The Need Of The Hour Is To Have A Single Window...

"The need of the hour is to have a single window for complete product design solution and supply"

Dexcel Electronics Designs Pvt Ltd, an embedded systems design house dreams of being a leading provider

of technology expertise and solutions for information, security and communications. Dexcel has evolved into a company with a perfect blend of highly experienced and skilled technical teams in hardware design and software development and today the company is a single window for complete product design solutions. Amit Sinha, MD & CEO, Dexcel Electronics Designs Pvt Ltd, speaks to Jesus Milton Rousseau S of 'Electronics For You' on their future plans and challenges.

What is the USP of your company?
We are a single window company for complete end-to-end product design solutions encompassing circuit design, RTL development, software design, and certification along with mechanical casing. Dexcel's core capability lies in designing systems on a programmable chip (FPGA) with in chip expertise (RTL level design) and out-of-the-chip design (board level) capabilities.

We have tie ups with premium silicon manufacturing companies (TI, Analog Devices, Actel, Atmel, Altera, Microchip, Intel). This gives us leverage in terms of getting right solutions to customers. Firstly, we get very good technical support from our premium partner companies. Secondly, we get pre-launch product information which is very vital as we can start designing future products by the time their silicon gets launched. Thirdly it adds to our credentials, as these premium silicon companies give testimony for our work.

We have been designing lots of products for defence segment where quality norms are very stringent. Our non defence customers also get benefited by this expertise and experiences as these get deployed in their products as well.

Another USP is that we have tied up with premium sub-contract manufacturers (EMS companies). Hence we are in a position to offer services from proto to fully functional tested certified end products.

What are the latest trends in design houses?
The latest trend in design houses is that today customers prefer a one stop solution for designs as well as production which is also the need of the hour. Customers have become more application savvy and knowledgeable as we see them now being more participative in every aspect of the product design. This benefits the product design as a whole as the quality of the product improves and is more close to the customers' needs.

Today with the availability of a plethora of good components having lot of inbuilt features along with good software support we are in a position to design products with futuristic ideas. Of course, we don't see too much disruptiveness as the frequency of launch of new products with killing applications has gone down reasonably. Technological advancements mean the same set of products get more advanced by integrating new ideas.

What is your turnover for the last financial year? What is target for this financial year?
As we are still a private limited company we can't divulge too much information but we are growing at quite a reasonable pace. The percentage growth for Dexcel on YOY is more than 30 per cent in turnover. This financial year we have a very ambitious target of growing by atleast 70 per cent.

What are the challenges to achieve the target of 70 per cent?
We have invested lots of time and money to develop few of our products. We have been talking to few of our customers on the sale of the same. We are hoping these orders will materialise this year and the production will also happen this year; with that we are sure to achieve our target.

We are also working on three more segments currently; defence, semiconductors and industrial. The revenues will be coming jointly from all these segments.

How do you compete with other Indian/MNC design houses?
Our policy is to retain our customers by giving them good design services and support. This helps us in keeping the customers captive. We would like to retain every single customer that we have acquired as acquiring and building a new customer takes a lot of time and energy. We also offer excellent pre sales and post sales support. In defence even before we get the orders, we start the design work as the paper work may take a long time.

What are your growth plans? Are you planning to increase your head-count in terms of design engineers? If yes, by what number or percentage?
We want to be a leading provider of technology, expertise and solutions for the converging world of information, security and communication. We are planning to expand our infrastructure to meet the growing requirements of our customers in the next 3 years. And also possibly double the head count in another 3-5 years.

Any plans to create your own brand of products or solutions?
Yes, we are in the process of creating our own brands. Some products have already been launched like our IP encryptor which is used for securing communication between two networks or stations. The other product is a high speed data acquisition and recorder system. In future we may bring revised versions and newer products.

Can you name some of your top customers?
We have signed confidentiality agreements with most of our customers and as such can't reveal their names in a public forum. However some of these customers are from the PSUs offering services to defence; then there are a couple of semiconductor chip manufacturing companies along with few customers in industrial segments.

In the next 5 years what are the prospective areas for design houses?
Dexcel feels security, defence, semiconductors and industrial automation are the most prospective areas for design houses.

--Jesus Milton Rousseau S.

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