Discussing electronics product designing, Subhendu S Satpathy from Mokkomotto, shares with EFY’s Nidhi Agarwal why they bet their future on GaN technology and how it has played out.
Q. What does your company do?
A. We started as three founders making versatile chargers for professionals. While working in our previous jobs, we realised the need for standardised chargers that could work with all devices. In 2020, our side project became serious when we received government funding, prompting us to quit our jobs and focus full-time on creating an all-in-one charger. Currently, we specialise in charger technology.
Q. What is the design idea behind your charger?
A. Initially, we aimed to launch a 100-watt charger but chose to develop the 65-watt charger after realising it better matched consumer needs. This insight came from customer interviews and our experiences using multiple devices. We identified a typical user profile—someone with a laptop, smartphone, and wearable—and determined that 65 watts could charge these devices simultaneously efficiently. Regulatory changes in the EU and the industry-wide shift to USB-C connectors confirmed the demand for a versatile charger. Our development process involved multiple PCB designs tested in our lab, utilising our expertise and Gallium Nitride (GaN) technology to create a product that met both consumer needs and industry standards.
Q. What new features does it have?
A. It boasts a high-power density of 16.6 watts per cubic inch, making it compact and efficient. A key feature is the embedded microcontroller that dynamically detects and prioritises the state of charge of connected devices, directing power to those that need it most for faster charging. Additionally, it offers superior thermal management, maintaining an average temperature of 50 degrees Celsius even after extended use. The charger also achieves an impressive average efficiency of 94.8% and a peak efficiency of 96%, making it one of the best in its class.
Q. What challenges did you face adding these features, and how did you overcome them?
A. Initially, our main challenge was defining the technical specifications like efficiency, thermals, and achieving a compact size. We lacked a product design expert, so we had to hire externally. Manufacturing also posed significant difficulties; transitioning from prototypes to large-scale production required us to shift from outsourcing PCBs to building a domestic manufacturing base in India. Collaborating with PCB manufacturers was essential to make our designs manufacturable. On the supply chain front, we established robust partnerships with major industry players like Renesas, which was crucial during the R&D and scaling phases. Understanding customer profiles and developing effective market entry strategies were also key. Through diligent ecosystem building and strategic collaborations, we overcome these challenges.
Q. Do you have your own manufacturing plant? How do you manufacture?
A. When creating a power converter, we manage manufacturing in stages, choosing manufacturers based on scale and specific needs. Initially, we lacked the volume for large manufacturers, so we started with a vendor in Gujarat for our PCBs and did assembly in-house. As we scaled, we partnered with a plant in Pune for component assembly, which now handles full product assembly. As the product developed, we moved to full-scale production with the Megha Embedded System and are considering more prominent manufacturers for future expansion. Each stage of development requires adapting our manufacturing approach to align with our current capabilities and production needs.
Q. Do you plan to set up your own SMT line?
A. Setting up our own SMT line requires specialised skills, and many experts in this field are already doing great work. Currently, we do not have plans to establish our own SMT line because contract manufacturers have been effective throughout our three-year journey. Instead, we would prefer to focus on in-house product assembly while leveraging contract manufacturing for fabrication. Our goal is to develop a highly integrated GaN chip in India, optimised for the specific power needs of Indian consumers. Given India’s focus on lower-power applications, we are more interested in designing and integrating these solutions rather than investing in our own SMT line.
Q. How many units have you sold? Can you share the revenue recorded?
A. We recently started generating revenue in the last quarter, beginning with a corporate order from Analog Devices through Macnica Cytech Pte Limited. So far, we have sold around 500 to 600 units. As we move into the second half of the year, a critical time for corporate events, we are seeing increased interest from companies wanting to give our Made-in-India GaN charger to customers and staff. We are also planning to reach consumers directly through various e-commerce platforms.
Q. What materials and components help keep it compact?
A. To achieve a compact size, we carefully select semiconductor components from at least two or three suppliers to ensure a resilient supply chain, avoiding reliance on a single source. This is crucial for maintaining steady production, especially in the fast-moving consumer electronics market. We also focus on designing the product for manufacturability and include effective heat dissipation techniques. Even with high efficiency, heat is inevitable, so proper thermal insulation and padding are key to our adapter’s design. This approach ensures reliability and compactness in our products.
Q. Can you explain the patented algorithm?
A. The patented algorithm enhances the energy efficiency of our chargers through intelligent power sharing (IPS). When you connect multiple devices, the charger identifies each one and checks their state of charge. For instance, if your laptop is at 50% and your phone is at 20%, the charger will prioritise power to the phone, allocating more power to it. The charger dynamically adjusts the power distribution, ensuring the device with the lower charge gets more power, optimising charging efficiency across all connected devices.
Q. How is the electronics involved in your chargers?
A. Electronics play a crucial role in the charger, starting with converting AC from the wall socket to DC using a GaN switch. This DC is then released to the required voltage for devices like laptops, phones, and wearables. The core of the charger is the PCB, where all the AC to DC conversion and intelligent power management occur, managed by a microprocessor on the PCB. The charger also features a well-designed enclosure, including a foldable plug, making it compact and easy to carry. The design integrates both electronics and mechanical elements to ensure functionality and user convenience.
