In an interview with TimesTech, Sharad Bairathi, Managing Partner and CEO of Embitel Technologies, shared insights into the company’s pioneering GCC Plus model, software-led mobility vision, and innovations in EV, IoT, and digital commerce. From powering ADAS and platform software for Volkswagen Group to building MACH-compliant, AI-driven experiences for Indian brands, Embitel is scaling fast toward Vision 2030 with 4,000 engineers shaping tomorrow’s digital ecosystems.
Read the full interview here:
TimesTech: Embitel is pioneering the GCC Plus model in India. How does this dual focus, serving Volkswagen Group and third-party clients, give you a strategic edge?
Sharad: At Embitel, our journey began in 2006 with a clear belief that vehicles would increasingly be defined by software. Today, with nearly two decades of experience, we operate at the convergence of captive capability and services innovation, serving both the Volkswagen Group and a growing portfolio of third-party clients across the automotive and digital sectors.
We call this approach the GCC Plus model. As a wholly owned subsidiary of the Volkswagen Group, we work closely with its brands, including our dedicated CARIAD India unit. At the same time, we function as an independent and entrepreneurial organization, guided by our own growth objectives.
We feel this dual focus is our core strength. Within the Group, we contribute to critical areas such as software-defined vehicles, ADAS, Data and AI, platform software, diagnostics, and energy systems. Alongside, we partner with OEMs, Tier 1 suppliers, and digital-first businesses to build complete software organizations, taking full ownership of engineering delivery rather than acting as a staffing vendor.
For example, our work on digital cockpit systems and high-voltage energy management platforms has enabled us to create engineering assets and IP that are now applied across multiple client environments.
From talent development point of view, we focus on building talent depth, not just managing cost, and deliver production-ready solutions that meet global standards including ASPICE CL2, TISAX AL2, EMI/EMC compliance, and functional safety.
The GCC Plus model has allowed us to build a balanced portfolio and maintain flexibility in a dynamic market. Our long-term engagement with the Volkswagen Group keeps us aligned with the latest in automotive software, while our external work ensures we remain agile and responsive to emerging opportunities. This integrated model positions Embitel as a trusted partner within the Group and a capable engineering leader in the wider ecosystem.
TimesTech: Through CARIAD India, how is Embitel contributing to technologies like ADAS, platform software, and diagnostics within the Volkswagen ecosystem?
Sharad: Since 2020, our team has been working in close collaboration with CARIAD on a range of software development projects.
In platform software, we support the development of the Scalable Vehicle Compute Platform (SVCP), which enables functions such as communication interfaces and power management in electric vehicles.
For ADAS and automated driving, we began with the Driver Reflection Module and later formed a dedicated team in 2022. Today the team focuses on modules related to behaviour software, map localization, sensor input, and safety functions.
Our diagnostics efforts are led by a team working on bootloader, security, and diagnostic software for power electronics. We are also establishing a new team to support high-voltage energy management systems for upcoming vehicle platforms.
Operating as CARIAD India under a licensing agreement, Embitel continues to work closely with CARIAD teams globally to support the Volkswagen Group’s long-term software roadmap.
TimesTech: In digital commerce, how do your MACH-compliant solutions and AR/AI-driven features help brands like Bajaj Finserv and PC Chandra stay competitive?
Sharad: Helping brands keep pace with fast-changing consumer expectations requires more than a digital facelift. It demands a future-ready foundation built on flexibility, speed, and intelligent customer experiences. Through our MACH-compliant architecture and AI/AR-powered innovations, we’ve enabled both legacy brands like PC Chandra Jewellers and dynamic enterprises like Bajaj Finserv to stay agile and customer-first.
For PC Chandra Jewellers, a leading Indian heritage brand, we delivered a MACH-compliant Shopify solution that combined robust commerce infrastructure with immersive user experiences. The solution included:
- A custom-built Shopify app using an API-first, microservices-aligned approach to integrate QwikCliver’s gift card service, extending native platform capabilities while maintaining performance and flexibility
- An AR-based virtual try-on feature that allowed customers to visualise rings, necklaces, and earrings in real time, bridging the touch-and-feel gap and boosting buyer confidence in high-involvement purchases
- An AI-powered WhatsApp chatbot for real-time support and conversational commerce
- Smart recommendations powered by AI to drive personalised product discovery and engagement
- UX enhancements including a sleek storefront, custom sections, 3D visuals, a pin code checker, and several other features that led to improved conversions and a seamless buying experience
This solution struck the right balance between Shopify’s commerce backbone and modular innovation, delivering agility, modern customer experiences, and a strong competitive edge.
