05 June 2020

Interaction- Shalabh Chaturvedi, Head of Marketing, Case India

CASE India aspires to grow faster than the industry, which we have done in last two years as well


CASE India has a full line of powerful and robust equipment for road construction and general construction.  CASE India has been a leader in the compactor's segment which forms the lifeline of any road construction activity. SHALABH CHATURVEDI, HEAD MARKETING, CASE INDIA, talks exclusively to CONSTRUCTION OPPORTUNITIES about his company’s product offerings for road construction.




Briefly give us an overview of the road construction equipment industry, the latest technology trends and the current business drivers?


At present road construction is growing at a significant rate. In the FY18, highway construction has hit a record high 10,000 km. Infra development has always been a priority for the government. In the 2017 budget, the government had increased the total allocation in the infrastructure sector by over 10 per cent. In the budget 2018, the government has recognized several road projects along the international inland territorial borders of India under the ambitious Bharat Mala project. This, in addition to the work being executed by the Border Roads Organization, will help build road infrastructure in these areas at a rapid pace.




What are the products offered by your firm to support India’s road construction plans? Cutting edge technology featured in your machines?


CASE India has a full line of powerful and robust equipment for road construction and general construction. CASE India has been a leader in the compactor’s  segment,which forms the lifeline of any road construction activity.


In compaction segment, CASE is the only company to sell more than 11000 compactors in Indian market. If we talk about Vibratory tandem compactor, we have recently launched CASE 752EX (9T Class) & 450DX mini compactor (3T Class). In Soil compactor we have three variant of 1107EX in 11T class (Standard, Drum Drive and Pad Foot drum)


The loader backhoe is the most popular construction equipment sold in India. CASE India is among the top players in this segment and has a wide offering for its customers ranging from 76HP to 96 HP. The company recently upgraded its offering to PRO series loader backhoe with higher productivity and better fuel efficiency. The series was launched during EXCON'17 along with “EX Series -only loader” which is customized for the Indian market. Customers can choose upon what suits them the best according to the specifications.


In motor grader’s segment, we have two models, 845B with FPT dual horsepower (150-173HP) mainly for Road segment and 865B with FPT triple horsepower (193-205-220HP) mainly for mining application. Variable horsepower engine technology is unique feature for Indian market and only available with CASE graders.


We are the first company to launch Hydrostatic Dozer in India. We have 3 models of Crawler Dozer, imported from Brazil powered by electronic FPT engine, CASE 1150L (130HP), CASE 1650L (156HP) and CASE 2050M (232 HP).


CASE India machines are known for its excellent fuel efficiency, easy Serviceability, due to single piece engine hood and bests in class service and parts support from over 69 dealers and more than 240 touch points.



Give us an understanding of their key features in terms of safety, ease of operating your machines, operator comfort, cost efficiency etc. their specific advantages.


Operator comfort and safety are the most important factors to get optimum productivity from machine. Keeping operator comfort and safety in mind, major CASE’s product offerings are equipped with closed air conditioning ROPS cabin whereas most of CASE’s competitors are providing open canopy.


CASE India’s equipment are powered by FPT Industrial engine which has introduced new features that raises the bar of performance and deliver market leading fuel economy and power. To increase the machine’s durability, CASE focuses on the use of quality engines along with regular maintenance across their equipment which helps deliver excellent fuel efficiency.


CASE India’s engines are equipped with turbocharger waste gate control mechanisms with Internal Exhaust Gas Recirculation system (IEGR) to minimise the Emissions (like Nitrogen Oxides and Hydro Carbons) and protect the environment.




Are you looking to add new equipment to your existing product portfolio?


CASE India brings in latest technologies and solutions for better performance and comfort. While CASE has recently launched its 752 EX Vibratory Tandem Compactor and the PRO Series “Loader Backhoe and Only Loader” in EXCON 2017, we are always in process of updating our machines. Will keep you posted as and when there would be any development.




What are the trends driving purchase or hire of road construction equipment market in India?


Indian market is one of the toughest markets in the world because of the Cost/Quality Metrics which the Indian customers apply. Also localisation is becoming more and more key factor if you really have to break into the Indian market. Price control is eventually driven by cost control, that’s how you are going to realise that. So Indian market is tough, but it is also growing. It has not reached the matured market stage but you can see that a lot of growth is coming from first time buyers and first time users. 50 per cent of the market is still first time buyers and first time users, especially in the loader backhoe segment.




What is the company’s approach to implementing the ‘Make in India’ drive?


Make In India is an ambitious project and a very important one too. India as an economy is dependent on agriculture and service sector. Manufacturing is a part of the service sector hence is important as it creates a scope for jobs. So, Make In India is a boost for the manufacturing sector in India.


For us, as a multinational company, we are increasing our footprint in India. India is the only place wherein the quality and pricing are evenly poised so it is a sweet spot for us and our manufacturing facility at Pithampur is testimony to our commitment to ‘Make in India’.




How do you expect the market to shape up for the industry through 2018 onwards?


In 2018, the overall industry in India is expected to grow. In 2017, Loader backhoe segment grew nearly by 10 per cent and other segments like road and infrastructure grew by 20 per cent.


We are expecting similar level of growth in 2018. GST should now facilitate the growth after it being reduced to 18 per cent. As a part of government’s Make in India policy, we are doing a lot of manufacturing in India and are also exporting and using India as the manufacturer’s hub.


We can say a lot of support is received from the government in doing that.




Future outlook for the industry and from a company perspective


We aspire to grow faster than the industry, which we have done in last two years. There is still a massive amount of work yet to be done in the country, and this will call for large volumes of equipment to complete it.


We are ready with our range of construction equipment products and considering the set of conditions prevailing in the country and other foreseeable factors at this moment, we expect the market will follow an upward trend in the coming years as well.




Please provide details on your emphasis on technology, research, design and innovation?


CASE’s R&D team constantly endeavors to develop clever innovations to make equipment more fuel efficient for reducing emissions on the environment. The company has introduced Eagle Eye Telematic System, a real time vehicle tracking and communication based on GPS technology that helps deliver better value for money.


Compaction meter: where on screen operator can check amplitude, frequency and ICV (intelligence compaction value) which is related to density of soil compacted. This ICV value will be different for difference surface. Once desired density is achieved, there will be green signal on screen so that operator can stop compaction and avoid over compaction. Hence there will be saving of fuel, time and can avoid damage of surface.


With technology coming into the picture there would be improvement in the quality of work and the Cost savings & profitability would be more. Realising the importance of technological upgradation and innovation, construction equipment companies are increasingly taking actions and the results are fast and efficient equipment.



Leave a Comment

Email Address
(will not be published)