By embedding diversity in our culture, we create a workplace where women can thrive and contribute to long-term success.

Swapnil Gupta
Director - HR, Putzmeister India

How do you see the role of women evolving in the construction equipment industry?

The construction equipment industry, like any other, comprises a core operational function—such as manufacturing and production—supported by various critical functions, including finance, human resources, supply chain management, and sales. From a talent acquisition perspective, hiring women in these supporting functions is relatively straightforward, as these roles do not traditionally carry the same physical, technical, or cultural barriers associated with core production processes. However, integrating women into the heart of the industry—particularly in manufacturing, engineering, and field operations—presents a unique set of challenges.

However, with the growing number of women pursuing degrees in technical and engineering disciplines has significantly expanded their career opportunities in the construction equipment industry. This shift enables them to seamlessly enter roles in engineering, product design, research and development (R&D), as well as sales and service functions. As organizations embrace diversity, women are increasingly contributing to innovation, problem-solving, and customer-centric solutions across these technical domains.

What are the key challenges women face in this traditionally male-dominated sector?

Women in the construction equipment industry face challenges such as deep-rooted stereotypes that perceive heavy industrial work as unsuitable for them. Limited female role models in leadership restrict mentorship and career growth opportunities. Workplace inclusivity issues, including safety, infrastructure, and cultural biases, make it harder for women to thrive. Additionally, hiring biases and family/cultural mindsets often discourage women from pursuing careers in this traditionally male-dominated sector.

• The notion that physically demanding work is unsuitable for women is outdated. Advances in technology and automation have significantly reduced the need for manual labour, making industrial roles more accessible to all workers, regardless of gender.

• The lack of female role models in senior leadership limits support for addressing women-specific workplace concerns. Organizations should ensure gender diversity is considered in all key decisions and actively advocate for representation at the board level.

•  Creating a women-friendly workplace requires proactive measures, including structured working hours, a safe and inclusive environment, designated spaces as needed, and a support system that fosters a sense of belonging through female peers and accessible security.

•  Strong workplace policies against harassment must be clearly defined, consistently enforced, and regularly communicated to employees to foster a culture of safety, respect, and zero tolerance for misconduct.

•   The hiring process must be unbiased and inclusive, ensuring fair evaluation of all candidates. A diverse interview panel, representing multiple genders, should be standard practice to mitigate unconscious bias.

•   A broader cultural and societal mindset shift is needed to normalize women choosing careers in manufacturing. Families and communities should be encouraged to support and recognize the value of women’s contributions in industrial roles.

What steps has your company taken to promote gender diversity and inclusivity in the workforce?

Our company fosters gender diversity through inclusive hiring, ensuring a higher percentage of female candidates in the pipeline and offering enhanced referral incentives to promote diverse recruitment. We prioritize a safe and supportive workplace with dedicated facilities, secure transport, and regular PoSH training to uphold a culture of respect. Initiatives like the PINK Line demonstrate women’s capabilities in core operations, while expanding roles in sales, technical, and leadership positions drives broader inclusion. By embedding diversity in our culture, we create a workplace where women can thrive and contribute to long-term success.

• Establishing women-only roles, such as a dedicated “PINK line” in production, to create a proof of concept demonstrating women’s capabilities in core operations. This helps break stereotypes, build confidence, and encourage broader inclusion in technical roles.

•  Expanding women’s participation in sales across various channels, including direct, distribution, and key account management, to bring diverse perspectives, enhance customer relationships, and drive business growth.

•  Offering higher referral incentives for gender-diverse candidates to encourage employees to actively contribute to inclusive hiring efforts, thereby increasing the representation of women in various roles. Implementing company-wide sensitization to educate employees on the strategic value of a gender-diverse workforce.

•  Mandating recruiters to ensure a equal percentage of gender-diverse candidates in the hiring funnel for every role. This proactive approach helps expand the talent pipeline and ensures equal consideration for women in traditionally male-dominated functions.

• Implementing a structured, unbiased evaluation process where candidates are assessed solely on their skills, experience, and potential—eliminating gender-based biases to create a level playing field for all applicants.

• Setting annual KPIs focused on gender diversity in hiring, retention, and leadership development to drive accountability and measure tangible progress in workforce inclusion.

• Strengthening gender-diverse hiring efforts at engineering and business school campuses through targeted outreach.

Can you share details about any specific policies or programs aimed at recruiting, retaining, and upskilling women in your company?

PINK LINE Initiative

The PINK LINE is a pioneering initiative aimed at fostering gender diversity in core production roles by creating a dedicated section of the production line operated entirely by women. This first-of-its-kind project is designed to challenge stereotypes, demonstrate women’s capabilities in manufacturing, and build a sustainable pipeline for female talent in the industry.

Key Highlights of the Initiative:

Women-Led Production Line – A dedicated segment of the production line is staffed entirely by female colleagues, including a female supervisor to lead operations and provide guidance. This initiative sets a strong example of gender inclusion in traditionally male-dominated roles.

Targeted Recruitment – A focused hiring drive was conducted to identify and onboard qualified female candidates, ensuring they met the necessary technical and operational requirements.

Comprehensive Training Program – A structured six-month training program was implemented to equip women with the skills and knowledge required for seamless integration into the production process. This included hands-on technical training, safety protocols, and role-specific learning.

Temporary Housing and Support Facilities – To ease the transition for new hires, the company provided accommodation and essential facilities for the first month, allowing them time to secure their own housing and adapt to the work environment.

Dedicated Infrastructure for Comfort and Safety – Separate changing and resting areas were built to cater to the specific needs of female employees, ensuring a comfortable and inclusive workplace.

Enhanced Workplace Security – A female security guard was hired to ensure a safe and supportive environment, reinforcing the company’s commitment to workplace safety and well-being.

Workplace Sensitization on PoSH and Inclusivity – All managers and employees on the shop floor underwent structured sensitization training on the Prevention of Sexual Harassment (PoSH) Act and appropriate workplace behaviour around female colleagues. This ensures a respectful, professional, and inclusive work culture.