SIVA IoT: From Newcomer to Key Player in the RFID market in 10 Years

Arjun Aggarwal: SIVA’s roots trace back to the 1980s, when Rajiv Aggarwal founded the company. By 2013, with our traditional product lines declining, we began looking for a new venture. I came across a report on RFID and, while initially unfamiliar with the technology, it became clear to our management that this was the ideal new product line for us.

As an established manufacturer of labels, tags, and tickets, we could leverage our existing expertise in adhesives, printing, and materials, and combine it with RF competence. We officially entered the RFID market in October 2013, and SIVA IoT was born.

Arjun Aggarwal: After deciding to enter the RFID market, our first step was to determine our business model. We travelled extensively and, in 2014 at the Drupa trade fair in Germany, we identified a German company that manufactured RFID label-converting machines.

We purchased our first German RFID converting machine that same year. Despite cheaper alternatives being available, we chose this machine because it aligned with our ethos of precision manufacturing and automation.

While other Indian companies were focused on manually assembled hard tags, we deliberately chose a different path and became one of the first companies in India to set up a fully automated RFID label-converting line. This strategic decision in 2014 laid the foundation for our future success.

Arjun Aggarwal: A decisive moment for us came after we had invested in RFID and major market players began to take notice. We spent a year in intense discussions with a large RFID company in the apparel industry that was seeking a production partner in India. We met all their requirements, but they ultimately pulled out at the last minute. While this initially felt like a huge setback, we quickly realized it was a blessing in disguise. Partnering with them would have created a risky dependency with high investment and low margins.

Instead, we chose the path of specialization, focusing on R&D, niche products, and building a diversified portfolio of customers worldwide. Looking back, that setback was the catalyst we needed to set the right long-term course for our business.

Arjun Aggarwal: When we started in 2013, RFID accounted for zero percent of our revenue. Today, it makes up a full one-third of our total revenue. We are confident that this share will continue to grow, potentially becoming the largest pillar of our business in the coming years.

Arjun Aggarwal: The last 10 years have been an interesting journey for SIVA. Whilst we have grown, we see an even stronger growth trajectory ahead of us. Looking back, in 2013 many of our traditional business areas were in decline. That’s why it was crucial to focus on next-generation products—and RFID was one of them.

As RFID deployment increases, we see new use cases and applications where there is a need for RFID tagging. We continue to invest in R&D-driven product development and have a strong new-product development pipeline.

Arjun Aggarwal: For the past decade, our focus has been on our home market of India, along with Europe and the Middle East. As we continue to strengthen our presence in Europe, we are now also pivoting towards North America, where we have recently hired a US-based sales colleague.

Arjun Aggarwal: While India is not yet our main market, we have been amazed by the transformation in RFID deployment here over the last 10 years, driven by government initiatives. We’re seeing a growing ecosystem of system integrators and successful RFID implementations. We are well positioned to strengthen our presence and better serve our home market in the coming years.

Arjun Aggarwal: That’s correct. We believe that working with strategic partners is crucial for success. Local partners bridge language barriers and time zones, and they provide essential hardware and software expertise. We are highly selective in our partnerships, avoiding those that are purely transaction-oriented.

Instead, we prioritize partners who offer real added value through their consulting and integration expertise. This ensures projects are implemented smoothly and that the end customer receives a working solution. We’ve seen firsthand that projects fail when partners lack expertise and outsource key services.

Our goal is to ensure a successful implementation for the end user, which ultimately benefits everyone in the value chain. Today, we have a global network of over 100 channel partners who share this philosophy.

Arjun Aggarwal: In our early days, SIVA IoT was the “new kid on the block” in the RFID industry. India was not yet recognized for high-tech RFID products, and we faced a significant challenge with credibility and brand familiarity. At our first international trade fair in 2015, we were largely overlooked by visitors who were more comfortable with established competitors. We realized we needed to change this perception by demonstrating that high-quality, innovative RFID products also come from India.

Another major hurdle was attracting talent. It was difficult to convince potential salespeople to join a new, overseas RFID company with little industry credibility. We had to work hard to build conviction in our brand and tell our story. We overcame this by bringing on our first European sales colleague in 2017/18, which was a critical step in gaining a foothold in the market.

Arjun Aggarwal: In 2015, most Indian RFID companies were known as contract manufacturers rather than independent brands. Our approach was to be different: we invested in building our own OEM brand image. Initially, we received a mixed reaction; while some were amazed to see a new RFID brand from India, others were more conservative and preferred working with established European brands. Gaining their trust took time, but we persevered.

Nevertheless, it took time before interested parties stopped, talked to us, and gained confidence. Fast forward to today: SIVA is recognized globally as an established OEM brand with over 100 channel partners, known for its strong R&D and precision manufacturing.

How big is SIVA IoT today?
SIVA Group employs 450+ colleagues globally, with approximately 75 colleagues working in our IoT division. Five colleagues work exclusively in R&D.