ByDesign
ByDesign is a Bengaluru-based electronic product design company and Velankani Group subsidiary that builds iCAS, India's first homegrown Conditional Access System for set-top boxes, serving 150+ Indian cable MSOs and the Prasar Bharti DD FreeDish DTH platform.
- Company typePrivate
- Founded2000
- HeadquartersBengaluru, India
- Headcount51–100
- GTM typeB2B
- OfferingHardware or Manufacturing
What ByDesign does
ByDesign is a Bengaluru-based, technology-neutral electronic product design company founded in 2000 and operating as part of the Velankani Group. Its flagship product is iCAS, India's first homegrown Conditional Access System (CAS) for set-top boxes, which enables addressable digital television by allowing consumers to choose and pay for individual channels. iCAS is built on a modular architecture spanning CAS-Client, Middleware and User Interface components, with embedded security features including overt and covert fingerprinting, parental controls, multilingual UI and broadcast messaging (B Mail). The platform is transmission-agnostic across Satellite (S2), Terrestrial (T2) and Cable standards and is pre-integrated with three leading System-on-Chips (SOCs).
The company monetizes iCAS primarily through bundled sales of CAS-enabled set-top boxes and software licensing (middleware, Subscriber Management System, billing software, UI and CAS license features), with three years of complimentary annual maintenance bundled into the package. Beyond iCAS, ByDesign offers an unusually broad electronic product design portfolio covering digital headend systems, RF signal meters, LNBs, mobile phones, ONT/ONU access network equipment, access points, HPC systems, servers, TOR switches, SSDs, and smart devices (automobile tracking, smart power meters, smart plugs). Customer engagement is direct-to-enterprise and direct-to-government: iCAS is deployed across 150+ Multisystem Cable Operators in India (supporting over 1.2 million set-top boxes) and has been selected by Prasar Bharti for DD FreeDish DTH services, targeting approximately 5 million DTH STBs in the first year. Go-to-market combines enterprise field sales to large MSOs and government entities with an OEM-embedded channel via SOC partners. The company maintains a 24/7 helpline, secure web portal and direct call-center support.
ByDesign firmographics
Firmographics- Name
- ByDesign
- Legal name
- BydesignIndia
- Website
- https://bydesignindia.in
- Company type
- Private
- Founded year
- 2000
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- ByDesign is a Bengaluru-based electronic product design company and Velankani Group subsidiary that builds iCAS, India's first homegrown Conditional Access System for set-top boxes, serving 150+ Indian cable MSOs and the Prasar Bharti DD FreeDish DTH platform.
- Ownership category
- akta.pro rank
ByDesign industry classification
Industry- Product category
- Broadcasting Equipment
- NAICS
- Computer Terminal and Other Computer Peripheral Equipment Manufacturing (334118), Computer and Peripheral Equipment Manufacturing (33411), Computer Storage Device Manufacturing (334112)
- SIC
- Electronic Computers (3571), Computer Communications Equipment (3576)
- akta.pro primary industry
- Security & Trusted Hardware ICs (Secure Element/TPM/Crypto) (HDAHABAF)
- akta.pro secondary industries
- Embedded & Industrial Network Interfaces (PCIe/M.2/SOM/SoC NICs) (HDAFAEAI), Storage/IO Controllers & Bridge ICs (USB/PCIe/SATA/NVMe) (HDAHAJAI)
Keywords
Where ByDesign is headquartered
LocationHeadquarters
- HQ city
- Bengaluru
- HQ country
- India
- HQ region
- Asia
Offices1 record
Markets served
ByDesign business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Technology or R&D, Supply Chain, Personnel, Operations, Marketing or Sales
Revenue model
- iCAS Set-Top Box and CAS Licensing: ByDesign generates revenue through sale of iCAS-enabled set-top boxes and licensing of its CAS technology. The pricing includes middleware, SMS, billing software, UI, and CAS license features. The company has deployed over 1.2 million iCAS set-top boxes across 150+ Multisystem Cable Operators, with an additional government contract with Prasar Bharti for DD FreeDish DTH services targeting 5 million STBs.
- Software Licensing and CAS Solutions: Revenue is generated from licensing the iCAS conditional access system technology, which includes bundled middleware, SMS (Subscriber Management System), billing software, and user interface components. Annual maintenance is included free for three years from purchase, after which support fees likely apply.
