Zebra gears up to support India’s growing manufacturing sector with AI: Subramaniam Thirupati

Generative Artificial Intelligence (AI) is set to transform the manufacturing industry by unlocking new ways to process and utilise data. US-headquartered tech solutions provider Zebra Technologies, with over 50 years of expertise in data collection through barcodes and Radio Frequency Identification (RFID), has been deeply involved in manufacturing.

In a conversation with TechCircle, Subramaniam Thirupati, Director at Zebra India and APAC, discussed how Gen AI is reshaping manufacturing, and how Zebra is leveraging advanced data-driven solutions for tasks like defect detection, quality control, and work-in-progress automation. Edited Excerpts:  
 
What are your thoughts on the future of generative AI and its direction across industries? 

AI has been around for many years, but what's new is how people are using data. For instance, Zebra Technologies has been collecting and organising data for over 50 years, naming non-living things through methods like barcodes or RFID. This has been our core business. 

Now, with the vast amounts of data available on the internet, people are discovering innovative ways to use it to answer complex questions. Generative AI, powered by large language models, is advancing rapidly. Companies are also exploring smaller, focused language models designed for specific purposes. These models allow organisations to narrow their searches and leverage internal data more effectively. 

At Zebra, we’re already using generative AI within our own operations. For example, our scripts help sales teams by tapping into our internal database to generate targeted presentations, emails, and other materials for specific industries like pharmaceuticals. The potential for AI is immense, and I believe its evolution will shape the future. 
 
How does your company perceive the current landscape of India’s manufacturing sector, and what strategic importance does it hold for your business? 

India, currently at about 13-15% of GDP from manufacturing, is projected to reach 30% by 2029—doubling its current contribution. For Zebra, manufacturing is the largest vertical, with booming sectors like electronics, automotive, and pharmaceuticals, including APL plants. By 2027, India is set to become the world’s largest exporter in these industries. 

India is also on track to become the third-largest global economy within a year or two, driven by its manufacturing surge. Comparing it to China’s growth trajectory, India today resembles the early 2000s China, with cities like Shanghai, Beijing, and Guangzhou in the late 90s. The next 10-15 years will be pivotal for India’s growth story.  
 
How is your company aligning with India’s national goals, such as GDP contributions, and what steps are you taking to support these objectives? 

India's growth story owes much to key sectors like manufacturing, transport, and logistics, where our large partners have played a pivotal role. Zebra has been at the forefront of this journey, bringing transformative technologies to the country. Since our entry in the early '90s, we've introduced barcoding, RFID, and wireless technologies, and were among the first, alongside Cisco, to roll out Wi-Fi in India. Today, we're prepared for an even larger wave of growth. 

Manufacturing is booming across states and union territories, far beyond the traditional hubs. We’re expanding our presence in regions like the east and north, while Chennai has emerged as a major center for electronics and automotive production. For instance, the auto ancillary sector generated $5–$6 billion last year, with significant growth expected by 2025, especially in electronics manufacturing services (EMS). Major global and domestic EMS players, including those in Noida, are driving this growth with large-scale facilities.  

Government digitisation is another major focus. Initiatives like police modernisation are creating opportunities for technologies like digital evidence recorders and traffic automation. Beyond law enforcement, sectors like excise, defense, and navy modernisation are expanding rapidly, making government our second-fastest-growing vertical. 

India's infrastructure development requires massive investment, and modernisation is underway across ports, airports, and roadways. Zebra has contributed to these efforts, bringing global best practices to projects with private and government players. Companies like Blue Dart are pivotal for first- and last-mile delivery, essential for supporting manufacturing growth. With advancements in port and airport modernisation, transport and logistics stand as our third-fastest-growing vertical. 

As the Indian middle class grows, retail is set to thrive. The sector is currently valued at $1.2 trillion, with about 18–20% accounted for by modern retail. Traditional Kirana stores are also undergoing a tech transformation, driven by quick-commerce players like Zepto and Big Basket. These stores are adopting technology to compete in the fast-paced, last-mile delivery landscape. In the next 2–3 years, we expect significant consolidation and evolution in retail, potentially outpacing global trends. 

Zebra plays a crucial role in these verticals. In manufacturing, we help automate processes, track raw materials, and streamline supply chains. For logistics, we enhance efficiency from production to delivery. And as the government embraces technology, we see exponential growth in this sector. 
 
When it comes to partnerships, you recently collaborated with Qualcomm. How do these partnerships strengthen your product offerings, and what benefits do they bring to your clients in India? 

Zebra has a strong presence in India, with its second-largest development center located in Bengaluru. This 250,000 square-foot engineering R&D hub, opened last year, is home to over 1,100 team members. Additionally, we operate a software development center in Pune. Together, these centers drive technological innovation and forge partnerships to deliver impactful solutions for our customers. 

Our collaborations span key industries: we work with leading telecom providers on 4G, 5G, and private 5G adoption, partner with top retailers, and engage with global and local chip manufacturers. In India, we focus heavily on technology design and have established relationships with key verticals to develop India-centric products and solutions.

Aligned with the "Make in India" initiative, we’ve expanded our workforce and continue to invest in the region. We're also exploring new markets and alternate channels, including partnerships with top system integrators, to further enhance our impact in the Indian market. 
 
As we step into the new year, what emerging trends in industrial automation or AI do you see shaping India’s manufacturing sector? 

India's manufacturing sector is poised for rapid growth, and Zebra is ready to support it, particularly in deep learning, machine vision, and machine learning. Our Aurora software, a leading solution for manufacturing, excels in tasks like defect detection. For instance, in the automobile or TV panel industries, our cameras can quickly identify cracks in screens, qualifying or disqualifying products at high speeds. Aurora combines advanced software and hardware, developed by Matrox, a part of Zebra, making us a top provider in this space. 

Our solutions cater to a wide range of manufacturing needs, from inspecting finished goods to detecting defects across industries. Previously, Zebra operated on the sidelines, but now, with our fixed industrial scanning and tablet portfolio, we’re deeply embedded in factories. We streamline and automate processes, reducing reliance on manual labour. 

For example, quality checks that once relied on pen and paper are now digitised with Zebra tablets that connect directly to systems like SAP in real time. Similarly, we’ve introduced wear call tags for assembly lines. Instead of physically requesting materials from distant warehouses, workers can simply tap a tag to send orders directly, improving efficiency. 

We also focus on work-in-progress (WIP) automation, tracking shifts, batches, and worker efficiency to optimize production. Zebra’s presence has shifted from the periphery to the heart of the shop floor, driving operational improvements. 

India represents one of Zebra’s most exciting and fastest-growing markets, and our leadership sees immense potential for further growth in the region.