As India becomes a probable manufacturing location, a new strategy for regulatory compliance in electronics becomes more pertinent. But what about the complexities of product certification? Ravindra Kumar Shivaraju from TÜV SÜD South Asia tells how they are helping manufacturers to EFY’s Yashasvini Razdan at the India Electronics Week 2025.
Q. TÜV SÜD is investing €15 million in India—what is it primarily for?
A. The investment is mainly for infrastructure expansion. We have recently built a facility for mechanical, electromagnetic compatibility, wireless, and medical safety testing, among others. This is part of our state-of-the-art infrastructure aimed at supporting the rapid evolution in regulations and product requirements.
Q. Could you elaborate on the existing infrastructure that TÜV SÜD has in India?
A. We have a strong presence across India, with 23 offices nationwide. We are not limited to tier-one cities; we also operate in tier-two and tier-three cities, wherever there is a demand from customers.
However, when it comes to electronics testing infrastructure, our major laboratory facility is currently located in Bengaluru. It is equipped to handle a wide range of product testing requirements. Customers often book our labs for extended durations to work on their designs and ensure that they meet all compliance standards. We do have plans to expand our testing capabilities to other regions, starting with the National Capital Region (NCR).
Q. What are the challenges TÜV SÜD specifically helps address in the electronics manufacturing process?
A. One major challenge is the verification and evaluation during the development stages. We involve ourselves early in the development cycle. Our labs are used by customers for pre-compliance assessments—not just for final certification, but during the product development process. This ensures that we identify and resolve issues before the product reaches the market launch stage.
Our engineers collaborate directly with the production teams to ensure that the product being manufactured maintains the same components and design as the one tested. As long as our logo is on the product, we continue to audit and inspect the production facilities.
So, for instance, if Foxconn manufactures a TÜV SÜD-certified product in Taiwan, our Taiwan-based engineers inspect the facility. If Foxconn shifts the same product’s manufacturing to India, then our Indian engineers will perform the inspection, ensuring consistency in design, printed circuit board (PCB), and components.
Q. What kind of compliance challenges do electronics manufacturers face today?
A. One major challenge is the lack of awareness among manufacturers about compliance requirements during the design phase. Many focus only on the product’s functional aspects and not on compliance. Designing for functionality and designing for compliance are two different things.
Also, compliance requirements vary by country. So, when a manufacturer wants to launch a product globally, it must be designed with each region’s regulations in mind. If these are not factored in early, redesign becomes inevitable, which costs time and money. Therefore, designing the product per regional regulations from the outset is essential for efficient market entry.
Q. How is TÜV SÜD different from any other testing company in India?
A. What sets TÜV SÜD apart is our emphasis on understanding requirements and markets before we begin testing. For example, even if we have to test a monitor, the application matters—is it going into a medical device or being used as a general display? The standards vary based on use.
We aim to understand the entire system and offer hand-holding support from day one, not just at the final stage of product development. Our facilities operate 24 hours a day, with experts available around the clock to support customers with certification and market access.
We have a presence in almost 1000 locations globally, so we can support customers who are exporting to different markets, helping them reach the market on time.
Q. Who are your target customers in the electronics domain?
A. We cater to a broad range of customers. At the top of the chain are the design houses and original equipment manufacturers (OEMs) who initiate the product development process. They are our primary customers since they are involved from scratch.
We have companies involved in importing, distributing, or marketing electronic products in India. These could be dealers, distributors, or even startups. Many of them need assistance in obtaining the necessary certifications and approvals. We support them in ensuring that their products meet Indian regulatory norms before they go to market.
Q. Among all these, which industry segments form your primary customer base in India?
A. The majority of our customers are in the consumer electronics segment. This includes designers and manufacturers of products such as mobile devices, laptops, and fitness wearables, many of which are aimed at both Indian and international markets.
The second largest segment is medical and laboratory equipment. The pandemic highlighted the gaps in medical device availability, prompting many Indian companies to focus on local design and manufacturing.
The third significant segment is automotive electronics, where we assist companies in aligning their products with intricate regulatory and OEM-specific requirements.
