Addverb wants to conquer Europe with the help of Dutchman Pieter Feenstra

After years of working for ‘traditional’ companies, Pieter Feenstra has made the switch to the Indian newcomer Addverb. His mission is to take the automation and robotics specialist to new heights in Europe, Middle East, and Africa. The ambition is great, and so is the potential!

Pieter Feenstra in Delhi: It sounds like a Tintin adventure. Just like his career over the past decades. Feenstra wandered the world for decades; first for Swisslog. This led him to various positions in Australia, England, and Switzerland. In 2017, he moved to Körber where he joined an acquired supply chain automation company in Portugal. He moved to Atlanta in 2021, to start off Körber’s supply automation branch in the United States. Shortly thereafter, he met with Addverb. “I worked for years in traditional companies and saw all these newcomers emerging. That made me think and it intrigued me. At the end of 2021, I advised Addverb to start in the EMEA region and I wanted to pull that cart,” say Feenstra. The energy of a start-up attracted him as well as the company’s extensive portfolio. Addverb, headquartered in Delhi, offers traditional warehouse automation such as shuttles, cranes, and conveyors, as well as AMRs (Autonomous Mobile Robots) and software.

What is Addverb’s core business?

Addverb was founded in 2016. Today, the company employs 800 people. Addverb was mainly active only in India until 2020, when the company opened offices in Australia and Singapore. A year later, projects were also requested in the United States and Europe. Addverb was eager for more after such a satisfying introduction to the global market. In order to achieve the planned growth in EMEA, the company inaugurated an office in Zoetermeer (Netherlands), in 2022, under the leadership of Feenstra. “We chose Zoetermeer because of the building. We are located on the Dutch Tech Campus in the former Siemens head office where we also have a showroom as well as a spacious business office.”

The automation market is booming. The demand as well as the offer. As a newcomer from India, how do you convince potential clients of the value of your solutions?

“In Europe, we are a bit more conservative than, for example, America. Europe likes references that are just around the corner. So, initially you need companies that want to look further. We sell directly in the Netherlands, England, Germany, the Middle East, and Scandinavia. We work with partners for Southern and Eastern Europe and we recently entered into a partnership with Element Logic for the products side. We also build up strong references through those partners.”

The main long-term challenge for the dozens of robotics companies is how to differentiate themselves. “Software will make the difference in the future.” Feenstra is convinced of that. Feenstra and Addverb therefore aim for robust software in addition to hardware. “We want to offer a complete solution, so we do both. But I am convinced that software will catch up with hardware, also because you will get more and more open interfaces. That is the reason why we strive to broaden our capabilities. Now we are mainly on the warehouse side, which includes healthcare and stand-alone software. We recently opened an office in Pune where 150 smart young engineers from various universities can develop our software solutions. A second branch in Delhi will follow soon.”

What are Addverb’s objectives in Europe and specifically in the Netherlands?

“Over the next five years, we want to achieve a turnover of 150 million euros in Europe. In the Netherlands in particular, we are aiming for 20 to 30 million in the coming years.”

Lights out Automation  

The logistics industry is undergoing a significant transformation as warehouse automation is becoming more and more prevalent. One of the most talked-about concepts in this industry is “lights out warehouse automation,” which refers to the practice of running a warehouse with little to no human intervention. This technology has the potential to significantly improve efficiency, productivity, and safety in the warehouse environment. 

To achieve a lights-out warehouse, different types of automation are needed, and two main types of automation are typically used: fixed and flexible automation. Fixed automation is designed to perform a specific task or set of tasks repeatedly, with little variation. This type of automation is often used in high-volume operations where tasks are well-defined, and processes are highly repetitive. Examples of fixed automation include conveyor systems, palletizers, and automatic storage and retrieval systems (ASRS). 

On the other hand, flexible automation is designed to handle a wider range of tasks and can adapt to changing conditions. This type of automation is often used in lower volume operations where tasks are less predictable, and the process is less structured. Examples of flexible automation include autonomous mobile robots (AMRs), collaborative robots (cobots), and automated guided vehicles (AGVs). 

