In an exclusive interaction with Dhiyanesh Ravichandran, CASE India’s Brand Leader Puneet Vidyarthi shares his insights on the current market scenario of construction equipment and growth ahead in the domestic market, while also sharing information about the technological and brand progress achieved by his company, which will be highlighted at the EXCON 2019 trade show
CASE India has been in operation since 1989, initially as a technology provider, then as a joint venture partner of an Indian company and finally as a fully-owned subsidiary of CNH Industrial. Today, the brand is a leading OEM in India, offering a wide array of construction equipment across all demanding product segments.
Excerpts from the interview:
What is your immediate outlook for the Indian construction equipment (CE) sector? How is the market performing in the current fiscal considering the current economic slowdown and what are your predictions for the next year?
We have been witnessing a mixed market in the current year, yet the push from the government’s end provides some optimism to the construction sector. In a bid to further boost the country’s infrastructure, it has set up a task force to draw up plans for developing infrastructure projects worth Rs. 100 lakh crores ($1.4 trillion) over the next five years. The National Highways Authority of India (NHAI) has been spending nearly Rs. 70,000 crores annually on road construction, while also trying to involve private investments to resolve the current economic crisis. With steps taken to improve the monetary downturn in the sector, we expect some stability in demand in the near future. Therefore, with support coming from the right quarters, the industry will be able to pull through this slowdown.
What are the expected growth figures of CASE India this fiscal and segment-wise growth this year?
Since a sluggish pace has taken over the Indian economy, individual sector growth has been affected and deteriorated. We expect this phase not to last too long and with the kind of reforms being taken into consideration, the conditions will soon change. CASE India has been in sync with the industry by providing best-in-class heavy duty equipment range. In the near future, we aspire to grow faster and find a better position in the overall product segment.
How is the domestic market responding to your new products, namely, 1110 EX soil compactor, motor graders and Eagle Eye telematics?
We at CASE India take any sort of feedback diligently and work on it immediately. The feedback we have received from our customers for our recent products has been very positive. The domestic market has been kind and the overt response it has given to our product range is motivating. We strongly believe in designing everything around our customers – be it bringing innovation to our product range based on customer feedback, after-sales services or on-ground support. Gathering customers’ insights on defining and improving products is at the core of our business. We are in regular touch with our customers for their specific preferences and incorporate the same in our machinery for efficient output.
In terms of adopting new technologies for the Indian market, what is the progress that CASE India has made in the last one year?
Our research and development team constantly endeavours to develop clever innovations to make equipment more fuel-efficient and bring in latest technologies and solutions for better performance and comfort. Recently we upgraded our range with Eagle Eye telematics, a real-time vehicle tracking and communication system based on GPS technology, which can help keep track of any machine. For instance, if the machine is running out of fuel or working far away from its prescribed geographic limits, it automatically sends a message or an alert to the concerned person.
CASE India has also added our flagship soil compactor with ROPS-FOPS HVAC cabin 1110 EX-D and a centre pivot model with 96 HP FPT powertrain in the loader backhoe range. Apart from this, our leading products, including 450 DX mini compactor, loader backhoes (770 EX-Pro, 770 EX Magnum-Pro and 851 EX-Pro), 865 B motor grader, 2050 M crawler dozer and SR 130 skid steer loader have also been tweaked with certain upgrades. Looking at the nature of these products, we still have many milestones to cross in the construction equipment segment. We are consistently working to improve ourselves on a daily basis to meet the customers’ needs and present them with the desired output.
How are advanced technologies like telematics adding value to the CE industry? How is CASE India strategising its progress in this regard?
Modern technologies are helping various sectors in the industry to progress at a much faster rate. Technological updates will not only revolutionize the practice of designing in the industry but also bring a surge in sales. The objective is to gain from the technology available now and to that extent the construction industry is picking up pace and upgrading its research and development activities. In order to stand out in the market, CASE India focuses on infusing technologies like automation, IoT, AI and advanced controlling system in our machines.
What is your long-term strategy for the Indian market? How do you see CASE India growing in the next five years?
In the long run, CASE India aims to expand its business and serve customers according to their demands. The CE market is expected to show a positive outlook by 2020. The domestic construction industry has become a driving force due to various Central Government initiatives and investor-friendly policies. We predict greater sales for us and a market research report corroborates the same. To enable easy access for customers to interact with dealers and after-sales service teams, we have established an extensive network of around 70 dealers with nearly 300 touch-points pan-India with spares and service accessibility even in remote locations.
The government is mulling over stringent emission norms for construction equipment. What is your take on that? Is CASE India ready for new emission norms?
Stringent emission norms will affect the CE market initially with change in cost and procurement of aggregates. The difficulty would be there for a while, but we have to see the larger picture. CASE India has always championed conservation of environment; we are working internally on the machinery to make them more environmental-friendly and amicable with the industry norms of India.
What is your take on alternative fuels and hybrid technologies for CEs? Are there any prospects for them in India?
The concept of hybrid and electric-powered operations is globally accepted and flourishing. However, it will require serious efforts, efficient research and development and technology implementation to bring them to the Indian CE manufacturing landscape. Our research and development team is constantly working to give the best products to the public.
What are your plans for EXCON 2019?
EXCON 2019 is the largest construction equipment trade fair held in South Asia. This year, we are hoping to witness greater number of exhibitors, participants and industry veterans to participate as compared to the last edition. It is an ideal platform for networking, investment and the exchange of ideas. We will be showcasing our entire product range. Visitors can interact with our team at Booth OD 75.