The iKix Story

Specially prepared for

Marico Innovation for India

Awards 2009 - 2010
iKix Team
The iKix story is the combined dream of the following passionate iKixites

R.Parthasarathy, MD & CEO S.Ramaprasad, COO R.Kishore Kumar S.Santhosh Kumar

M.Prakash M.Arunachalam N.E.Arun Balaji Sasi Kumar

P.Thirunavukarasu C.R.Rathesh J.Manjula G.Sundaram

R.Mohamed Akbar Ali S.Sasikumar N.Padmalakshmi

K.Rangarajan A.Sharvin Kumar N.Radhika

V.Sivagami Amirda Varshini D.Raghunathan

P.Boopalan S.Vijayakumar C.Rajaram

M.Vinodkumar S.Karthik Nagaraj K.Rajesh

R.Viswanathan Antara Kothari P.G.Shanmuga Sundaram

 Contents
1. Introduction 1

2. How iKix was born? 2

3. The iKix Dream 2

4. How was the name chosen? 2

5. What problems does iKix solve? 3

6. Different applications of iKix 3D Prints 4

6.1 Marketing 4

6.2 Project Management 5

7. Surprising Victories 5

7.1 GMR - unique power plant 6

7.2 Sculpture 7

8. From Art to Part - Different flavours and applications 8

8.1 Building in a Box 8

8.2 Models for Architects 9

8.2.1 Concepts Model 9

8.2.2 Facade Model 9

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 8.2.3 Educational Study Model 9

8.2.4 Discussion Model 9

8.2.5 Thesis Model 9

8.3 Models for Builders 10

8.3.1 Launch Model 10

8.3.2 Internal Model 10

8.3.3 Floor Wise Stackable Model 10

8.3.4 Project Management Model 10

9. Customer Comments 12

10. International Services 13

11. Partial List of Clients in India 15

12. iKix - Future Directions 16

13. News Room 17

14. References 20

15. Registered trademark of iKix 21

15.1 Appendix - 1 21

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1. Introduction
Human mind thinks and visualises in 3D. When you imagine a villa, what comes to your
minds eye is a nice bungalow with a sloping roof, a portico with a car, a little lawn in the
front and trees along the boundary walls. Add a swimming pool if you want it even more
exclusive. When this is put on paper what you get is a few lines and arcs and shaded areas
with text and arrowheads!

Historically, we used to :

Think 3D Communicate 2D Produce 3D

Today, we can

Think 3D Communicate 3D Produce 3D

The choice or decision of how the house should look, rests with the lady of the house; she
is least likely to know how to read drawings.

3D ideas completely lose life when captured in 2D media-paper, computer screen etc.

iKix solves this by producing precise, detailed and colourful replicas of your designs within a
short time. This helps in creating a model a lot closer to what you had in mind.

If a picture is worth a thousand

words, a model can be worth a
thousand pictures.

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2. How iKix was born?
On a flight from Chennai to Frankfurt, I was seated next to the CEO of a large design and construction
firm. After exchanging pleasantries, I asked him what was the single largest challenge that he faced
was. He said Cost and time overruns due to improper execution. That was ringing in my mind
continuously for months. I decided to work further on this.

After some serious study, we found that execution delays were largely due to mistakes during the
design communication process. Often, what is conceived from the 2D drawing is different from what
actually is in the drawing. It was clear that the solution lay in creating a 3D replica directly from the
CAD file. After extensive research and running many pilot projects, we chose the most advanced
and appropriate technology that was originally developed in the MIT, Boston, USA. iKix was born.

Mr.R.Parthasarathy
Founder, iKix 3D Prints.

3. The iKix Dream

To make every customer say Can I have an iKix of my design please?.

Yes, iKix should become a verb.

From ideation to implementation to becoming an institution, we would like iKix to be a hallmark

of Indian success with global reach. This way iKix will serve as an inspiration to every budding
entrepreneur.