For Bajaj Finserv, a fast-paced financial services brand, speed and scalability were critical. We used MACH-compliant principles, i.e., Microservices, API-first, Cloud-native, and Headless to break down large, complex systems into flexible building blocks. This allowed us to rearchitect their Adobe Experience Manager (AEM) stack into a modular, headless setup, empowering internal teams to:
- Launch campaigns and update content quickly without backend bottlenecks
- Seamlessly integrate content, product, and marketing systems via APIs, enabling a consistent and high-performing digital presence across channels
- Rapidly respond to changing customer expectations in a highly competitive market
We’ve also applied similar MACH-aligned AEM solutions for global enterprises such as a leading power tools manufacturer enabling localized content delivery, streamlined product data flows, and improved backend efficiency across markets.
Across industries, demand for AI and AR-driven features continues to rise. Whether it’s smart customer support, personalised recommendations, or immersive product discovery, these technologies are helping brands create more engaging, meaningful, and differentiated digital experiences.
By combining the agility of MACH with the intelligence of AI and AR, we empower brands like PC Chandra and Bajaj Finserv to innovate without disruption and build future-ready digital ecosystems.
TimesTech: Under Vision 2030, you aim to scale to 4,000 engineers. What are the key growth areas driving this expansion across EVs, IoT, and AI platforms?
Sharad: In the EV space, we’re building complete capabilities in energy management, charging systems, and especially in ADAS which will be the differentiator for most vehicle brands in the coming years. Today, over 300 engineers at Embitel are dedicated to building the ADAS stack for leading OEMs, and that work is poised to power millions of vehicles globally. Very few companies in India are doing this at the depth and scale we are.
On the AI and IoT front, we’re not just following trends, we’re shaping them. We’ve delivered solutions ranging from solar panel controllers to micro wind turbine interfaces and are investing in smart platforms for industrial and automotive applications. These are not off-the-shelf projects; they involve building new ventures for our clients from scratch. Crucially, we’re not scaling for the sake of scale. Every hire is strategic, tied to solution ownership, not staff augmentation. That’s the essence of our talent arbitrage approach; we build capabilities, not workbenches.
TimesTech: Can you highlight Embitel’s innovation in EV systems like BMS, VCUs, and traction inverters, and your use of ISO-compliant model-based engineering?
Sharad: Embitel is leading the innovation in key EV systems including Battery Management Systems (BMS), Vehicle Control Units (VCUs), and traction inverters, all in accordance with ISO-compliant model-based engineering disciplines.
In BMS development, we extend beyond fundamental monitoring. Our platforms enable cell-level monitoring, state-of-health estimation, and sophisticated fault diagnostics. With digital twin principles and adaptive algorithms combined, we optimize thermal management and safety in numerous EV architectures. Integrated safety features and cybersecurity capabilities provide secure, reliable energy management for next-generation EVs.
For VCUs, modularity and speed are our priorities. We have developed a configurable software foundation that serves as an accelerator for quick customization according to OEM needs. Our VCU solutions integrate powertrain, braking, and drive modes with ease, fulfilling all the safety and diagnostic requirements. Pre-configured and fully customizable VCU solutions – we provide both, depending on the unique business requirements of the customer.
In traction inverter and motor control units, we have created platforms for BLDC, PMSM, SRM, and induction motors. Their salient features include Field-Oriented Control, regenerative braking, and field weakening. We also cater to both 3-phase and 6-phase systems with different voltage ratings to boost EV performance.
Our ISO 26262-certified model-based engineering process leverages tools such as MATLAB/Simulink to simulate, validate, and create code from initial design phases. This helps provide traceability, safety, and efficiency across the lifecycle of the development process.
TimesTech: As cars become software-defined, how is Embitel enabling intelligent mobility through data, AI, and cloud integration?
Sharad: As cars become software-defined, Embitel powers intelligent mobility by weaving cloud, data, and AI into every stage of the vehicle lifecycle. Cloud infrastructure links vehicles with OEMs, enabling over-the-air (OTA) updates and hosting cloud-native applications that keep software fresh and services agile. Our cloud engineers build the back-end that monitors diagnostics, delivers digital features, and securely ships firmware through OTA channels while orchestrating multiple ECUs, controlling campaigns, and meeting Uptane security standards.
At the same time, IoT back ends handle real-time telematics ingestion and send remote commands, creating a seamless data flow between the car and the cloud. We design consumer apps that allow owners to manage charging, run diagnostics, and control functions from their phones, and we provide dashboards for dealers and fleet managers. These tools deepen the user experience, extend service revenue, and unlock new business models for OEMs.
Our engineering teams provide data driven solutions by gathering data from vehicle ECUs. These solutions can effectively track both driver & vehicle performance on each trip. These data lakes effectively help us identify and understand the requirements to develop next-gen digital cockpits.
Additionally, curated data streams feed ADAS features with annotated ground truth, ensuring algorithms learn safely and accurately.
On the AI front, our specialists work on sensor fusion solutions, object tracking, automated validation of driver-monitoring systems, and voice-plus-gesture interfaces, sharpening safety and convenience.
