Zebra differentiates itself by integrating cutting-edge AI, machine vision, IoT, and a deep understanding of the frontline needs of enterprises. In an exclusive conversation with CXO Media & APAC Media, Subramaniam Thiruppathi, Director ISC, Zebra Technologies, reaffirmed the company’s commitment to India’s emerging markets by introducing new AI-driven solutions for the connected frontline.
To begin with, could you share an overview of Zebra Technologies’ current portfolio and any recent updates in products, solutions, or services relevant to India and the South Asia region?
Zebra Technologies offers a diverse range of track and trace solutions across industries such as manufacturing, transport and logistics, retail, amongst other. Our current portfolio includes rugged mobile computers, barcode scanners and a variety of printers. As leaders in RFID solutions, we supply readers, tags and environmental sensors vital for achieving robust supply chain visibility. Additionally, our machine vision and fixed industrial scanning products, like Aurora Vision Studio and the FS80 fixed scanner, are designed to support high-speed package sorting, automated inspection and AI-powered label verification.Â
On the software front, our products are integrated with AI and include Workcloud Solutions for effective workforce management and inventory planning as well as Zebra DNA device software to boost productivity.
Zebra is committed to innovation and collaboration to deliver the best technology solutions. Our partnerships with Google Cloud, Android and Qualcomm Technologies have enabled enterprises to enhance customer experiences and improve employee productivity with insights powered by generative AI. Additionally, our R&D center in Bangalore has grown significantly, driving innovations, particularly in AI, to enhance tracking and tracing operations across various industries.Â
How large will be the AIDC solutions market in India and what will be your market share?
According to IMARC, the global AIDC market reached USD 63.2 billion in 2024, with technologies like barcode scanners, RFID systems, and handheld devices leading the way. In India, the AIDC market is rapidly expanding due to the growing need for efficient data collection and inventory management across industries. AIDC technologies are essential for tracking assets, managing inventory, and enhancing supply chain visibility, particularly in logistics, retail, and manufacturing sectors. As Indian businesses increasingly digitise and streamline operations, the AIDC market is poised for significant growth.
Quick commerce is driving substantial growth in India’s AIDC segment, with a projected market size of $5.5 billion by 2025. This shift in shopping behaviour is spurring innovations in supply chain and logistics technologies, ensuring faster deliveries, efficient inventory management, and scalable operations.
Additionally, government initiatives like Digital India and Make in India create a favourable environment for adopting advanced technologies, supporting the automation of supply chains and logistics, and enabling businesses to scale effectively.
Zebra is well-positioned to capture a substantial portion of the Indian AIDC market. Our strategic focus on innovation and tailored solutions for local businesses ensures that we are a key player in India’s digital transformation journey, enhancing our presence and influence in the sector.
Which are the verticals where you are witnessing maximum traction and what are their use cases?
Retail remains a core growth area for Zebra Technologies in India, focusing on enhancing customer experiences and frontline efficiency. With RFID and intelligent automation at the forefront, Zebra supports 90% of India’s top retailers in reducing stockouts, improving asset visibility, and efficiently managing inventory in an increasingly e-commerce-driven environment.
In the manufacturing sector, particularly within the EMS (Electronics Manufacturing Services) space, Zebra collaborates with 80% of India’s leading players. Our real-time, IoT-enabled solutions streamline operations, minimise inventory errors, and enable smarter production floors.
In logistics, where timing and visibility are crucial, Zebra partners with major providers to offer real-time tracking across the supply chain, ensuring seamless operations and enhanced efficiency.
What are the key components of your current Go-To-Market (GTM) strategy, and what strategic initiatives are being prioritised to drive growth?
Our Go-To-Market (GTM) strategy centres on deepening ecosystem engagement, accelerating innovation, and expanding market impact. At the India Warehousing Show 2025 (June 26–28, New Delhi), we’ll showcase Zebra’s latest advancements in intelligent automation, asset visibility, and solutions for the connected frontline.
In April 2025, we strengthened our channel partnerships during a Partner Summit in Jaipur, introducing AI-driven tools tailored for retail, logistics, healthcare, and government sectors. Our technology alliances with Qualcomm and Google Cloud are integral to this strategy, leveraging device-based generative AI on Zebra’s mobile computers powered by Qualcomm chips and Android to reduce frontline cognitive load and enhance real-time insights.
Our strategic acquisition of Photoneo in March 2025, which expands our 3D machine vision capabilities, further enriches our portfolio for manufacturing, logistics, and retail. These initiatives collectively reinforce our GTM pillars—partner enablement, technology innovation, and strategic mergers and acquisitions—to drive growth across India and beyond.
