology life cycle, similar to the software industry where the cycle came from the US and went on to Europe and to Asia before coming to India.

Q: How do you compare with aviation as you are the only one certified by the aviation industry?

Bajaj: For aviation, we are limited to plastics at this point in time so the parts made by us are more suitable for the cabin interior. India is more about defence aviation where the aircraft interior is not that critical. While HAL, DRDL, etc are all using our technology, mass proliferation would occur when companies like Boeing and Airbus have their complete setup in India. We need civil aircraft to be manufactured in India to see that kind of growth; there are none at present.

Q: For automotive, what are the key drivers of growth globally and in India?

Bajaj: One is the quest for innovation through rapid prototyping. Two, the product development cycle time has reduced by 50 percent in the last four years. If a new platform time was 3 years earlier, today it is under 18 months. In the past two years, any automotive company that has not come up with newer models at a faster pace has not survived. To keep the momentum going in the market they have to come up with new products. If they have the right product at the right price in India their business will certainly grow. (MT)

BOX 

User Forum

The 3rd edition of Stratasys India User Forum in Bengaluru recently had participation from over 620 industry leaders and end-users. Organised by Stratasys, a global leader in 3D printing and Additive Manufacturing (AM), the Forum was a platform for professionals to exchange views on the latest 3D printing trends, applications, and the best practices across key sectors in India.

Michael Agam, President, South Asia, Stratasys, said the User Forum brought together several leading brands such as Maruti Suzuki, Ashok Leyland and Honda Cars in the Indian ecosystem, that have used Stratasys’ products to innovate. This reiterates why India is a key market for the company.

Saurabh Singh, Head of Design Studio at Maruti Suzuki India Ltd, highlighted how the brand has been able to leverage 3D printing to provide high quality, ergonomically suited and distinctly personalized offerings, thereby enhancing the overall customer experience.

Sundaresan, Vice-President, Electric Vehicles and eMobility Solutions, Ashok Leyland, said that AM helped the company save about 14,138 days of hour-utilization and nearly INR 74 lakh in manufacturing costs. He said Ashok Leyland made clutch housing using AM to carry out fitment checks and it helped to contain the time to three days against close to 60 days in the conventional method. AM helped also to keep the time schedules for the development of blower cover and meet the CMVR regulations. The company made prototypes and parts for the initial production lot. The whole exercise was completed in a couple of days as compared to 90 days in the conventional method. Similarly, the three-axis intake pipe was made in a day as opposed to the usual three months. It also made a scaled concept of the seven-speed gearbox having geometric complexity. For electric vehicles the company made traction motor stator sector in AM, which helped in physically measuring the slot-fill, evaluate ease of winding and measure external portions of end-winding. “For smaller volumes also AM is economical. For advanced mobility it plays a key role in the combustion chamber”, Sundaresan added.

Bhushan Chandna, Manager, Business Excellence, Honda Cars, explained how the brand has spearheaded the use of additive manufacturing in the auto sector, especially with the use of 3D-printed jigs and fixtures. (MT)

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Bengaluru-headquartered design and technology services company Tata Elxsi has inked a Memorandum of Understanding (MoU) with Synopsys, a leader in silicon to systems design solutions, to accelerate automotive virtualisation solutions.

The partnership aims to provide customers pre-verified, integrated solutions and services that make it easy to design and deploy virtual electronic control units (vECUs). This they shared is a cornerstone technology critical for efficient software development and testing in today’s software-defined vehicles (SDV).

As per the understanding, Tata Elxsi will bring its engineering capabilities in embedded systems and integration with Synopsys’ industry-leading virtualisation solutions, which is said to be used by more than 50 global automotive OEMs and Tier 1 suppliers. This will not only reduce development complexity and cost, but also improve quality of software systems and de-risk vehicle production timelines.

Deployed across vehicle domains such as powertrain, chassis, body control, gateway and central compute, the partners are already working on several global programs. This enables their customers to simulate real-world scenarios, validate software early and reduce reliance on physical prototypes.

Sundar Ganapathi, CTO – Automotive, Tata Elxsi, said, “Our partnership with Synopsys reflects a future-forward response to how vehicle development is evolving. As OEMs move away from traditional workflows, there is growing demand for engineering services that are tightly integrated with virtualisation tools. This strategic collaboration enables us to jointly address that shift with focus, flexibility and domain depth.