To manage these different types of automation within a warehouse, a Warehouse Execution System (WES) is used. A WES is the software system responsible for controlling and coordinating the operation of different types of automation within a warehouse. The WES manages inventory, optimizes the flow of goods through the warehouse, and coordinates the movement of different types of automated equipment. 

In a lights-out warehouse, the WES is the central nervous system that controls everything. It receives information from sensors and other data sources throughout the warehouse and uses that information to make decisions about how to best allocate resources and direct the movement of goods. The WES also monitors the status of different types of automation equipment and can quickly adjust the operation of the warehouse to deal with unexpected events or changes in demand. 

The implementation of lights out warehouse automation provides several benefits, including increased efficiency, lower costs, and improved safety. By combining fixed and flexible automation and relying on a powerful WES to coordinate everything, warehouse operators can achieve a highly optimized and streamlined operation that can run with little to no human intervention. 

One of the most significant benefits of implementing lights out warehouse automation is increased efficiency. Automation systems can work around the clock, without breaks or downtime, allowing warehouses to handle more orders and increase output. By utilizing a combination of fixed and flexible automation, warehouse operators can ensure that they have the right technology in place to handle different types of tasks, both repetitive and unpredictable. 

Another benefit of lights out warehouse automation is lower costs. By reducing the need for human labor, warehouses can save significant amounts of money on wages, benefits, and other associated costs. Additionally, automation systems can operate with a higher level of precision, reducing errors and waste, further lowering costs. 

Finally, implementing lights out warehouse automation can also improve safety in the warehouse. Automation systems can take over dangerous or physically demanding tasks, reducing the risk of injuries and accidents. By utilizing a WES to manage the movement of different types of automation equipment, warehouse operators can ensure that everything is running smoothly and safely. 

In conclusion, the implementation of lights out warehouse automation using a combination of fixed and flexible automation, and relying on a powerful WES to coordinate everything, can provide significant benefits for warehouse operators. Increased efficiency, lower costs, and improved safety are just a few of the benefits that can be realized through the implementation of this technology. The logistics industry is rapidly changing, and those who invest in automation technology are poised to reap significant rewards in the years to come. 

Factors to Consider when Using AGVs for Material Movement

Automated Guided Vehicles (AGVs) are becoming increasingly popular for material movement in manufacturing and warehousing environments. These vehicles can be programmed to transport materials from one location to another, eliminating the need for human intervention. However, implementing AGVs is not a one-size-fits-all solution. There are several factors to consider when using AGVs for material movement. In this article, we will explore some of the key considerations that businesses should keep in mind when implementing AGVs. 

1. Type of Load 

One of the most important factors to consider when using AGVs for material movement is the type of load that needs to be transported. AGVs can be programmed to transport a wide range of loads, from small parts to heavy equipment. However, the type of load will affect the type of AGV that is required. For example, if the load is heavy, a larger and more powerful AGV may be required to transport it. 

2. Environment 

The environment in which the AGVs will be operating is another key factor to consider. The environment can have an impact on the type of AGV that is required, as well as the navigation and safety systems that need to be implemented. For example, if the AGVs will be operating in an area with low ceilings or narrow aisles, a smaller and more agile AGV may be required. 

3. Navigation 

Navigation is a critical component of AGV technology. AGVs must be able to navigate their way around a facility, avoiding obstacles and navigating around corners and other obstacles. Navigation can be accomplished in several ways, including laser guidance, magnetic guidance, and vision guidance. Each of these methods has its advantages and disadvantages, and the method chosen will depend on the specific requirements of the facility. 

4. Safety 

Safety is of the utmost importance when using AGVs for material movement. AGVs must be able to detect obstacles and avoid collisions with other vehicles and people. Safety systems can include sensors that detect obstacles, as well as warning systems that alert people to the presence of AGVs in the area. Additionally, safety protocols should be put in place to ensure that people are aware of the AGVs and know how to respond in the event of an emergency. 

