Monday, June 21, 2021

Interaction- Sandeep Mathur, Brand Leader, CASE INDIA



      Our customers are aware that CASE guarantees peace of mind




CASE India is a premium brand offering a whole range of top line machines in India. The company has an extensive network of over 70 dealers with nearly 300 plus touch points spanning the length and breadth of the country to support the products with spares and service even in remote locations. In an exclusive interview with CONSTRUCTION OPPORTUNITIES, SANDEEP MATHUR, BRAND LEADER, CASE INDIA, spoke about the latest technology trends in the excavator industry, aftermarket services, demand drivers and a lot more.





Give us an over view on the excavators industry, latest technology trends and market dynamics.


The construction equipment market in India has grown considerably in the last few years and continues to do so. According to Off-Highway Research the pandemic came with a lot of highs and lows for the construction sector. As the projects are coming along the report says that the long term future trend remains positive and demand is expected to grow with a CAGR of 16 per cent during 2021-2024 and reach 25,000 units in 2024. Excavators account for bulk of revenue at present and with the support of the government the demand of the excavator market will increase doubly. The government post-lockdown has announced more projects and initiatives to alleviate the delay in the commencement of road projects. All these factors will contribute to the growth of the market in the near future.


Currently, digitalization is bringing the fourth industrial revolution aka Industry 4.0 in the country. It is combining traditional manufacturing with digital tools to allow collaboration in real time. According to a report by Mckinsey, by harnessing industry 4.0 tools like IoT, AI and automation, processes will see 30 to 50% reduction in machine downtime; 15 - 30% improvement in labour productivity; 10 to 30% increase in throughput; and 10 to 20% decrease in the cost of quality.  At CASE India we believe in producing quality products with superior technology and will continue to do so.



What has been the impact of Covid-19 on your business and what are your strategies to overcome these sluggish market conditions and expand market share.


COVID 19 has not only affected different businesses worldwide, it has affected multiple aspects of a business such as manufacturing, supply chain, sales, delivery etc as well. It led to constraints and uncertainties in every aspect which had to be redressed individually with a lens of safety and precaution. At CASE, we adapted quickly to the situation and introduced new protocols and processes to improve safety and maintain efficiency. We are now engaging with our employees and customers on multiple digital platforms and are also creating new avenues to further this interaction. Our dealers are being trained digitally as well. Even during these challenging times, we ensured our customers’ needs are met and delivered parts and schedules services keeping all safety precautions in mind.


Through our financial arm, CNH Capital, we’re offering lucrative schemes that can help potential customers in buying equipment. We have also introduced a 48 hours loan approval policy to facilitate easy loan service.  Currently, we’re also working on bringing our recently launched excavator to the markets, for our customers.



Tell us about the range of excavators offered by you, in terms of types, capacities and applications. Cutting edge technology featured in your machines. What distinguishes your excavators from competitors.


We launched our CX220C in Excon 2019 last year. This 22-ton excavator is specially designed for the Indian terrain and delivers faster cycle times and higher productivity. This is a long arm hydraulic excavator which does the job with maximum precision and efficiency and is designed for tough applications like stone quarry, road and general construction and earthwork. Its robust design and versatile nature makes it a multipurpose machine, which can finish the job easily and within minimum time. Its advanced hydraulic system offers higher breakout forces, improved swing speeds and greater swing torque, resulting in faster cycle times and 5% increase in productivity. It develops a gross power of 117 KW (157 hp) and peak torque of 622 Nm at 1800rpm. The gauge function of this excavator ensures continuous monitoring of the fuel consumption which helps in attaining up to 4% better fuel efficiency due to hydraulic system control and 6% better efficiency from FPT engine.


The excavator  also have 5 energy saving controls that help in constant consumption monitoring & ECO gauge function, keeping you updated about the machine’s engine consumption. This excavator focus in providing comfort to the operator. The HVAC cabin has an integrated 7-inch LCD Monitor for real time parameter monitoring. An on board diagnosing system is added to the machine that gives a full measure or status of the machine with notifications on issues or need for repair. Incorporated with an ergonomically designed mechanical seat which has 8 different adjustments it enhances the operator comfort and hence productivity. A system of vibration dampening is also introduced which protects against whole body fatigue and gives maximum productivity.


It is equipped with CASE Intelligent Hydraulic System (CIHS) that delivers impressive machine control with unrivalled energy and fuel savings in all cycle time phases. The lower cost of ownership also comes with longer service intervals. Another plus is the easy maintenance from the ground level for user comfort and faster service times.