Marc Serughetti, Vice-President, Synopsys, said, “The automotive industry’s transformation to software-defined vehicles requires advanced virtualisation capabilities from silicon to systems. Our leadership enabling automotive electronics digital twins, combined with Tata Elxsi’s engineering scale and practical experience operationalising automotive system design, will simplify the adoption of virtual ECUs and thereby accelerate software development and testing to improve quality and time to market.” 

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India's rapidly evolving mobility sector was the central focus of the 3rd EV & AutoTech Innovation Forum, held at Vivanta, Hinjawadi, Pune, which was organised by Konnect Worldwide Business Media on the theme of ‘Shaping the Future of Mobility.’

The day-long event saw over 300 participants from the automotive stakeholders including EV players, tier-1 suppliers, OEMs, policymakers and tech investors.

The event saw discussions on around the increasing demand for innovative technological features such as connectivity, high-performance computing, driver assistance/autonomous driving & enhanced safety, alongside emerging trends like EVs and stricter efficiency norms. This has led to a growing focus on the role of software in modern vehicles.

Prominent attendees included representatives from Jio, ARAI, Visteon, Harman, Varroc Connect, Tata Motors, Omega Seiki Mobility, MediaTek, Maruti Suzuki India and Stellantis India among others.

Steven Lee, Deputy Director, Intelligent Software Development, MediaTek, said, "India is the fastest-growing connected car market, with a projected CAGR of 18 percent between 2025 and 2030, according to Counterpoint. Government policies, growing presence of global OEMs, seeking alternative sourcing hubs and the rising importance of software in vehicles have together created a strategic opportunity for Indian players to enhance capabilities, accelerate growth and establish India as a global automotive hub. As the sector continues its upward trajectory, it is strategically positioned for transformative growth in the near term, driven by 5G machine-to-machine (M2M) connectivity, sophisticated AI integration and premium Multimedia, surpassing traditional 4G frameworks. At MediaTek, we are leveraging our industry-leading expertise in MediaTek Dimensity Automotive portfolio to drive key capabilities including impressive AI, extensive feature integration, innate energy efficiency and leading connectivity solutions. Our collaborations with OEMs help to deliver immersive, advanced in-vehicle user experiences to reach AI defined cockpit with cybersecurity capabilities and enhanced connectivity.”

Mohan Raju, Vice-President & Vertical Head – IoT, Jio, said, “The connected vehicle ecosystem today is a rapidly evolving landscape where vehicles are not just equipped with internet connectivity but also with advanced cloud applications suites, enabling the user to interact with his environment like home, office, shopping lists etc right from the car. Also, the vice versa i.e. Home2Car is fast becoming a reality which involves the user interacting / controlling his car right from the comfort of his car. Icing on the cake - this interaction is increasingly voice commands powered allowing the user to “Speak with the car in his/ her native Indian Language”.

“We are pioneering this experiential transformation and customer preference shifts by bringing first of its kind innovative solutions in close collaboration with Auto OEMs. This approach is fundamentally changing how vehicles are designed, used, maintained and therefore enhancing the overall value and experience of vehicle ownership for the customers," he said.

At the event, the key sessions explored the convergence of AI-ML, edge computing, connected mobility and technological advancements in electric two-wheeler and SDVs. Fireside chats and panel discussions delved into EV ecosystem development, monetisation models and the critical role of telematics and over-the-air (OTA) updates in delivering a seamless in-car digital experience.

Further contributions came from clean mobility disruptors such as Micelio Discovery Studio and Exponent Energy, who presented groundbreaking models in green mobility and localised innovation.

The forum also featured a technical demo zone by Tier-1 OEMs and live vehicle showcases by Tata Motors, Skoda India, JSW MG Motor and Matter Mobility.

Ujjwala Karle, Senior Deputy Director & Head Technology Group, ARAI, said, “With close to six decades of experience in homologation and standardisation, ARAI has expertise in R&D, testing and validation. ARAI has also developed indigenous technologies in the mobility domain through its expertise and in house innovation. Mass-scaling of the technology in India can be achieved by an integrated approach and a combination of virtual and experiential verification and validation process. We are open to collaborate with the manufacturers in automotive domain in the field of R&D, technology development, testing & validation and engineering services.”

Sivakumar Yeddanapudi, Global Vice-President – Digital Cockpit and Connected Services Products, Visteon, said, "India plays a pivotal role in driving the future of global automotive innovation. At Visteon, we're proud to collaborate with MediaTek and other leading partners to accelerate the transition to software-defined, AI-powered vehicles - delivering advanced cockpit technologies that elevate the driving experience."