5. Maintenance 

AGVs, like any other piece of equipment, require regular maintenance to ensure that they operate efficiently and safely. Maintenance requirements will depend on the type of AGV and the environment in which it is operating. Businesses should develop a maintenance schedule that includes regular inspections, cleaning, and repairs. 

6. Integration with Other Systems 

AGVs are often part of a larger material handling system that includes conveyors, sorters, and other equipment. Integration with these other systems is critical to ensure that the entire system operates efficiently. The AGVs must be able to communicate with other equipment, and the entire system must be coordinated to ensure that materials are transported to the correct location at the right time. 

In conclusion, AGVs are an excellent solution for material movement in manufacturing and warehousing environments. However, there are several factors to consider when implementing AGVs, including the type of load, environment, navigation, safety, maintenance, integration with other systems, and cost. By taking these factors into consideration, businesses can implement AGVs that are efficient, safe, and cost-effective. 




What You Need to Know About Ecommerce Supply Chain Management 

Ecommerce supply chain management is a complex process that requires careful planning and execution. One of the critical components of this process is warehouse management. With the rise of ecommerce, the volume of goods that must be stored and processed has increased significantly. To meet this demand, many businesses have turned to warehouse automation and robotics. In this article, we will explore the role of warehouse automation and robotics in ecommerce supply chain management. 

1. Understanding Warehouse Management in Ecommerce Supply Chain 

In ecommerce, warehouse management is the process of receiving, storing, and dispatching goods. It is a critical component of the supply chain, as it ensures that products are delivered to customers in a timely and efficient manner. 

Warehouse management involves several key tasks, including inventory management, picking and packing, and shipping. Each of these tasks can be time-consuming and labor-intensive. This is where warehouse automation and robotics come into play. 

2. The Benefits of Warehouse Automation and Robotics 

Warehouse automation and robotics have several benefits for ecommerce supply chain management. These include: 

  • Increased efficiency: Automated systems and robots can perform tasks faster and more accurately than human workers. This can reduce the time it takes to process orders, increasing the speed of delivery and improving customer satisfaction. 
  • Reduced costs: Automating warehouse operations can reduce labor costs and increase efficiency, which can lead to cost savings for the business. 
  • Improved accuracy: Automated systems and robots are less prone to errors than human workers, which can reduce the likelihood of errors in inventory management and order fulfillment. 
  • Greater flexibility: Automated systems and robots can be programmed to perform a wide range of tasks, providing greater flexibility in warehouse operations. 
  • Improved safety: Automated systems and robots can reduce the risk of workplace injuries and accidents, as they can perform dangerous tasks that would be hazardous for human workers.

 3. Types of Warehouse Automation and Robotics 

There are several types of warehouse automation and robotics that can be used in ecommerce supply chain management. These include: 

  • Automated storage and retrieval systems (AS/RS): These are computer-controlled systems that are used to store and retrieve products from a warehouse. They can be used to store products in a dense, high-volume configuration, which can save space and increase efficiency. 
  • Conveyor systems: Conveyor systems are used to move products from one location to another within a warehouse. They can be used to transport products between storage areas, picking stations, and shipping areas. 
  • Automated guided vehicles (AGVs): AGVs are robotic vehicles that are used to transport products within a warehouse. They can be programmed to follow a specific path and can be used to move products between storage areas, picking stations, and shipping areas. 
  • Robotic picking systems: Robotic picking systems use robotic arms to pick products from shelves and place them onto conveyor belts. They can be programmed to pick a wide range of products and can be used to increase picking speed and accuracy. 
  • Automated packing systems: Automated packing systems use robots to pack products into boxes or containers. They can be programmed to pack products in a specific way and can be used to increase packing speed and accuracy. 