4. How was the name chosen?

The concept of communicating in 3D is revolutionary to the generic design industry. Our vision is
that all humans must Think in 3D, Communicate in 3D. Right from the beginning, we were aware
that this concept will have a game changing effect in the industry. Our core team sat together for
many days and defined the most important characteristics of the name:

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 1. It must be short and simple - someday the brand will define the whole category.

2. It must have a positive feel - our 3D prints produce models in vibrant colours.

3. It must have a consonant with a strong accent - to denote the power behind the idea.

After nearly six weeks of intense work poring over dictionaries and Thesaurus of many languages,
our team came up with a list of 52 names. Most of them did not pass the trademark test. From the
ones that did, we chose two - iKix and iKex. We sent both for trademark registration in the belief
that atleast one of them will be approved. Both were accepted.

We chose iKix as it was a little more easier to pronounce than iKex. Copy of registered iKix
trademark is enclosed in Appendix - 1.

5. What problems does iKix solve?

iKix 3D Prints can communicate much more information than a flat screen image or paper printout.
3D prints details every aspect of your project with precision. In addition, it

4 Eliminates costly errors due to inappropriate communication

4 Enables Architects to receive critical feedback during early project development cycle

4 Clearly Communicates designs to clients

4 Enables real-time collaboration between team members in separate locations

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 4 Captures errors, oversights and poor decision, prior to the onset of construction

4 Aids marketing personnel to carry the model to different locations with ease

iKix brings in enormous advantages by way of

4 Savings in time due to clear communication and accurate understanding

4 Savings in cost due to errors and rework eliminated

6. Different applications of iKix 3D Prints

6.1 Marketing
iKix 3D Prints can communicate much more
information than a flat screen image or paper
printout. 3D Print details every aspect of
your project with precision, which augments
clients understanding of the project layout.
In addition, Building in a Box concept aids
Marketing Personnel to carry the model to
different locations with ease.

With iKix 3D Prints, you can solve the problem

of miscommunication. All difficult engineering
aspects can be seen, explained and
understood by a layman. In addition, with the help of 3D prints, every technical specification
of building design can be easily understood. Accordingly, you can plan your core building
activities and can take any construction business to new height.

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 6.2 Project Management
iKix enables Architects and Project Managers
to quickly obtain 3D physical models of a
project - one each for the architects, the client,
the general contractor, the sub contractor and
the civil authorities. Civil Engineering projects
like highway overpass requires a 3D physical
model for planning, to eliminate confusion
and to improve efficiency. Architects, their
contractors, their clients and their permitting
agencies can view projects in three
dimensions from the early stages for deeper
understanding.

iKix has three main applications in Project Management. The first is Visualization. A client
can see the model and understand what he is going to get. Next to this is portability. Clients
can transport it to any location, dismantle the model and see the projects floor wise breakup.
And finally communication - What you see is what you exactly get.

7. Surprising Victories

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7.1 GMR - unique power plant
The GMR Power project has been in existence for many years. The management team
often has to refer to many sets of drawing in their discussions regarding maintenance,
upgradation, modernization, safety and disaster recovery preparedness. The iKix model of
the whole plant saves so much time and gives the best and accurate understanding of all
aspects of the plant, saving time and money through errors prevented. Mr.S.Ravi Shanker,
Associate Vice President, GMR Power Corporation, Chennai, says Fascinating concept. I first
saw a prototype of the Kathipara Junction flyover. I had never seen anyone else who had done it. We

had been in need of such a model earlier. The 3D model was nothing less than breath-taking. Detailing

was awesome. Some of the components that we normally miss were displayed vividly. Proportions

were easily seen.

GMR is a unique power plant. Our plant is always used for showcasing our group to build our brand

image. So a 3D showpiece model makes showcasing our plant a great experience. We use this in a lot

of our presentations during proposal.

During our 10th anniversary, on 15th February, 2009, we exhibited the 3D model for the first time. iKix

made this in 6 weeks flat. The iKix team was brilliant and great involvement and commitment was

shown. Hats off to iKix.