Q. What challenges did you face designing a multi-device charger?
A. Designing a multi-device charger starts with understanding consumer needs and pricing expectations. Knowing what consumers want, how much they will pay, and how the product solves their problems is crucial. Educating users about the benefits of a single charger for multiple devices is critical. Focus on regulatory compliance, expert reviews, and meticulous financial planning to avoid costly mistakes. Proper mentorship and a clear understanding of consumer objectives are essential for creating a successful, cost-effective product.
Q. What are the benefits of using GaN instead of silicon in power adapters?
A. Power adapters used to vary by device due to different connectors. With standardised connectors, chargers are unified. GaN technology operates at high frequencies and reduces adapter size by minimising electromagnetic components. GaN adapters are smaller, more powerful, and more efficient, offering up to 95% efficiency compared to 80-85% in silicon ones. This leads to faster charging speeds and the ability to charge multiple devices with one compact adapter.
Q. What are the challenges in GaN design?
A. Significant challenges arise at the PCB level, particularly with noise-complaint routing and external noise prevention. As electronics become smaller, selecting the right components to meet size targets is critical. The PCB layout, component selection, and manufacturing must be meticulously planned. Issues such as parasitic inductance and thermal management are crucial, especially when using GaN, which remains cooler than traditional silicon and enhances thermal dissipation. Effective thermal management is essential in high-power applications, requiring expert design of high-frequency adapters or converters.
Q. How do you combine GaN devices with components like power adapters?
A. GaN technology is key in power converters, especially for consumer products like chargers and potentially portable inverters. We focus on integrating GaN into small-scale applications under 1 KVA, moving beyond traditional silicon-based systems. This shift is part of a broader trend towards GaN use in smaller electronic devices, from chargers to home power systems, reflecting its growing standardisation in the industry.
Q. How do you justify the higher cost of GaN devices in product design and marketing?
A. When designing a product, having control over the entire design IP is crucial. GaN devices may be 10-15% more expensive than silicon, but with your own design, you can optimise costs by adjusting other components. As GaN technology becomes more widely adopted, prices will naturally decrease, similar to what happened with BLDC motors in fans. The key advantage of owning your design IP is the ability to balance the cost and performance, making your product more competitive compared to pre-assembled alternatives, like those from China. This control allows for better optimisation and cost management in the final product.
Q. What challenges did you face in scaling GaN technology for mass production, and how did you overcome them?
A. Scaling GaN technology involves educating consumers on its benefits, such as charging multiple devices with a single, compact charger. Many people were unaware that one GaN charger with USB-C ports could handle phones, laptops, and wearables. We have run extensive campaigns to overcome hesitancy about using non-branded chargers, emphasising their interoperability and promoting the idea of one charger for all devices. Our strategy focuses on raising awareness and offering a comprehensive charging solution.
Q. How will GaN technology shape the future of mobile and device chargers?
A. GaN technology is set to transform the charger market. The global GaN charger market was $1.1 billion in 2023 and is expected to double by 2024 with a 19.9% annual growth rate. India, a major consumer electronics market, is seeing high demand for GaN chargers, projected to grow by 18% annually. The Indian government’s reduction of customs duties on electronics is boosting local production and exports. With strong demand for chargers, especially in growing markets like India, GaN technology is poised for significant growth.
Q. What emerging trends are there in GaN, and how should companies prepare to integrate them?
A. GaN technology has evolved from powering satellites with solar panels to being used in electric vehicles, and now, consumer electronics. Initially used in space for lightweight, efficient power converters, GaN is now vital in automotive and consumer markets. Research, particularly in Europe and the US, is pushing the boundaries of GaN, aiming for higher power densities and efficiency. With growing adoption in consumer electronics, there is a need to bridge the gap by offering advanced, smart charging solutions. As consumer adoption increases, costs will decrease, and demand will grow, making GaN a significant player across various industries.
Q. What are your future plans? In what resources are you planning to invest most?
A. Our focus evolves with each stage of development. Initially, we invested in R&D and equipment to create a strong product. Now, we are concentrating on manufacturing, inventory management, and scaling. Marketing has been key from the start, helping us understand consumer needs. We are currently gathering feedback for product refinement and expanding into the direct-to-consumer market while securing corporate orders. At each stage, R&D, manufacturing, and marketing take on different priorities to drive growth.
Q. What challenges are you facing in growing quickly, and how are you addressing them?
A. Growing quickly presents challenges, especially in reaching the right consumers who value our product. As we are in the early scaling stage, we are exploring various marketing channels to connect with these consumers, aiming for word-of-mouth growth. Being new in the market, we are testing unconventional approaches, which can be time-consuming but necessary. The key is not just higher capital investment but also faster experimentation and strategic execution. By staying agile and adapting quickly, we can optimise our efforts and achieve our growth goals.
Q. Are you seeking new partners or vendors? What criteria do you use to select them?
A. We are exploring distribution options, but as a new entrant, it is challenging to gain immediate traction. Success in the corporate market helps attract interest from potential partners. Right now, we are focusing on online platforms like Amazon, where our chargers will be available next month, rather than larger retailers like Croma or Reliance Digital, which may not engage with a company in the early scaling stage. We are also planning strategic offline channels to reach our target consumers. At each stage, it is crucial to choose the right channels and partners who align with our growth strategy.
