Director – Sales
Toradex Systems (India) Pvt. Ltd.
1. What is your perception of the Indian electronics and
We still have total semiconductor consumption in India met
mainly through imports. Going forward whether it is medical
electronics, consumer electronics, telecommunication, office
automation, industrial automation or automotive there is going
to be more & more demand for semiconductors. We expect Mobile
Devices, Telecommunication, and IT&OA to be top contributors
in terms of % share of TAM. We at Toradex see good potential
for our range of modules in segments like – medical devices,
auto infotainment, industrial automation & defense. Consumers
are experiencing limitations on microcontroller based systems
and that is where computer on modules (CoMs) based solutions
are positioned. We offer complex technologies in a broad range
of highly miniaturized embedded products. This segment CoM is
still in its early stage and there is a huge potential for
this category to grow in the near future.
2. What are the top 3 innovative trends Toradex sees in
With more push from Government in building & strengthening
Infrastructure in the country, it would be just right to say
that this push in Infrastructure will in turn trigger
semiconductor consumption & growth. Telecom & Energy sector
are the key areas. We see miniaturization happening in mobile
devices which demands low power consumption and therefore
people are finding out ways to reduce power consumption demand
of their devices in order to expend the battery life of their
products. Our CoM based products offer high performance low
power solutions for this industry need. People are using more
compact energy efficient devices based on SoCs and we build
CoMs using these SoCs to offer ready to use application
specific solutions. LED TVs and all consumer electronic
products will get more intelligent & smatter in the near
3. What part does India play in the overall technology
strategy and marketing strategy of Toradex?
We have taken a strategic decision to set up our operations in
India. We have already set up our engineering center in India
that will support our team in Switzerland and also our plan is
to use our engineering center in India to support south-east
Asia market. We are building our hardware & software
capabilities to offer complete solutions to our customers. We
want to be their long term partners and not just a supplier of
hardware boards. Our focus is to build robust processes so as
to deliver superior customer experience.
4. How does India fare with regard to innovation in the
semiconductor domain? How do you place the competency of
Indian product and design companies as compared with MNCs?
Everything than can be invented has been invented is truly a
mistaken assumption. Today we actually see it is the
innovation that keeps countries & product companies ahead of
each other. We firmly believe India does have capability to be
the hub of innovation in the semiconductor domain as it has
been in the field of software development. I think
competencies of Indian products and design companies are
equally good. Actually, this concept of Indian products &
designs is thoroughly misrepresented globally. Any product you
take has actually something called visible innovation and
invisible innovation. When we say visible innovation we look
at the end product from end users perspective but invisible
innovation is an area were India and Indian capabilities is
very well represented. What goes into products like I Pads and
iPhones gets designed and innovated in India design centers
but because it is not visible to the end user we hardly
recognized. So competencies of Indian products & design
centers are not far behind MNCs.
5. What would be the key market drivers in 2013?
As a company we are seeing trend towards applications moving
on to low power SoCs. What we are bringing to the industry and
customers is more computing power and more functionality using
these SoCs and building computer on modules which enables
customer to speed up their new product development and bring
new products to the market much faster than their competitors.
I think this trend will pick up and continue to gain momentum
as computing power is moving to handheld devices which demand
less power consumption but more versatility in terms of
functionality. CoMs are exactly designed to deliver that kind
of superior experience in application specific areas.
6. How is the regulatory environment in India impacting the
Indian semiconductor industry?
The regulatory environment is now slowly allowing the Indian
semiconductor companies to take a long term perspective as
recently announced policies have encouraged companies to
invest & build necessary infrastructure. The fact that our
company has invested in setting up engineering center in India
goes to show that we are looking at India seriously &
positively. We are able to find highly talented and highly
educated workforce here the good thing is that they are
already having some decent work experience in semiconductor
domain. So this regulatory environment has not changed our
India plans at the moment and we will continue to stay
7. In your view, what should India's focus be for the next
I think going forward India’s focus should be to completely
reform labor market if India has to generate sustainable
employment generation model. Educational system needs complete
overhaul and there has to be some program to encourage
companies to invest heavily into R&D. If we have to be leaders
in let’s say semiconductor sector, we must encourage products
innovations, find ways to improve our cost structures that
will allow us to stay competitive and attract good talent.
8. The domestic demand for electronics is not being met due
to inadequate production, what should be the steps taken
Inadequate production means less or no manufacturing happening
in India. We have to bring in big investments into
infrastructure projects and that can happen through PPP mode
and also if big corporates are encouraged to step forward.
Being an emerging country, we have to strengthen our
Institutions be it our banking & financial sector, regulators
and somehow make efforts to fill up Institutional voids that
are present in the market. Labor market reforms, Land
acquisition policies, education system will all be the right
steps in encouraging companies to set up manufacturing plants
that will address this gap between demand & supply for
About the author
Sanjay Malla is Director – Sales at Toradex Systems (India)
Pvt Ltd. Sanjay has work experience of 20 years in the field
of Semiconductor Sales & Marketing. He was worked with Zenith
Computers, Ultro Technologies Singapore; Desner Electronics
Singapore managed their Indian Operations.
Sanjay Malla has done B.E Electronics from Nagpur University.
He is MBA in Strategy & Marketing from IIM-Kozikhode. He has
also done Leadership & Change Management program from IIM-Ahmedabad.