ByDesign

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.

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

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

• Conditional access system
• Set-top boxes
• Broadcasting equipment
• Access network devices
• Electronic product design

Headquarters

HQ city

Bengaluru

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Technology or R&D, Supply Chain, Personnel, Operations, Marketing or Sales

Revenue model

1. 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.
2. 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.
3. 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.
4. 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

Go-to-market motion2 records

Distribution channels3 records

Marketing channels3 records

Core 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

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature8 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Velankani GroupcoreOthersByDesign 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.
• NasscomminorOthersByDesign 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) PartnerscoreTechnology or IntegrationByDesign 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 OperatorscoreChannel Partner/ Reseller/ DistributorByDesign 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

Emerging 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

• LinkedInlinkedin.com/company/bydesign-india-pvt-ltd

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ByDesign