- Electronic Product Design and Manufacturing: ByDesign, established since 2000, is involved in various electronic and embedded product designs including Set Top Boxes, Digital Headend Systems, RF Signal Meters, LNB, Mobile Phones, Optical Network Terminals, HPC Computing, Servers, and Smart Devices. Revenue comes from product development and volume manufacturing for Indian and international customers.
- Professional Services and Support: The company provides 24/7 helpline support and secure web portal for customer service, along with easy local service support. Revenue may include support and maintenance contract fees after the complimentary three-year period.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Multi-year contract | Complete CAS Solution Package - Price includes middleware, SMS, billing software, UI, and CAS license features |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels3 records
ByDesign product offering
Product offeringCore offering
ByDesign designs, develops, and manufactures electronic products with a flagship iCAS® (Indian Conditional Access System) for set-top boxes enabling addressable digital television services. The company's product portfolio spans broadcasting equipment (set-top boxes, digital headend systems, RF signal meters, LNBs), consumer electronics (mobile phones), access network devices (ONT, ONU, access points), HPC/networking/storage (servers, TOR switches, SSDs), and smart devices (automobile tracking systems, smart power meters, smart plugs). iCAS® is pre-integrated with three leading SOCs and bundled with middleware, SMS, billing software, and UI under a single license.
Product overview
ByDesign is a technology-neutral electronic product design company offering a diverse portfolio of products and solutions. The core flagship product is iCAS® (Indian Conditional Access System), India's first homegrown CAS for set-top boxes, which has been deployed in over 150+ Multisystem Cable Operators enabling 1.2 million STBs and selected by Prasar Bharti for DD FreeDish DTH services. The product portfolio spans multiple categories: Broadcasting products (Set Top Boxes, Digital Headend Systems, RF Signal Meters, LNB), Consumer Electronics (Mobile Phones), Access Network products (ONT, ONU, Access Points), HPC Computing/Networking/Storage (HPC systems, Servers, TOR switches, SSDs), and Smart Devices (Automobile Tracking System, Smart Power Meters, Smart Plug). The iCAS® platform includes bundled middleware, SMS, billing software, and UI alongside the CAS license features.
Differentiator
Problem solved
Functional benefit
Brands
- iCAS®: India's first homegrown conditional access system (CAS) for set-top boxes that enables television signals to be accessed by consumers through an addressable system.
Products and services
- iCAS® (Indian Conditional Access System) India's first homegrown conditional access system (CAS) for set-top boxes that enables television signals to be accessed through an addressable system, allowing consumers to choose channels. Pre-integrated with three standard and leading SOCs, supports Satellite (S2), Terrestrial (T2), and Cable transmission standards, and bundles middleware, SMS, billing software, and UI with the CAS license. Sold to Multisystem Cable Operators, government broadcasting entities, and set-top box OEMs.
- Set Top Boxes (STB) Digital set-top boxes within the Broadcasting product range, supporting Cable, Satellite (S2), Terrestrial (T2), and DTH platforms, including iCAS-enabled units for cable operators and DTH deployments.
- Digital Headend Systems
- RF Signal Meters
- LNB (Low Noise Block Downconverter)
- Mobile Phones
- ONT (Optical Network Terminal)
- ONU (Optical Network Unit)
- Access Points
- High Performance Computing (HPC)
- Servers
- TOR Switches
- SSD (Smart Storage Device)
- Automobile Tracking System
- Smart Power Meters
- Smart Plug
Quantifiable outcome
- 1.2 Million+ iCAS set-top boxes deployed across 150+ MSOs
- +1 more outcomes
Companies that use ByDesign
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles3 records
ByDesign technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature8 records
ByDesign partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- Velankani GroupcoreByDesign is a Velankani Group Company. The parent company provides corporate backing and likely manufacturing capabilities for ByDesign's electronic product designs including iCAS set-top boxes and other products like mobile phones, optical network equipment, and smart devices.
- NasscomminorByDesign maintains affiliation with Nasscom, India's IT industry association, indicating participation in the Indian technology ecosystem and potential access to IT industry resources, networking, and policy advocacy.
- SOC (System-on-Chip) PartnerscoreByDesign has pre-integrated iCAS with three standard and leading SOCs (System-on-Chips), enabling set-top box manufacturers to incorporate iCAS technology directly into their hardware. This partnership is critical for enabling iCAS deployment across the set-top box ecosystem.
- Local Cable OperatorscoreByDesign provides CRM integration support for local cable operators, enabling them to deploy and manage iCAS-based services. Local operators are the front-line distribution channel for iCAS set-top boxes to end consumers.