Factors such as safety, operator comfort, ease of operations are crucial in any excavator. What are the steps undertaken by you for providing the same.


At present, all CASE India equipment is furnished with advanced in-built safety features. CASE India Excavators are equipped with a closed HVAC cabin with rollover protective structure (ROPS). ROPS is designed to protect equipment operators from injuries that are caused due to machinery overturns/ rollovers or from objects which can fall on the operator from above. The cabin includes an ergonomically designed seat which provides a better lever position to assure the safety of the operators. Visibility of the site and surroundings is important to ensure the safety of the operator as well as the people on the site. CASE India’s R&D team put special focus on providing outstanding visibility for the operators through its wide glazed windows present in our equipment and an open able roof window to give better visibility on the top. Additionally CASE India, also provide smart features like Eagle Eye Telematics solution, which provide information and alerts regarding the equipment and comes with a Geo-fencing feature to control and monitor movement of the machine. 



Aftermarket services as a strategic differentiator.


At CASE, we care about our customers and their business as well. So to decrease downtime and increase productivity for our customers, we have a dedicated aftermarket team which provides quality parts and services.


CASE offers optional extended warranties and service support, so customers can use their machines more confidently knowing that CASE will support them through the machine’s lifecycle. CASE Care is a cost-effective service contract under which we pro-actively monitor the machine which helps in preventive maintenance. CASE Protect is a comprehensive extended warranty which ensures expert care, round the clock availability and hassle-free operations.


For Fleet owners, Case offers Maintenance Contracts with dedicated service manpower available at site to ensure uptime. In terms of spare parts and product support, we have a good amount of stock supplies at key locations and even in these challenging times we are delivering parts and scheduling services via our comprehensive dealer network, keeping all the safety precautions in mind.


Case Sitewatch is also monitored by Case After Market team, to ensure that timely action can be taken in case of any potential disruption in working.


Our customers are aware that CASE guarantees peace of mind and can vouch for our commitment to their business and the fact that we’re always ready to go the extra mile for them.



Which sectors are major demand drivers for your excavators.


The excavators have a very wide range of applications in all types of construction and mining activities. They are used by quarry operators and aggregate producers (including sand, stone, granite, marble, and limestone) ,General Construction, Coal and Metal Mining . According to Off highway research for excavator, the rental market will be a major demand driver for excavators, it will also flourish with the increase in construction activity. Projects like Sagarmala and Bharatmala, where our other products are already deployed, are a result of that. Increased Infrastructure, growing construction demand and regular bidding of projects are some of the crucial drivers for Excavators.



Your strategy to play in a price sensitive market.


At CASE, we’ve identified different customer segments basis their primary needs and used this information to create specific offerings for them. There are two key factors while making a purchase: productivity and cost. So, for customers who are price conscious, we offer great loan offerings and interest rates. In order to make our machines more accessible to our customers even during the pandemic, we boosted our capital availability through our financial arm CNH Capital and also introduced new schemes, for instance our customers could buy an equipment and pay the cost after 90 days. We also offer timely lucrative schemes with our products to drive their purchase further.



Any new model launched or being launched. Detail us on the same.


As mentioned earlier, we’ve recently launched our first ever excavator CX 220 LC. It was launched last year at Excon 2019. The 22-ton excavator is specially designed for the Indian terrain and delivers faster cycle times and higher productivity. This is a long arm hydraulic excavator which does the job with maximum precision and efficiency and is designed for tough applications. With its closed HVAC cabin and powerful FPT engine, it is highly suitable for stone quarry, road and general construction and earthwork. Currently, we are focusing on introducing CHEX in the Indian market, for our customers use.



Future outlook from an industry perspective and company ?


The government has been persistently working on making India a manufacturing hub for construction equipment and has announced several projects for the infrastructure sector. NHAI has identified 1,500 km of road projects to boost coastal connectivity. This will boost the sector with immense opportunities. Additionally, Finance Minister Nirmala Sitharaman has hinted towards incoming of more projects in the `111 lakh crore National Infrastructure Pipeline. The total of 7,000 projects have been identified under the National Infrastructure Pipe line projecting investment of `111 lakh crore during 2020-25.


Meanwhile at CASE India we have adapted well to the new normal. We are adhering to the social distancing norms and putting safety of our employees and customers first. We’ve started engaging with them on multiple digital platforms and are also creating new avenues to further this interaction. Our dealers are trained digitally and we’ve also introduced multiple financial offerings to ease the burden for our customers.


All our facilities have been sanitized and work is being carried out while keeping all safety norms in mind.


We are positive that the sector will recover. It may be slow but it will be a full recovery nonetheless.

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