Through these efforts, Zebra Technologies is committed to enhancing our market presence and delivering exceptional value to our customers, positioning us for continued success in the evolving landscape of AIDC solutions.
How is Zebra Technologies’ partner ecosystem structured in India and South Asia, and what role does it play in scaling your operations and customer outreach?
 Zebra’s partner ecosystem in India and South Asia is structured to drive industry-specific solutions and enhance partner profitability through the PartnerFirst program. This approach emphasizes local R&D and vertical integration, ensuring that solutions are tailored to the unique needs of the region.
At the recent India Partner Summit, Zebra reaffirmed its commitment to India’s emerging markets by introducing new AI-driven solutions for the connected frontline. These innovations empower partners to explore new opportunities across various sectors, contributing to the growth of India’s connected economy.
Enhancing our partner ecosystem is vital to Zebra’s growth strategy. Recently, we convened all our partners in Sri Lanka for an intensive program focused on knowledge sharing, collaboration, and equipping participants with insights into upcoming technological advancements.
Zebra is also expanding its Partner Network strategically within India, focusing on emerging business hubs and growing commercial centres. This expansion enables partners to deliver solutions that address the evolving demands of businesses in these markets, improving asset visibility and operational efficiency.
Through these initiatives, Zebra and its partners are building the future of India’s connected economy, ensuring scalable operations and effective customer outreach across the region.
Zebra operates in a competitive technology and automation landscape. How do you differentiate your offerings from players and regional competitors?
Zebra differentiates itself by integrating cutting-edge AI, machine vision, IoT, and a deep understanding of frontline needs. At Google Cloud Next 2024, we introduced on-device generative AI—powered by Qualcomm chips and Android—allowing the connected frontline to access SOPs and context-aware guidance directly from handheld devices. In the APAC region, 81% of warehouse leaders believe augmenting workers with technology is the best path to automation, and Zebra leads this with rugged Android devices like the MC9300 that accelerate adoption.
Our 2024 Manufacturing Vision Study revealed that only 16% of manufacturers have real-time visibility. Zebra addresses this challenge with an integrated platform of RFID, mobile computers, wearable tech, and machine vision to close the gap effectively. By concentrating on the connected frontline, asset visibility, and intelligent automation, Zebra delivers a suite designed not just to detect data but to enable better decision-making—faster, smarter, and at the edge of operations.
Moreover, our customer-centric approach ensures that solutions are tailored to meet specific industry needs, setting us apart from regional competitors and providing unique value in the technology and automation landscape.
Could you tell us about any recent or upcoming innovations, product launches, or service expansions that reflect your evolving business strategy in this market?
Our India strategy centres on delivering real-world impact through connected frontline innovation. Recently, Maharashtra and UP Police adopted our 3D forensic mapping solution—developed in Bangalore—to scan and recreate crime scenes with precision, enhancing evidence integrity and courtroom clarity. Maharashtra’s rollout of mobile forensic vans incorporates our crime-scene app with secure barcode tagging, bringing lab-grade tools to the field.
Our ongoing collaboration with Qualcomm and Google Cloud has enabled on-device generative AI in rugged handhelds, allowing the connected frontline to access SOPs and insights instantly. Additionally, following our Photoneo acquisition, we’ve integrated 3D machine vision to automate tasks like bin-picking across logistics and manufacturing.
These innovations—spanning connected frontline tools, asset visibility, and intelligent automation—demonstrate our commitment to India’s dynamic needs and evolving landscape. Looking ahead, we continue to explore new opportunities to expand our solutions and further align with India’s growth trajectory.
From your perspective, what broader industry trends are influencing Zebra’s strategic direction in India and what opportunities are you looking to tap into over the next 12–18 months?
Zebra’s strategic direction in India is closely aligned with the country’s evolving industrial landscape. The surge in manufacturing—particularly in electronics, automotive, and pharmaceuticals—presents significant opportunities. We are deepening our focus on EMS (Electronics Manufacturing Services), targeting key regions like South India, Gujarat, and Delhi, where global tech companies are expanding. Our new Noida office, strategically located in a major industrial hub, enhances our ability to collaborate closely with customers and partners.
Simultaneously, the retail sector is undergoing rapid transformation. As AI and automation reshape the industry, Zebra is empowering businesses to enhance efficiency and personalisation by equipping connected frontline workers with AI-driven tools and real-time asset visibility.
Over the next 12–18 months, we will continue investing in technologies and partnerships that support digital transformation, operational excellence, and workforce empowerment. By doing so, Zebra aims to ensure that our customers remain agile and competitive in a rapidly changing market, tapping into emerging trends that drive growth and innovation across industries.