Scale indicators4 records
Recent moves4 records
Expansion highlights5 records
ByDesign competitors and assessment
Company assessmentEmerging players
- Ness Digital Engineering: Digital product engineering services company with embedded systems and broadcast domain expertise. Comparable as an engineering peer delivering embedded STB and broadcast product design work for operators globally.
Direct peers
- Amino Technologies: Specialized IPTV and hybrid set-top box vendor with embedded CAS/DRM integrations. Comparable as a niche STB hardware and software peer with similar operator and OEM go-to-market characteristics to ByDesign.
- Nagravision (Kudelski Group): A leading global provider of conditional access and content security solutions for pay-TV operators, including CAS for cable and DTH platforms. Directly competes with iCAS® for STB security deployments, particularly as the incumbent international CAS vendor in many markets.
- Irdeto: Global conditional access and DRM specialist serving cable, satellite, and OTT operators. Competes directly with ByDesign's iCAS® in the conditional access market and offers comparable bundled middleware and security features.
- Conax (Kudelski Group): Conditional access and content protection solutions provider for broadcast operators worldwide. A direct competitor to iCAS® in the CAS market, with established deployments across cable, satellite, and IPTV platforms.
- Verimatrix: Provides content security, watermarking, and anti-piracy solutions for pay-TV and OTT operators. A direct competitor to iCAS® in the conditional access and content security space.
Broad incumbents
- Harmonic Inc. Major provider of digital headend, video processing, and broadband infrastructure for cable operators and broadcasters. Adjacent competitor to ByDesign's digital headend systems and broader cable TV infrastructure offerings.
- Synamedia: Larger, established broadcast and video technology vendor offering a broad portfolio including CAS, DRM, video processing, and IPTV solutions. Competes in the broader set-top box and CAS market with overlapping capabilities to iCAS®.
Regional players
- Dish TV India: Indian DTH operator with tens of millions of subscribers. Comparable as a regional DTH platform peer that is a potential downstream customer of iCAS®-style conditional access technology in the Indian market.
- Tata Elxsi: Indian design services and embedded product engineering company serving broadcast, OTT, and consumer electronics segments. Comparable as an Indian-headquartered embedded/broadcast product engineering peer with international reach.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
ByDesign social profiles
Digital presenceByDesign financial estimates
Financial estimateRevenue estimate
Valuation estimate
ByDesign leadership team
Management profileNumber of profiles
ByDesign funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ByDesign M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about ByDesign
What does ByDesign do?
ByDesign designs, develops, and manufactures electronic products with a flagship iCAS® (Indian Conditional Access System) for set-top boxes enabling addressable digital television services. The company's product portfolio spans broadcasting equipment (set-top boxes, digital headend systems, RF signal meters, LNBs), consumer electronics (mobile phones), access network devices (ONT, ONU, access points), HPC/networking/storage (servers, TOR switches, SSDs), and smart devices (automobile tracking systems, smart power meters, smart plugs). iCAS® is pre-integrated with three leading SOCs and bundled with middleware, SMS, billing software, and UI under a single license.
Is ByDesign a public or private company?
ByDesign is a private company. It is classified as corporate owned and is currently operating.
When was ByDesign founded?
ByDesign was founded in 2000. It employs 51 to 100 people.
Where is ByDesign based?
ByDesign is headquartered in Bengaluru, India, in the Asia region.
How does ByDesign make money?
Four revenue lines are on record. iCAS Set-Top Box and CAS Licensing is the primary driver. The others are software Licensing and CAS Solutions, electronic Product Design and Manufacturing and professional Services and Support.
Who are ByDesign's main competitors?
Ness Digital Engineering is listed as an emerging player. Direct peers are Amino Technologies, Nagravision (Kudelski Group), Irdeto, Conax (Kudelski Group) and Verimatrix. Broad incumbents are Harmonic Inc. and Synamedia. Regional players are Dish TV India and Tata Elxsi.
Does ByDesign have an API?
No public API is recorded for ByDesign.
What industry is ByDesign in?
ByDesign's product category is Broadcasting Equipment. Its primary akta.pro industry code is HDAHABAF, Security & Trusted Hardware ICs (Secure Element/TPM/Crypto), with a secondary code of HDAFAEAI, Embedded & Industrial Network Interfaces (PCIe/M.2/SOM/SoC NICs). Its NAICS code is 334118 and its SIC code is 3571.