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7.2 Sculpture
Mr. Shailesh is a Chennai architect specializing in bronze sculptures using POP moulds -
a time consuming process. He would normally display in art festivals a piece each of 5
different concepts; he could only make one at a time. Often, one of them will be a hit and will
be sold out on day 1. But he cannot deliver it till the end of the festival - he needs his best
selling piece to be on show. But he risks losing the first customer forever since most of his
customers are overseas art enthusiasts visiting India. What Shailesh needed was a quick
way to translate his hand sketches into exact forms of 3D art and then make exact iKix prints
of these - on demand, just in time.

The main advantages are :

1. Any design can be converted to 3D.

2. The final art pieces weigh less than the bronze pieces - easy to pack and carry.

3. Special patterns can be applied on the surface at the design stage - not possible on
bronze.

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8. From Art to Part - Different flavours and applications

8.1 Building in a Box

It is a unique concept which helps prospective buyers to visualize the layout with ease.
iKix Building in a Box is precisely engineered for quick assembly and low maintenance.
Not only are they easy to assemble it, but also portable and can be disassembled and
reassembled with ease. Theres no easier solution available for presenting your model in
different locations.

Using Building in a Box makes sense for everyone :

1. Architects can deliver multiple options in real 3D to their customers for better impact
and easier decision making.

2. Each sales person can carry one set of Building in a Box always in their vehicle - we
never know when a selling opportunity will arise.

3. Real estate companies marketing to a global audience can now easily carry the
models to trade shows and exhibitions, set them up and bring them back after the
show for re-use.

4. The Architect, the Project Manager and the site office must have an iKix model
on their desks. This will assist easy and accurate understanding of the designs,
especially during project discussions over phone or in person.

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8.2 Models for Architects
8.2.1 Concepts Model

4 Easy to communicate apperance

4 Better replacement for 2D drawings

4 Can be useful for stage wise description of construction

4 It is visually appealing as it comes in colours and textures

8.2.2 Facade Model

4 To visualize only the elevation of any structure

4 To provide clients with many options to choose from

4 To evaluate colour combinations

8.2.3 Educational Study Model

Useful to Students in

4 Internal discussions

4 Education and training

8.2.4 Discussion Model

4 For Discussion & brainstorming

8.2.5 Thesis Model

Useful in

4 Final year projects to explain complicated designs

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8.3 Models for Builders
8.3.1 Launch Model

Useful in

4 Project launches

8.3.2 Internal Model

Aids in showing

4 Single floor Internals

4 Typical floor plan

4 All the internal elements

8.3.3 Floor Wise Stackable Model

Aids in showing

4 Floor wise development

4 Minute internal detail as it can be removed to show the details

8.3.4 Project Management Model

Aids in showing

4 Project monitoring & control

4 Visualizing the design

4 Removing communication errors

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8.3.2 Gifts and Memento Model

4 Miniatures of projects

4 Personalized with customer names and company logo

4 Packed in a gift box

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9. Customer Comments
Customers continue to benefit from iKix services. A strong confirmation of the utility of our
services is the fact that , once a firm starts to use our services, they always come back again and
again for subsequent projects. Please see below what some happy iKix customers have to say.

In reality, the iKix 3D model helped us reduce the time spent by marketing personnel with each
prospective buyer

-Mr. Ramash, President, Sabari Foundations.

Ive sent these models to China and my vendors in China were thrilled with the 3D prints. After
all, transportation is so easy, thanks to Building in a Box.

-Mr. Thilak Ignatius, Principal Architect, Eskay Designs.

The biggest advantage is that multiple copies and of variable sizes can be created in less than
half the time. Fascinating concept.

- Mr.S.Ravi Shanker, Associate Vice President, GMR Power Corporation

Thank you for the fast turn-around on this model. It is good to work with you again in my new
job.

- John T. Lee Rapid Prototyping Manager ABC Imaging, USA

iKix 3D Prints are perfect not only for PMC, but for the ROI of the entire project.

- Mr.Ganesh, Chief Technology Officer, AllCAD Services.

