Simulation helping companies beat recession

By Ojas Sharma   |   Thursday, 28 May 2009, 06:09 Hrs   |    3 Comments
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Simulation helping companies beat recession
Bangalore: Many sectors have been hit by recession but there are many which have not been affected. There is one company that is doing quite well in recession and is actually making profit in this situation. MSC Software is a company that provide simulation software to make a virtual product. "Recession is an opportunity for companies like MSC because it has forced people to do lot of simulation," says Sridhar Dharmarajan, India Head, MSC software.

This Simulation software helps a company to make a virtual product and then conduct tests on it. "Our product has helped people to simulate the performance of the product that they are actually designing. So they don't have to physically make a product and test," says Dharmarajan. This process not only saves money but also allows shorter development cycle. Manufacturing companies are trying to invest as less as possible in manufacturing and researching a new product. It is no wonder that this software is growing in more than double digit.

MSC software has more than 160 customers in India which include names like Tata Motors, Mahindra and Mahindra and Whirlpool. Defense and Aerospace industry are their major clients along with automotive industry. ISRO has been their client for almost seven years now. "ISRO uses our software for satellite and launch vehicle design. They simulate and test satellite's strength, thermal thrust, deflection and various other components," says Dharmarajan. Aerospace industry can be said as the creator of this technology because in space everything that you make has to fly and run. Due to the cost element involved, prototype is not an option available for them.

In India, MSC already has a presence in many sectors including medical, manufacturing and electronics. Now they are entering into the wind energy space. Suzlon Energy, which manufactures wind turbines, is actively using their software. They are also entering into ship designing sector. Education is another sector where MSC is trying to promote its software. "Many IITs are using our software in their courses. There are so many engineering colleges in India so it provides us a great opportunity," says Dharmarajan.

MSC was facing some challenges to enter Indian market initially because companies were not sure whether they can use this software effectively. Now, it is even used in many research labs like HAL, NAL and DRDO. Beside entering new sectors, MSC is also continuing to research in the existing sectors. "We are trying to optimize our products in all sectors. Our existing clients's feedbacks are taken into account while building and customizing solutions," says Reza Sadeghi, Chief Technology Officer, MSC Software.

Though this company has been around for 45 years, they face tough competition from companies like Dassault Systemes and Ansys. There is plenty of growth opportunity in this sector and David Yuen, Vice President and General Manager of Asia Pacific region, MSC Software, feels this is the future in manufacturing field. He says, "In Japan 87 to 90 percent of cars are virtually produced. Our goal is that one day people can make a product 100 percent virtually and then straightaway go and manufacture it without a single prototype."

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