Eyeing Growing ADAS Market, Serbian Radar Tech Firm Novelic Enters India

Serbian radar technology firm Novelic has entered India market through a newly registered subsidiary, Novelic India Private Ltd, based in Chennai, Tamil Nadu. The Belgrade-headquartered company, which specialises in millimetre-wave radar systems, said the move is intended to meet growing demand for advanced driver assistance systems (ADAS) across India's expanding and varied mobility sector.

The launch follows groundwork already laid. Earlier this year, Novelic and its parent company Sona Comstar set up what the firm describes as India's first 60 GHz radar production line. That facility is expected to begin manufacturing in-cabin monitoring radar modules for a major western Tier 1 automotive supplier before the year is out.

Founded in Belgrade in 2012, Novelic has built a portfolio of radar-based perception technology. In 2025, it received its first Tier 1 supplier nomination for a 60 GHz in-cabin monitoring solution developed to meet child presence detection requirements under Euro NCAP standards.

At the heart of Novelic's India push is its 79 GHz automotive radar platform, ASPER, which offers a 180-degree horizontal field of view and is built for ultra-short, short and mid-range ADAS applications. The patent-protected system is pitched as a more affordable alternative to conventional multi-sensor configurations, enabling vehicle manufacturers to consolidate several safety functions into a smaller number of hardware components.

The timing of the entry is well-suited to recent changes in Indian regulation. Amendments to industry standards AIS 145, AIS 186 and AIS 187 have brought in mandatory safety requirements for commercial vehicles, covering moving off information systems, blind spot information systems and reverse parking assist. Novelic says a single ASPER module, owing to its wide field of view, can satisfy several of these requirements simultaneously on one side of a commercial vehicle.

For passenger cars, the company believes it can help Indian manufacturers offer park assist, blind spot detection and rear cross-traffic alert at lower cost and with less complexity than current systems, likely replacing combinations of ultrasonic sensors and corner radars that are widely used today.

Novelic also has its eye on the two- and three-wheeler segment, which by volume represents the largest vehicle category in India. 

The ASPER platform is said to support advanced rider assistance features including blind spot detection, front and rear collision warning and front cross-traffic alert, with all processing handled on the sensor's own system-on-chip. That design approach is intended to make the technology workable for lower-cost vehicles that do not have dedicated ADAS control units or in-vehicle networks.