Puneet Vidyarthi, Head Of Marketing And Business Development, India & Saarc, Case Construction Equipment
CASE is one of the leading brands in the global as well as domestic construction equipment market. The company offers excellent quality equipment for quarrying & mining, road and highways infrastructure development, building construction, agriculture and equipment for other construction applications. In an exclusive interview to CONSTRUCTION OPPORTUNITIES, PUNEET VIDYARTHI, HEAD OF MARKETING AND BUSINESS DEVELOPMENT, INDIA & SAARC, CASE CONSTRUCTION EQUIPMENT, gives an overview on the CE industry, new launches and a lot more. CASE is one of the leading brands in the global as well as domestic construction equipment market. The company offers excellent quality equipment for quarrying & mining, road and highways infrastructure development, building construction, agriculture and equipment for other construction applications. In an exclusive interview to CONSTRUCTION OPPORTUNITIES, Puneet Vidyarthi – Head of Marketing and Business Development, India & SAARC – CASE Construction Equipment, gives an overview on the CE industry, new launches and a lot more.
Give us an overview and market dynamics in the construction equipment industry.
The present condition of the construction equipment manufacturing sector indicates a prolonged period of expansion. Notably, in the last two fiscal years, the industry has demonstrated substantial overall growth, ranging from 18% to 20% across various types of equipment. Among the leading global markets, India stands out as the fastest-growing, driven by a strong emphasis on infrastructure development as a key driver for the country’s growth.
In the recent Interim budget, the government has opted to raise capital expenditure by approximately 11%, reaching around `11 lakh crore, which accounts for 3.4% of the GDP. This marks the fourth consecutive year of such an increase. This decision not only promotes sustainable long-term growth but also contributes to strengthening the country’s infrastructural foundation.
India has set an ambitious goal of investing `143 lakh crore in infrastructure development over seven fiscal years until 2030, marking a two-fold increase from the `63 lakh crore spent in the previous seven years starting in 2017, according to a recent report. This initiative has instilled confidence among construction equipment companies, leading to increased investments in the country’s growth potential. Currently, India’s construction equipment market is the third-largest globally and is poised to become the second-largest by 2030.
Detail us on the new products launched or being launched in the near future.
During EXCON 2023, we showcased products featuring upgraded emission standards BS V (CEV/TREM), which will be implemented across all our machinery in the coming year. Specifically, the introduction of the new Skid Steer loader will commence with one module, followed by the rollout of various models. We have also outlined a significant investment of $20 million over the next eighteen months, with a primary focus on the development and introduction of new products. The initiative also designed to align the company’s product range with current and upcoming emission norms.
Tell us about the indigenization efforts undertaken by the company to meet the market requirements? What is the company’s approach to implementing the ‘Make in India’ drive?
An integral part of the CASE Construction’s operations in India revolves around Making in India, for India and the world. We have a strong commitment to self-reliance and local manufacturing, with a significant majority of our products achieving over 75% indigenization. Furthermore, CASE’s Vibratory Compactors and Loader Backhoes, surpasses the 90% localization mark. In pursuit of advancing localization, CASE actively encourages its suppliers to establish a presence the Pithampur industrial zone, where our state-of-the-art manufacturing plant is located. Currently, an impressive 70% of suppliers are strategically located within a 10km radius of the plant. This localized supplier network enhances operational efficiency, reduces logistical complexities, and strengthens collaborative efforts, reinforcing the company’s commitment to the ‘Aatmanirbhar Bharat’ and ‘Make in India’ objectives.
Furthermore, the Pithampur plant, is one of the global manufacturing hubs for the company, serving as the exclusive manufacturing plant in the Asia-Pacific region. CASE aims to increase the plant’s capacity to 10,000 units within the next year, positioning the Pithampur facility as the second-largest factory for CASE globally.
Factors such as safety, operator comfort, ease of operations and skilling operators are crucial. What are the steps undertaken by your company for providing the same?
Safety and control are paramount in our equipment models, exemplified by the steadfast commitment to operator well-being and environmental preservation, such as the 770EX Loader Backhoe series. Our machines feature advanced safety elements, including cutting-edge telematics for real-time monitoring, an audio-visual warning system with over 25 alerts, and an integrated engine protection shutdown mechanism to minimize downtime and potential risks.
In our cabins, spacious design and clear visibility ensure operators have an unobstructed view of their surroundings. We prioritize operator comfort and productivity, evident in ergonomic seats and intuitive controls within a conducive working environment. Embracing environmentally conscious practices, our machines incorporate features like Eco Mode and Auto Idle to enhance fuel efficiency and reduce noise levels, contributing to a safer and quieter working atmosphere.
In our newly introduced Skid Steer Loader (SR175B), operator safety features have been elevated to new heights. The ROPS/FOPS cab sets an industry standard with unparalleled visibility through a large glass area, ultra-narrow wire lateral protection, and a lowered threshold. Operator comfort is prioritized with a wide door, convenient grab handles, and suspension seats within the closed cab, effectively reducing noise and dust for a pleasant working environment.
At CASE, we acknowledge the significance of enhancing skills, and we have implemented various measures to ensure our operators receive top-notch training. Our establishment, the Skill Development Center – Hunar, is exclusively dedicated to training operators in Loader Backhoe operations. This initiative aligns with the Skill India Mission of the Central Government, aiming to train 240 professionals annually. The training program encompasses essential categories such as technical skills, product and process knowledge, health and safety, soft skills development, basic computer knowledge evaluation and certification. Additionally, post-training assessments are conducted by CASE India’s experts and industry professionals. Furthermore, we operate a training center at our advanced Pithampur plant, providing consistent operator training. We are also exploring partnerships with prominent training organizations to educate operators and foster new entrepreneurs in the industry.
Give us an understanding of the after-sales services offered by your company?
In India, we take pride in our extensive network of 70 dealers and 200 touchpoints, where well-trained and certified professionals are committed to providing exceptional aftermarket support. This commitment to accessibility is further demonstrated by our state-of-the-art 75,000 sq. ft. central warehouse in Indore, capable of housing 13,000 SKUs, and the strategic placement of depots in Faridabad and Guwahati for nationwide service accessibility.
Regardless of whether our CASE equipment falls into the light or heavy machinery category, we offer a standard base warranty of one year from the delivery date. To meet varied customer needs, we provide extended warranties and service packages through our ‘CASE Protect’ and ‘CASE Care’ programs, ensuring comprehensive support and peace of mind for our valued customers.
Our commitment to customer satisfaction extends further with the introduction of FLEETPRO, specifically designed for existing customers with 50% of their equipment aged over seven years. FLEETPRO steps in to provide the right replacement parts, amplifying our brand’s efforts to offer comprehensive aftermarket solutions.