Q. What is TÜV SÜD’s objective in participating in India Electronics Week (IEW) 2025?
A. At India Electronics Week, we are showcasing TÜV SÜD’s capabilities in product testing and certification, particularly our work in India. We have invested in state-of-the-art test facilities offering services such as EMC, wireless hybrid testing, electrical safety, mechanical testing, and more. Our goal is to support the local design and development ecosystem across medical, IVD, automotive electronics, and consumer products, serving both domestic and global markets. This event allows us to connect with key stakeholders such as design engineers, system integrators, and research and development organisations who drive the electronics product lifecycle.
Q. Here, what kind of customers are you looking to engage with, and what partnerships are you hoping to build?
A. I have been here since morning, and I must say the turnout has been impressive—even at 9 a.m., which is not typical. We have seen many visitors to our booth. I have interacted with large companies, startups, and even PhD scholars and postgraduate students who are working on product development and are keen to understand the compliance requirements.
This shows us that compliance is no longer an afterthought—it is part of the design process. We are happy to engage with this wide spectrum of people.
Q. Are there any other channels through which you reach your target customers?
A. We have a strong digital marketing presence. Our team uses social media and online platforms to reach out to designers, manufacturers, and importers. We also conduct webinars and knowledge-sharing sessions with global experts to address specific subjects and compliance updates.
Another major outreach strategy is inviting potential clients to visit our facilities. Our Bengaluru lab is one of the most advanced in the country, and we often bring in customers, engineers, and designers to experience it firsthand. These visits not only build trust but also serve as a powerful marketing tool.
Q. At what stage of the product lifecycle does TÜV SÜD usually engage with its customers?
A. Traditionally, we used to come into the picture towards the end of the product lifecycle—during compliance testing. But now, with increased awareness, we engage much earlier, even during the concept and design stages. This helps our customers align their product development with market-specific compliance needs from the start.
We work closely with designers to advise them on layout, frequency considerations, and other technical aspects to avoid costly redesigns later. This early involvement ensures that the product passes compliance testing in the first go, saving both time and effort.
Q. Do you see TÜV SÜD expanding into the semiconductor segment, given the government’s focus on it?
A. At this moment, we are still assessing the market. The government is indeed providing many incentives to boost the semiconductor industry. Currently, much of the semiconductor manufacturing is concentrated in China and Taiwan. If a product is developed in India but the components still need to be sourced externally, it adds to the delay.
The government’s push is to build local capacity to reduce time-to-market. TÜV SÜD already supports semiconductor product qualification. We have laboratories in locations such as Gurugram and Bengaluru where we test for hazardous substances in components. While our current role is in quality management systems, we are closely monitoring the industry to see how it evolves. We are definitely open to expansion in this space.
Q. Are there any upcoming initiatives or tie-ups with startups or MSMEs, or are you mainly catering to the large manufacturers?
A. We are very much open to working with startups and incubators. In fact, we prefer engaging with innovators because that includes startups. Even if it is a 5×5 module or a long-term evolution (LTE) module, they still need to meet specific regulatory requirements before being integrated into a product. We address these requirements module by module, well in advance, so that product developers are compliant early in the design stage. We are already collaborating with many of these MSMEs (micro, small, and medium enterprises) and startups, and are open to more incubators approaching us. We understand the challenges that startups face and are committed to supporting them in every aspect of bringing a product to market.
Q. Many incubators now house fabless startups focused on chip or module design rather than manufacturing. Are you equipped to support these early-stage innovators?
A. Absolutely. These startups may be designing for the supply chain of larger manufacturers, and for that, they need certifications, whether it is ISO 9001, ISO 14001, or others. TÜV SÜD can support them with these certifications and ensure they are well-prepared before scaling up.
Q. Do you have a separate channel or initiative to educate students and early-stage designers about compliance and standards?
A. Yes, we do. As part of our regular activities, we conduct complimentary webinars focused on specific topics, standards, or regulations. These are open to educators, students, and startups. Most of our sector-specific seminars are tailored for specific customer groups.
These educational efforts help students and startups understand the product development lifecycle and its compliance requirements.
Q. What are TÜV SÜD’s future plans for India?
A. India is an incredibly dynamic market. TÜV SÜD has been present here for over 30 years. We are constantly upgrading our services and infrastructure. We are now looking to expand our offerings in the communication sector and are already investing in high-quality services, especially for emerging sectors like electric vehicle (EV) chargers.
We are also exploring growth beyond the southern region to other parts of India. Expansion and investment are inevitable because we want to be prepared before standards are enforced. We aim to be ready with the right solutions for our customers.