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10. International Services
Right from the initial stage our vision has been to make iKix a global brand. Therefore, we started
building our business in the U.S.A and the Europe for over a year and then introduced the service in
India. iKix has completed over 250 models for customers in the U.S.A and Europe.

10.1 IMPACT 3D Models, Chicago, USA.

SG Bridge.

Basic designs provided - 2D drawings in PDF format.

Challenges

4 2D CAD drawing created from PDF file

4 Image was captured from Google Earth

4 The 3D Print was created with reference to the Google image

4 Turn around time was less than a day

Customer Feed Back

Thank you for your prompt response to this project. Overall, the model
looks great (Reflection and all).

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10.2 IDEAL, Newyork, USA.
Olympic Repro Model.

Basic designs provided - PDF drawings.

Challenges

4 2D CAD drawing created from PDF file

4 Turn around time was less

4 Only e-mail communication

4 Colour schemes were matched based on the JPEG image

10.3 ABC Imaging, Newyork, USA.

Sana Topo Model.

Basic designs provided - contour lines in PDF.

Challenges

4 2D CAD drawing created based on PDF file

4 3D Topo is created from the 2D drawing

4 The entire design was created within two days

Customer Feed Back

The client really likes the Saana topo model and may order a second copy of
it. They may want a different scale.

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11. Partial List of Clients in India

S.NO Company Category Purpose of the Model

1 Lancor Property Development Marketing

2 Sabari Foundations Property Development Launch

3 FBA Architectural Firm Gift

4 L&T Infrastructure Developer Visualization

5 Rakindo Property Development Marketing

6 CCCL Infrastructure Developer Display

7 TVH Property Development Launch

8 All Cad Design Consultant Project Management

9 GMR Infrastructure Developer Display

10 Hotel Leela Ltd Hospitality Promoters Visualization

11 Hirco Property Development Marketing

12 ETA Star Property Development Launch

13 Emaar MGF Infrastructure Developer Concept Visualization

14 Vasavi Builders Builders Marketing

15 XS Real Property Development Trade Show

16 IVRCL Infrastructure Developer Launch

17 L & T Ramboll Engineering Consultant Visualization

18 Doshi Housing Ltd Property Development Launch

19 Eskay Designs Architectural Firm Visualization

20 Sculpture Art Sales

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12. iKix - Future Directions
iKix is now a well proven business idea with a clear business plan. We have a clear vision of the
future and the iKix team is working hard to achieve this vision with full enthusiasm. Our research
team is also working on expanding the product range as well as our geography spread.

13. News Room

The Hindu features how iKix is assisting Chennai Police to prepare for emergeny situations.

Mr.R.Parthasarathy, Founder, iKix 3D Prints, with The Commisioner of Police, Chennai.

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The Economist in its Technology Quaterly explained the worldwide apeal of iKix.

09
5 th 20
: Sep
d
Date

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The U.S based Cadalyst Magazine showcased iKix as one of the most exciting concepts within

the AEC industry.

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iKix profiled as a leading Project Management tool.

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14. References
iKix today is a proven business idea with a clear business plan. The business is replicable and
scalable to serve the needs of customers all over India through a leveraged franchisee model.
iKix can spread quickly to the Western world with clear target markets like the USA, Western
Europe, Northern Europe and Australia.

1. Chennai Police Mr.T.Rajendran

Commissioner of Police
Chennai

2. GMR Energy Mr.S.Ravi Shankar

Associate Vice President
Phone: 26670910,
Mobile: 9940175550

3. IVRCL Infrastructure MR.D. Venkatasubramaniam

Head - Chennai Region
Phone: 22326612 - 15

4. L&T Ramboll Mr.T.Srinivasan

Chief Executive Officer
Phone: 2433 1181 / 2433 1182

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15. Registered trademark of iKix

15.1 Appendix - 1

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22
iKix 3D Prints Private Limited.
No.58, SathyaDev Avenue,
MRC Nagar, Chennai - 600 028. India
Phone : +91 44 2462 2446 / 47
www.ikix.in