When one thinks of CAD/CAM, Delcam is the first name that comes to mind. The Birmingham-based company, which is now part of the renowned Autodesk group, has been developing CAD/CAM software for the past 4 odd decades. It is probably the only CAD/CAM company that also develops inspection software and have been pioneers in this sector. The company has a strong presence in India where it has carved a niche for itself by proving themselves over and over again by offering a strong product line with a support system to match its worth. In a tete-a-tete with Bhalchandra Chorghade, Editor, CNCTimes.com, the Managing Director of Delcam India, Mr Vineet Seth, shares the company’s growth, its presence in India and its vision. The excerpts:

What products are Delcam launching during IMTEX?

At IMTEX this year, we are launching latest versions of our extremely successful and flagship product, PowerMILL, alongwith the other Advanced Manufacturing products – PowerSHAPE & FeatureCAM. PowerMILL’s 2015 version has major enhancements to its high-speed machining and multi-axis machining functions, besides enhancements to toolpath calculation speeds and its powerful toolpath editing options. Also included are improved collision checking to cover near misses, and more efficient raster finishing. Improvements to direct modelling options, surface modelling and reverse engineering, plus support for data from Creaform HandySCAN handheld scanners are now done for PowerSHAPE Pro. There are also a range of enhancements in three-axis milling, two-axis and five-axis drilling, turning and turn-mill, and wire EDM in FeatureCAM.

How are the new releases different from the earlier versions? 

In my opinion, development or advancement in any product is a continuous process and a work-in-progress situation at all times. When one buys software, it will be productive, over a length of time, only if it is updated regularly so as to get the latest advancements. On an average, we upgrade our software once every year and sometimes even up to three releases in two years. We also update patches to overcome any minor bugs, while keeping the maintenance cost at a near constant. We also offer customised solutions on top of our standard products, thereby providing our customers a larger breadth of offering to meet their varying needs. The new releases also take into account the ‘wishes’ of our customers, which are prioritised on multiple factors, within our internal collaboration management tool.

What are your expectations from IMTEX?

IMTEX is a platform to meet people from the industry and exchange ideas. It provides us with an opportunity to meet with our present and old associates and discuss technology and the changes in it. Of course, generating leads for our sales team is also a key expectation, and we intend to make the most of the event for this purpose.

Does the Indian market adapt to changes in technology? What are your experiences?

Change is inevitable. Everyone wants a change. It is just that we should focus on improving our offerings and if they are the best option available (which they will be!), then the market will welcome it with open arms. Our experience has shown that perceiving a change and gently introducing suitable changes in the product helps users receive it well. This will also help in providing enough time to the developers to iron out any wrinkles. Of course this will be only possible if you are ahead of the game, and this requires attention to details. The Indian market is quite resilient, and it is this quality that has carried us through some of the worst economic phases in the recent past.

Going forward, how will this market be driven?

Everyone wants the best of everything. Of course, there will always be trade-offs, and this is a reality that we all come to terms with eventually. The Indian market is also aware of this and people are usually making an informed decision on what they choose to use. The market is gradually moving from a ‘cost’ focused attitude to a ‘value’ focused approach. Therefore, if a client is able to see value in the offered products, cost is generally not a constraint – up to a reasonable worth.

Which sales strategy do you apply while doing business in India? Is it through direct selling or through distributors?

Delcam India has more than 130 associates who are working through 16 direct sales offices in India. We always welcome consummate distributors and resellers, but as a business model our primary strategy is to go direct.

What is your vision for the next 5-10 years?

Today, we are the topmost suppliers of CAM and inspection software in India for the manufacture of complex shapes, and we would like to retain our position. As part of the Autodesk group, our vision is in line with the leadership goals, and we are working to create a seamless experience for our customers in the manufacturing domain. We also hope to be a part of the Make in India campaign and we will be working towards making this programme a huge success.

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