4. Implementing Warehouse Automation and Robotics 

Implementing warehouse automation and robotics requires careful planning and execution. Here are some tips for getting started: 

  • Conduct a thorough analysis of your warehouse operations: Before implementing automation and robotics, it is essential to conduct a thorough analysis of your warehouse operations. This will help you identify the areas where automation and robotics can be most effective. 
  • Choose the right technology: There are many types of warehouse automation and robotics available. Choose the technology that is best suited to your specific needs. 
  • Consider the impact on human workers: Introducing automation and robotics can have an impact on the human workforce. It is important to communicate the changes clearly to your workers and provide them with training on the new technology.


Why airports are investing in automation

Airports are the gateways to the world, serving millions of passengers every year. With the ever-increasing demand for air travel, airports are continually looking for ways to improve their operations and customer experience. One of the ways airports are achieving this is through automation. In this article, we will explore why airports are investing in automation and the benefits it offers. 

1. Improved Efficiency 

Automation helps to streamline airport operations, making them more efficient. By automating processes such as baggage handling, check-in, and security, airports can reduce wait times, decrease passenger congestion, and improve the overall customer experience. 

For example, automated baggage handling systems can sort and transport bags faster than manual methods, reducing the likelihood of delays or lost luggage. Similarly, self-check-in kiosks can help passengers to check-in quickly and easily, reducing the time spent in lines. 

2. Increased Safety 

Airports are high-risk environments, with numerous safety and security regulations to follow. Automation can help to ensure compliance with these regulations, improving safety for passengers and staff. 

For example, automated security screening systems use advanced technology to detect potential threats, such as weapons or explosives. This technology can scan passengers and luggage quickly and accurately, reducing the likelihood of false alarms or missed threats. 

3. Reduced Costs 

Automation can help to reduce costs for airports, improving their financial performance. By automating processes such as baggage handling and check-in, airports can reduce their staffing requirements, saving on labor costs. 

Similarly, automation can help to reduce the likelihood of errors or delays, reducing the need for costly overtime or rework. By optimizing operations, airports can also reduce their energy consumption and maintenance costs, further improving their financial performance. 

4. Improved Customer Experience 

Airports are always looking for ways to improve the customer experience, and automation can help to achieve this goal. By reducing wait times, improving safety, and providing better services, automation can help to create a more positive experience for passengers. 

For example, self-check-in kiosks can help passengers to avoid long lines, reducing stress and frustration. Automated baggage handling systems can also reduce the likelihood of lost luggage, improving the overall experience for passengers. 

5. Better Data Management 

Automation can help airports to collect and analyze data more effectively, improving their decision-making processes. By collecting data on passenger traffic, flight schedules, and other factors, airports can make more informed decisions on staffing, equipment, and facility management. 

For example, automated systems can track passenger traffic through the airport, providing valuable insights into peak travel times and areas of congestion. This information can help airports to allocate resources more effectively, reducing wait times and improving the overall customer experience. 

6. Increased Capacity 

Automation can help airports to increase their capacity, enabling them to serve more passengers and flights. By automating processes such as baggage handling and security, airports can process more passengers in less time, reducing the likelihood of delays or congestion. 

For example, automated baggage handling systems can process bags faster than manual methods, allowing airports to handle more flights and passengers. Similarly, automated security screening systems can process passengers more quickly, reducing wait times and enabling airports to serve more flights. 


In conclusion, airports are investing in automation to improve their operations, reduce costs, and provide a better experience for passengers. By streamlining processes, improving safety, and collecting better data, automation can help airports to optimize their operations and achieve their business goals. As air travel continues to grow, automation will play an increasingly important role in the success of airports around the world. 

Robots that add intelligence to your warehouse

The use of robotics in logistics keeps increasing and robots are becoming a lot smarter than they used to be. Vincent Rijnaars, Head of Sales Benelux at Addverb, shares his take on robotic warehouse applications and the brain behind it. 

