At CASE, we believe in offering products that are backed by in-depth research and insights from the global markets.

– Alok Jha

Director, Sales & Marketing, India & SAARC, CASE Construction Equipment

How do you rate your company’s journey so far and what do you think are the major factors contributing to your success saga in the construction equipment industry?

During our more than 30-years of successful journey in India, CASE has always focused on meeting its customers’ expectations with world-class equipment, innovative technologies and best-in-class ownership experience. In a tough CE industry environment, we have effectively maintained a strong market share and performance.

This is a testament to consumer trust and loyalty for CASE products and services. The brand’s unwavering focus on research and development to roll out world-class products has helped us remain relevant to our stakeholders. All our products are preferred by construction operators across India proving it to be the best equipment provider in the market.

Construction Equipment market in India is projected to cross $4.7 billion by 2025, ensuring a growth potential in the coming years. CASE construction has had an exciting and fulfilling three decades in the country, and we are bullish for the India story.

What has been the shift in buying patterns from the end-user segment?

Today’s customer has evolved with changing times and are looking for compact and automated equipment. Construction companies are looking at machines that reduce higher dependency on labour and/or any additional factors. Equipment that are highly productive with better fuel efficiency and low cost of maintenance are high in demand in the segment. Additionally, there is an increased preference for active after-sales services, now in the industry.

CASE construction has always offered equipment that resonates well with the new-age customers. Our current set of product-line offer highly efficient and innovative machines that can support operators in carrying out their tasks with ease and comfort. Most CASE machines are powered by world-renowned FPT Engines that deliver power, performance and fuel efficiency.

As a customer-centric company, we prioritise after-sales service to ensure customers’ peace of mind. CASE offers one year warranty from the day of the delivery and supports various extended warranties and services packages through its program ‘CASE Protect’ and ‘CASE Care’. Further, the brand provides operator skills and development training to enhance the ability to use the machines with care and efficiency. 

Tell us about the technological trends in your range of products?

The digital transformation in the country is paving the way for technological trends in the construction equipment industry. Emerging technologies like Automation, IoT, AI, etc. are revolutionizing the sector by eliminating prevailing incompetence. The recent technological advancements demand powerful capacity, efficiency at cost effectiveness, and ease of operations.

As a long standing brand in the Indian construction equipment market, CASE’s technological prowess is authenticated by the trust and loyalty of the customers. Majority of machines by the brand are powered by efficient engine technologies like FPT engines and AL range of engines that offers maximum torque, power and fuel economy with durability. Moreover, both the engines offerfuel efficiency and low maintenance cost making them an economical choice for the construction companies.

CASE construction launched a 22-ton CX220 excavator for the Indian market in December, 2020. The machine is equipped with CASE Intelligent Hydraulic System (CIHS), which provides exceptional machine control, along with conserving energy and fuel in all cycle time phases.

Focusing on the operational use, CASE equipment is loaded with features like SiteWatch Telematics, Engine protection shutdown, Audio-visual warning system, New & improved parking brake, and others in its various product offering. Majority of these features are concentrated on providing safer and comfortable work environment for the operators.

CASE provides sustainable technologies like an industry first fully electric Loader Backhoe, a Methane-Powered Concept Wheel Loader, Project TETRA, etc. in  some of international markets. The brand is working towards providing advanced sustainable equipment available for the domestic market as well.

What differentiates your company from other competitive players in the construction equipment space?

CASE Construction Equipment has a legacy of 180 years in manufacturing quality and innovative infrastructure solutions and services. The brand is known for its productivity and performance for more than a century.  All our equipment is proof of the relentless efforts made by our teams globally.

At CASE, we believe in offering products that are backed by in-depth research and insights from the global markets. CNH Industrial has four R&D centres in India that help us carry out detailed study during the product planning stage. CASE construction has been engineering, developing and manufacturing smart and efficient machines in India for the last 30 years from our Pithampur plant.

Additionally, CASE is a highly customer-focused brand where construction equipment operators are invited to participate in defining and improving new products as a part of the ‘Customer-Driven Product Definition’ [CDPD] process.  This helps us develop and manufacture machines that are great performers and meet the identified needs of the end-users.

Our passion and experience to deliver relevant and efficient solutions to our customer is what distinguish us from others.

What products are being showcased / launched at Excon and what will be your focus of display? 

CASE Construction Equipment will be showcasing more than 10 machines from our recently launched product line along with some newly launched machines at OD52 (CASE Pavilion). Our focus will be on highlighting our highly compatible BS (CEV) IV engines and wide range of feature-oriented machines.

CASE will be launching five new equipment – a mix of Excavator, Loader Backhoe, Graders and Crusher. Additionally, CASE will also reveal a new logo for global milestone of completing 180 years in the industry, during EXCON 2021. The company will also feature its after-sales services and packages at the show to educate stakeholders.

What motivates you to participate at this Expo?

EXCON is one of the largest shows globally for the construction equipment industry. For the 11th edition, the show is supposed to host multiple brands and show-goers from many countries, as it is taking place after a pandemic lockdown, which in itself is a big motivation for us at CASE.

Besides, this year’s theme of ‘Building India for the new world’ aptly resonates with the current discourse in the country. Additionally, the Government of India’s increased focus on developing the country’s infrastructure through various highways, railways and technology projects have created many opportunities for the industry that will also be resonated this year.

For over 20 years, EXCON has been a destination to showcase and explore full and advance range of construction equipment for the industry players. It provides a right atmosphere to connect with the end customers and get their feedback as well as understand their requirements.

What are your expectations from Excon, especially after a period of lull due to Covid 19 pandemic?

Excon continues to remain the most anticipated and sought after event in the CE industry of entire South Asia. This edition could prove to be even more special as the industry anticipates this to mark the revival of the Indian CE industry fortunes after unprecedented time.

We are excited to share our vision through our product display and new launches; and looking forward to connecting with policymakers, dealers, consumers and other key stakeholders at the EXCON this year. We are hoping that this year’s show can transition a higher interest in the construction equipment industry, looking forward to the increased footfalls at the CASE pavilion, and increased consumer interest in our range of equipment.

Participation in this major event will reaffirm the confidence of all the major CE players and the associated companies in the Indian infrastructure space towards the long-term growth story of India.

What is your insight on your company’s road map for next three years?

As a market leader, we will continue to focus on introducing technologically superior products which offer a higher productivity while still maintaining higher operator comfort, easy serviceability, and low operating cost. Our existing clientele have always been extremely appreciative of the products and technology and we will continue to excite them with our world-class services. We will reciprocate this trust by remaining extremely responsive to the needs of our discerning customers and growing demand from different parts of the country.

To prepare ourselves for the increasing demand, we will be focussing on strengthening our sales and service network. This shall facilitate a much superior sales and after sales support experience to our valued customers. With a mission to increase customer’s profitability through lowest machine downtime, resulting from service, spares, workshop and personal attention support of our customers; the entire product range has been suitably upgraded with relevant features.

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