Genie is known around the industry for providing exceptional, robust after-sales support

– Manoj Rawat

Country Manager, Genie India

Brief us on your company and its core competencies.

With a rich history, Genie has been the leading name in the aerials industry for more than 55 years. With offices, team members and manufacturing facilities around the globe, Genie lifts and telehandlers can be found enhancing safety and improving productivity on jobsites worldwide. Genie’s ongoing leadership in aerial lifts and material handlers is built on our ability to consistently deliver products of superior quality that enable people to work productively and safely at height.

Tell us about the product range and services offered to Indian customers.

Genie offers a variety of products that cater to a diverse customer base, including Genie GRTM vertical masts lifts, GSTM scissor lifts, as well as Z® articulated and S® telescopic boom lifts and GTHTM telehandlers. Our product range offers platform heights from 3.80 m (12 ft 5.6 in) up to 55 m (180 ft). All the products being offered in India are manufactured according to rigorous global Genie processes, they comply with the highest safety and quality standards and they are ANSI, CE and UKCA certified, as well as responding to other global industry regulations. However, one of the things that differentiates Genie from other brands is that we offer more than just equipment.

What do you think about the growth potential in the current scenario? Which are the segments where awareness is fast picking up?

India is one of the fastest growing economies in the world. The government is targeting to make it a $5 trillion economy and the main driver for this will be the construction of “mega” infrastructure projects, such as roads, ports, airports and high-speed train tracks. We therefore see huge potential in India when it comes to demand for MEWPs. In addition to the forthcoming construction projects, awareness about the productivity and safety benefits of using MEWPS is growing rapidly, especially in the sector of industrial construction, where global contractors impose strict jobsite safety requirements when working at height.

How do you find the industry practices here in India? Has it matured enough to adapt to newer technologies such as access equipment of various types?

When it comes to adopting safety practices on jobsites, we have made a lot of progress compared with a few years back. However, there is still more that can be done when it comes to improving safety when working at height. That includes increasing the use of MEWPs, and making sure operators receive proper training.

Of course, as a market for MEWPs, India has come a long way and adoption has increased significantly.  MEWPs are now being used on a regular basis in airports, underground projects, shopping malls, hospitals, hotels, data centres, and more.

What is the market potential for access equipment in India and what is your company’s strategy for India?

The estimated MEWP population in India is around 10,000 -11,000 units, which is very small for a country of this size. I would say that, with all growth drivers factored in, we may see the market doubling in 5-6 years. We at Genie have been a part of the MEWP story in India for the last 20 years; we understand the market challenges and are as focused as ever on meeting our customers’ needs and the industry’s demand. Some products which we think will help meet that demand are the recently launched Genie E-Drive scissor lifts, which are equipped with high-efficiency, low-maintenance and low-energy consumption AC drive motors. Additionally, our Genie® S®-60 J and S-80 J telescopic boom lifts offer an improved ROI with a lower total cost of ownership (TCO) and are well-suited for the majority of work-at-height tasks, including jobs in rough terrain.

What are the initiatives taken by you on the safety front?

Safety is of utmost importance at Genie, from design, to testing and manufacturing, and jobsite operation. That is why we provide high-quality, regular safety and operator trainings to dealers and customers’ technicians, so equipment can be properly operated and maintained. When supplying our equipment directly to end users, we make sure that safety managers are involved early on in the process so they can get familiar with MEWPs and be suitably trained when the units are delivered.

How do you view the competition in this segment & what makes your product different from the competition?

Sometimes competition is good, especially at early stages, because it helps increase awareness about access equipment on jobsites, and I believe everyone has to do their part to develop the market. As to what makes Genie different from the competition, Genie has been a pioneer in the access industry and will continue to play an important role in the Indian market. Additionally, Genie doesn’t just provide quality equipment that is reliable, durable, and cost-effective to own and operate. We have a long history of delivering quality after sales support, quality training and quality parts as well, which brings peace of mind to our customers because they know they can rely on the Genie brand to meet their business goals. This is what we mean by our brand promise, Quality By Design. It isn’t just something we say, it’s something the Genie team lives every day.

What are the major challenges you have faced as an OEM and service provider?

Since the Pandemic, just like any other major OEMs, we have been facing longer lead times for our equipment due to supply chain constraints. Additionally, inflationary pressures have an impact on our industry and our business, just like other industries are facing, which is causing uncertainty for our customers as well as they consider expanding their fleet. All the same, demand looks as if it will remain strong across the globe in 2023, including in India.

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