Considering staff shortages, increasing production costs, and changing market needs; more and more businesses are moving towards a higher degree of automation for their facility. As an end-to-end warehouse automation solutions provider, Addverb adds value to businesses by delivering in-house developed hardware and software. We distinguish ourselves from competitors by delivering innovative automation solutions, combining the latest flexible systems like AMRs (Autonomous Mobile Robots) and AGVs (Automated Guided Vehicles), with traditional fixed solutions such as shuttles and conveyor systems.  

Asking the right questions

As global commerce witnesses newer challenges everyday, it is understandable that businesses are looking for quick returns on investment. Business owners are no longer willing to invest in fixed automation with huge infrastructure; instead they are looking for flexible solutions with mobile robots. According to Vincent, the key to successfully incorporate robotic material handling into logistics is to ask the right questions. This means considering a number of factors like the purpose of automation, the process which needs to be improved, and the nature of automation that is feasible from an ROI perspective, etc. Addverb’s flexible AMR solutions can be suitably used for internal transport, storage, and picking processes. Traditionally, robots have been used for repetitive transportation of goods between two points. However, with rapid innovations in automation, robotics is offering Goods-To-Person applications and returns handling processes in e-commerce logistics. 

Flexible systems 

Configurability in Addverb’s flexible automation solutions is a key advantage which allows us to use the same robots for multiple industry applications. Addverb’s AMRs can be customized by converting the top load unit with an accessory suitable to perform the intended task or handle the requisite payload. This flexibility also helps deliver automation solutions for multi-customer sites. Also, Addverb’s software is customizable to cater to different workflows, enabling robots to identify the customer they are handling, and adjust their parameters accordingly. 

Fleet Management System  

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Robots are just one part of the automation solutions. Without a robust software to manage the robots, the automation shall be of no use. Addverb’s FMS (Fleet Management System) is the brain behind our mobile robots allowing them to be controlled effectively. Based on advanced algorithms, the FMS can respond to unforeseen circumstances, such as rerouting of robots around obstacles and management if the entire fleet of robots. Standardized communication protocols are used to manage all the robots working in the warehouse, allowing control of the entire fleet of Addverb’s mobile robots along with other mobile robot systems. 

Seamless integration 

Addverb’s solutions are designed for quick integration into existing systems. Because we ship pre-assembled robots, the time spent for installation on site is minimal. It becomes even more important when the customer requires scaling its existing fleet of robots with additional robots. New robots immediately connect to the FMS, which provides them with the most recent information about routes and tasks, as well as everything the other robots have learned so far. As a result, the robots immediately start working with no need for ‘training’. 

Addverb is playing a crucial role in industrial automation, leading the adoption of robotics worldwide. By providing end-to-end automation solutions with an innovative blend of fixed and flexible systems, the company is helping its customers to automate their warehouses, improve efficiency and scale operations.  

This blog is based on an article originally posted on Logistiek.nl 

Blogger’s Park: There’s no going back

In the current age of digitisation, marketing trends have emerged as companies are also becoming tech-oriented even in terms of the marketing. Satish Shukla, Co-founder & CMO, Addverb Technologies, mentions the key technologies that are shaping up the future of how brand communicate:


With the ultra-fast 5G network becoming the backbone of more intelligent systems and processes, emerging technologies like AI, IoT, AR/VR will see a boost. The low-latency connectivity will enable all processes to be managed remotely with all the infrastructure being monitored and automated. Businesses will come one step closer to creating more efficient processes while reducing redundant or mundane tasks.

Customer Experience

How companies manage their customers and their experience is how business drive revenue. It is imperative that businesses need to prioritise customer service and experience more. Technological advances would make it easier to add value to the experience and
enhance it.

Artificial Intelligence

Artificial Intelligence is a major contributor to our day-to-day lives. AI’s capabilities can determine customer behaviour and map out insights. With AI, getting to the plan of action and executing it becomes ten folds easier and helps broaden the target audience and capture them well.


Today, everyone knows how businesses function and the adverse impact they have on the environment. It’s high-time businesses start making more sustainable and environment friendly decisions, which would definitely enhance the customer’s trust for the brand.

