Globally, we are trying to introduce a line-up for all the construction equipment needs
Puneet Vidyarthi Brand Leader, CASE India CASE Construction Equipment Pvt. Ltd. The concept of ‘Make in India’ for the world seems to have caught up with most of the OEMs. What is your take on
Puneet Vidyarthi
Brand Leader, CASE India
CASE Construction Equipment Pvt. Ltd.
The concept of ‘Make in India’ for the world seems to have caught up with most of the OEMs. What is your take on this? Indian CE industry taken as whole what is the current growth and expected CAGR in export?
Make in India is an ambitious project of the Indian government. CASE’s manufacturing facility at Pithampur is testimony to our commitment to ‘Make in India’ which is also certified Bronze Level in the World Class Manufacturing (WCM) program. CASE Construction is present in India since 1989, earlier as a technology provider, then as a joint venture partner of an Indian company and finally as a wholly owned subsidiary of CNH Industrial. Since then CASE has been aiming to manufacture and sell world class machinery contributing to the Indian market. The Pithampur plant serves India’s road and infrastructure sector and exports its products to some 30 markets. As a result of this local manufacturing expertise, the CASE brand has been India’s market leader in vibratory compactors and a leading player in loader backhoes for over 30 years. This manufacturing facility embarked on its journey to WCM in 2013 and has since exhibited remarkable growth trajectory in its WCM competitiveness.
In the recently announced Budget 2020-21, the government has presented a vision for creating infrastructure for future by proposing a healthy balance of policy measures and tax incentives. Thrust on long-term infrastructure projects like announcement of five new smart cities, more than 6,500 infrastructure projects under the National Infrastructure Pipeline, development of hundred new airports, 9,000 km of economic corridors, 2,000 km of coastal roads and so on are sure to offer much needed boost to the sector. We can presume that the growth and export will be on the rise this year, resulting in a fruitful year for the CE sector.
Brief us on the scope and potential for export of your range of products?
CASE India operates a manufacturing plant in Pithampur which is WCM Bronze Level Certified. The plant is equipped with the most advanced “World Class Manufacturing” processes that are implemented in CNH Industrial’s manufacturing plants across the world.
The manufacturing plant in Pithampur manufactures Backhoe Loaders and Compactors which are exported to markets in EMEA and APAC from Africa, South East Asia, Russia, Sri Lanka to Bhutan and Middle East countries. For us, as an industry player, every country serves as our customer and we at CASE India are always delighted to serve our customers.
Our Greater Noida facility covers the entire agricultural production cycle and specialist equipment like tractors. The ‘CNHi India Made’ tractors are exported to more than 70 countries including Australia, Middle East, North America and Southeast Asia. The Pune manufacturing plant rolls out CASE IH sugarcane harvesters and New Holland Small square brakes.
Do you have a separate product range for the global market?
We introduce products according to the need and demands of particular machinery in a respective region. Globally, we are trying to introduce a line up which is a one-stop-shop for all the construction equipment needs for our customers. We are slowly moving forward with this agenda globally and in India. For example – In India, we launched our CHEX excavator which is the most technologically advanced product in the business. After the launch of the excavator, we have completed our product line-up in India. In the same way, we will be introducing and increasing our line-up according to the demand of a specific market globally and continue to fill our line with quality products.
As the global markets are highly competitive, especially in terms of quality of the product and backup support, how have you ensured the same to cut a niche in those markets?
CASE construction has been a part of the global construction equipment industry since 1842. Our legacy of producing quality products is the reason that the customers opt for our range. The technological innovations provided in our products from the renowned Eagle eye telematics solution that provides a GPS monitoring system to the minimum downtime offered to customers through our machine and quick and fast service in our centers are also major contributors in setting us apart from the competition. Our after-sales service and CDPD process ensures the customer contribution in our machines in terms of gaining their insights and feedback about the product.
With more than 90 models (worldwide) carrying the CASE name and colors, the brand’s product line up boasts a solution to meet almost every requirement. Equipment such as loader backhoes, vibratory compactors, motor graders, crawler dozers, wheel loaders, skid steer loaders, and excavators, have been designed to face extreme climate conditions and operate in demanding situations. Moreover, for over a century, CASE has earned an enviable reputation as a supplier to armed forces and other specialist organizations around the world engaged in activities such as dismantling land mines and rebuilding communities devastated by natural disasters. Across its 12 brands, 66 manufacturing plants, 54 research and development centers and a workforce of more than 64,000 people, CNH Industrial is present in 180 countries giving it a unique competitive position. CNH Industrial, with a turnover of nearly USD 30 bn, is listed on the New York Stock Exchange and the Mercato Telematico Azionario of the Borsa Italiana.
How do you assess the impact of the Budget 2020 on the CE industry?
Budget 2020 overall gave a great amount of consideration to the infrastructure sector and charted a roadmap for the multipronged long term development of the sector. The keen focus on the highway projects and monetization of the highway bundles provides a lot of chances to the stakeholders to make the most of this year with the given opportunities. We expect these steps to create major opportunities for the construction equipment segment. Hence, we are extremely pleased with this year’s budget.
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