Tailoring ADAS to India's unique and complex driving conditions is essential for success, say experts.
27 Feb 2025 | 2062 Views | By Shahkar Abidi
In the grand scheme of automotive evolution, few innovations have promised as much as Advanced Driver Assistance Systems (ADAS). In theory, these AI-powered systems, with their suite of sensors, cameras, and algorithms, can reduce accidents, improve traffic flow, and make driving less stressful. In reality, however, affordability remains a major ...
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In the grand scheme of automotive evolution, few innovations have promised as much as Advanced Driver Assistance Systems (ADAS). In theory, these AI-powered systems, with their suite of sensors, cameras, and algorithms, can reduce accidents, improve traffic flow, and make driving less stressful. In reality, however, affordability remains a major roadblock—especially in markets like India, where cost-conscious consumers, unpredictable traffic, and regulatory hurdles make implementation uniquely difficult.
Industry experts gathered to discuss the possibilities and limitations of ADAS in India during a panel discussion titled “Affordable and Scalable ADAS Solutions for the Indian Market,” during the recently concluded ADAS Show 2025, held in Bengaluru. The consensus? A direct import of Western technology will not work. India’s roads are a world apart—chaotic, dynamic, and often entirely unstructured. For ADAS to succeed here, it must be rethought from the ground up.
The Sensor Dilemma: Cameras, Lidar, Or Radar?
For over a decade, the global auto industry has leaned heavily on camera and LIDAR (Light Detection and Ranging) technology to power ADAS. Cameras provide detailed visual data, allowing AI systems to recognize obstacles, lane markings, and pedestrians with remarkable accuracy. But there’s a catch: processing such data requires significant computing power, which drives up costs.
Antonio Puglielli, VP of Engineering at Zendar, argued that radar—often overlooked in favor of flashier alternatives—could be the key to making ADAS affordable. “India is a totally different ecosystem to deploy ADAS. With all the noise around while you are driving, it needs a very different kind of solution. Simply bringing solutions from European or American markets won’t work,” he said.
Unlike cameras, radar systems don’t need high-end processors to interpret their data. They work by bouncing radio waves off objects and measuring their return signals, making them highly effective in low-visibility conditions such as fog or heavy rain. While radar is more complex to develop, companies like Zendar are betting that its long-term affordability and reliability will make it a cornerstone of future ADAS deployments in emerging markets.
When AI Doesn’t Recognize A Buffalo
One of the most revealing insights from the discussion came from Girikumar Kumaresh, Principal Advisor for Road Safety (future mobility) at Bosch, who highlighted a fundamental problem: ADAS models trained on European data struggle to interpret Indian roads. “Mature ADAS technology, when applied to Indian accident data, can only avoid 45-50% of accidents,” he said.
Take pedestrian detection systems, for example. Most Western models are designed to identify people based on head and leg motion. In India, where traditional attire often conceals these features, the system frequently fails. Similarly, auto rickshaws are sometimes misclassified as cars, and tractors pulling concrete mixers can go undetected. Even more bizarrely, ADAS models trained on UN safety regulations often classify buffaloes and cows as human beings.
Perhaps the most alarming statistic is that nearly 25-30% of road accidents in India stem from improper overtaking, particularly on undivided highways. Kumaresh suggested an “overtake assist function” as a potential remedy, but stressed that a solution-first, regulation-next approach is necessary for progress.
Leapfrogging Into The Future
India’s tech adoption has always been unconventional. While developed markets have followed a steady, linear progression in vehicle safety—from basic warnings to partial automation—India is poised to leapfrog several steps. Parthiv Shah, Senior VP of Automated Driving at Mercedes Benz Research and Development India, believes that Indian consumers might bypass early-stage ADAS features entirely and move directly to higher-level automation. “India has seen rapid adoption of technology, skipping stages of development seen in the developed world. This is where the biggest potential lies—from both a safety and customer advantage point of view,” he explained.
However, affordability remains key. Vijay Mirashi, Head of Vehicle Integration, Senior GM at Tata Passenger Electric Mobility, noted that while India’s ADAS penetration is still minimal, early signs of adoption are visible. He categorized ADAS features into three segments: safety, convenience, and luxury. “People are investing in safety features, which start with basic warnings and increase in intrusiveness. The trick is bundling these features with other convenience features using the same system to deliver more than just ADAS,” he said.
The Road Ahead
The conversation around ADAS in India has shifted from whether the technology will be adopted to how it will be implemented. The country presents one of the most complex driving environments in the world, making it the ultimate testing ground for next-generation vehicle safety systems. The challenge for automakers and technology companies is to tailor solutions that work for India’s uniquely unstructured roads, all while keeping costs in check.
If successful, India could not only become a major market for ADAS but also a global pioneer in developing affordable, scalable driver-assistance technologies. In other words, the road ahead might be unpredictable—but with the right approach, it doesn’t have to be unsafe.