Tracking Robotics Co. Addverb’s Progress Post Reliance Acquisition

Since the steppingstone of the first manufacturing facility, Addverb Technologies, the global robotics company is bracing for its second manufacturing plant, in the heart of Greater Noida.With Reliance on-boarding as a strategic partner in 2022, Addverb has observed an exponential growth with expansion especially across industries like FMCG, E-commerce, and Logistics.

The robotics company aims to become a dollar billion company in the coming 5 years, and is establish a new state-of-the-art new manufacturing facility in Greater Noida to cater to the surged demands of Mobile Robots and Warehouse Automation Systems. The facility spread in an area of almost 15 acres, will have a capacity to produce 60,000 robots of varied categories per year.

Sangeet Kumar, CEO & Co-founder, Addverb also mentioned how the company has grown in the past 6 years and the strong presence it has in e-commerce and FCMG companies in India. In the short term, they’re targeting to seep into the pharma, electronics, automobile industries. In the long term, not only do they plan on becoming a billion dollar company, but also automate the healthcare sector and automate baggage handling in airports.

Key reasons behind the increased demand for piece picking robots: Sangeet Kumar, Addverb Technologies

E-commerce or online commerce is buying and selling of goods or services online – from the internet. The rise of internet over the recent years, has contributed a lot to the growth of the ECommerce industry. With this current era of digitisation, the e-commerce industry is expected to go through an exponential growth in the coming future. 

According to the India Brand Equity Foundation, “India’s e-commerce sector is estimated to reach US $111 billion by 2024 and USD $200 billion by 2026. The rapid surge in the e-commerce industry has led to the industry giants to innovate their ways to meet customer expectations and deliver the ever-increasing orders on time. This is where the industry giants have switched towards automated warehouses and adopted robotics solutions or picking technologies to meet the customer requirements. 

For order fulfilment, piece-picking operations are the most time consuming and redundant. To utilise their workforce better, adoption of piece-picking technologies, like piece-picking cobots and Pick-to Light and Pick-by-Voice solutions are on the rise, which help the warehouse worked fulfil the picking operations faster and more accurately. 

Piece-picking robots autonomously selects the each with the help of QR codes and moves the each to the order collection bin. Incorporating a piece-picking robots to E-commerce industry’s intralogistics ensures boosted productivity, high throughput, increased accuracy, and saves lot of time and cost. 

Sangeet Kumar, CEO, Addverb Technologies also mentions the reasons behind the increased demand of piece-picking robots. 

Sangeet Kumar, CEO And Co-Founder, Addverb Technologies

Addverb Technologies, a global robotics company, based out of India, provides an array of warehouse automation solutions, combining fixed and flexible automation, using their wide portfolio of products like Mobile Robots, ASRS, Picking Technologies, and Enterprise Software including Warehouse Management Software.

Addverb has a four-pronged approach to provide solutions for the warehouse, which starts with discovering the customer’s requirements, designing a tailor-made automation solution that is adept for their intralogistics, delivering and executing the project timely, and providing dedicated support even after the project deployment.

In a conversation with Mr. Sangeet Kumar, CEO, Addverb Technologies he mentions how Addverb provides world-class automation solution backed on cutting-edge upcoming technologies like AI, ML, IIoT, etc. Talking about the key trends, he mentions how FMCG and F&B companies are switching to automated warehouses and distribution centres to fulfil customer requirement on time and futureproof their warehouses. He also mentioned how mobile robots like AMRs and AGVs, cloud-based warehouse management software and Internet of Things is going to shape the future of the robotics industry.

When asked about the company, Addverb Technologies, he mentions how the company has progressed over a mere span of 6 years, and how a strategic funding from the Fortune 500 conglomerate Reliance Industries, enabled them to expand into the global markets, and open a new
manufacturing facility which will be one of the world’s largest mobile robot manufacturing facilities.