Tata Elxsi is a public limited company promoted by Tata Industries Limited and Tata Technologies Pvt. Ltd., Singapore. 40% of the equity is held by the Tatas and the remaining 60% by the public. The company began in 1989 with its corporate office in Bangalore and has consistently registered an annual growth rate of 40% in the last four years. The entire process starts with the client submitting a product brief in which he states all his design intents. Then, on the basis of all the metaphors given, a simple and elegant design solution is found, going through a series of stages of idea sketching, concept development, and concept refinement. The concepts are then refined in software like Photoshop and 3D modelling software whenever there is doubt. Also, while making these concept refinements, great care is taken for the choice of materials used and also the cost and time involved in the process of manufacturing these products.