The day-long event, themed ‘Hello World, Disrupt the Future’, was powered by MediaTek, a world-leading fabless semiconductor company powering nearly 2 billion connected devices a year, as AutoTech partner and supported by ARAI.

Rahul Sindhwani, CEO, Konnect Worldwide Business Media, concluded, "The third edition of the EV & AutoTech Innovation Forum has reaffirmed our resolve to bring together the best minds in mobility. As electric and software-defined mobility gain momentum, the forum served as a catalyst for actionable dialogue, innovation and ecosystem-level collaboration. We are proud to build India’s most definitive platform for future-ready mobility solutions.”

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Bengaluru-headquartered product engineering and digital services company Tata Technologies has signed a strategic partnership with Emerson, an industrial technology leader of advanced automation solutions, to drive innovation in integrated testing and validation solutions for global players in the automotive, aerospace and commercial vehicle sectors.

As part of the understanding, Tata Technologies will combine its deep expertise in systems engineering, E/E architecture, and mobility platform development with Emerson’s industry-leading, software-connected test and measurement solutions to support next-generation mobility requirements such as software-defined, connected, electric and autonomous vehicles.

Nachiket Paranjpe, President and Head of Automotive Sales, Tata Technologies, said, “We are thrilled to collaborate with Emerson to innovate intelligent, automated testing and validation solutions that address the growing complexity of connected, autonomous and software-defined mobility platforms. This partnership reinforces our commitment to engineering a software-defined future, helping OEMs innovate faster and deliver connected, autonomous and sustainable mobility that delivers a great customer experience.”

Interestingly, in a recent pilot engagement the partners were able to accelerate timeline by 67 percent for a European luxury OEM by developing EV powertrain test rigs in just 5 months. In another project, the partners build a fully automated validation setup for next-gen infotainment heads-up display with over 30,000 test scenarios.

Shitendra Bhattacharya, Country Head and Director, Emerson’s Test and Measurement Business in India, said, “This collaboration represents a powerful synergy between Emerson’s test and measurement innovation and Tata Technologies’ engineering scale. Together, we can deliver end-to-end solutions that help customers reduce complexity and stay ahead in a highly dynamic transportation landscape.”

The partners are also piloting programs in India, Europe and North America.

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German embedded and connected software specialist Elektrobit has unveiled the EB tresos AutoCore Light support integration into modern zonal architectures, which it claims not only reduces development complexity, but also the cost for scalable and cost-effective software for software-defined vehicle (SDV).

The company shared that software-designed mobility is not just about adapting new technology, but also about automakers aligning their present and future needs. This means that the products need to be capable to be scalable as per the customer demand.

EB tresos AutoCore Light is said to meet the demands of peripheral ECUs – cost- and resource-optimised micro-controllers designed for Input/Output (I/O) devices, end nodes and smart sensors and actuators.

With its modular software solutions, Elektrobit promises up to a 30 percent reduction in hardware and R&D costs compared to traditional AUTOSAR Basic software.

EB tresos AutoCore Light seamlessly integrates smart sensors and actuators into automotive Electrical/Electronic (E/E) architectures. This modular approach fosters code reuse, simplifies updates and accelerates development timelines.

For zonal ECUs, EB tresos AutoCore and EB zoneo provides the foundational software. By consolidating functions into these zonal ECUs and standardising peripheral ECUs, manufacturers can significantly reduce hardware complexity and associated R&D expenses. Peripheral ECUs can also leverage smaller microcontrollers, further contributing to cost savings.

EB tresos AutoCore Light utilises widely accepted signal-based communication, avoiding new complexities. It is also ASIL-B ready and CSMS certified, ensuring safe and secure implementation even on constrained hardware. OEMs can further expand functionality with tailored add-on packages like J1939 and DLT, depending on available memory.

Jagan Rajagopalan, Head of Strategy & Portfolio, Elektrobit Automotive, said, “The Software-Defined Vehicle is a complex ecosystem, and EB tresos AutoCore Light offers a smart, efficient entry point for customers aiming to build scalable, future-ready software. Tailored for resource-constrained peripheral ECUs, it breaks away from traditional monolithic architectures with a lightweight, modular design. By building on proven EB tresos AutoCore components, it empowers customers to accelerate development, reduce integration complexity, and confidently scale their SDV strategies.”

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