In our journey from inception to becoming industry leaders, our commitment to indigenization has been paramount.

V SenthilKumar, Managing Director, Propel Industries

How would you describe the current state of construction equipment industry?

The construction industry appears poised for sustained growth over the next decade or more. The pressing need for infrastructure development globally is a driving force. While there might be minor fluctuations internationally, we’re experiencing a temporary downturn at present. This slowdown will likely have some impact for a period, yet it’s anticipated to be transient. We’re poised to regain our momentum for substantial growth in the near future.

You have launched EV variant of your trucks. How did this brainchild come to your mind to launch an EV variant?

Six years ago, we embarked on this journey with a vision tailored for mining customers. Our belief was simple: by addressing the specific needs of this sector, we could offer solutions without reliance on external charging infrastructure. Providing equipment was just the beginning; we saw an opportunity to extend our services to encompass charging infrastructure. This realization sparked our imagination and propelled us forward. We invested time to understand the viability of this initiative, exploring its return on investment for our customers. It was a process of testing the waters, evaluating whether it made economic sense for them. Through meticulous efforts, we developed vehicles that not only proved financially beneficial but also promised returns on investment.

After several rounds of development and testing, spanning a four-year period, we finally perfected our prototype. Over the past two years, our vehicles have undergone rigorous testing in nearly 50 mines, culminating in a refined and reliable product. Today marks a significant milestone: a customer has been operating eight of our vehicles for the last six months and is immensely satisfied. So much so, that they’ve placed an order for an additional 20 vehicles. Their testimonial speaks volumes; in an interview, they highlighted how their operational costs reduced from 20 rupees per ton to a mere 3 rupees per ton. This substantial saving has not only validated our efforts but has also instilled a profound confidence within our team. This success story has bolstered our conviction, propelling us toward a major launch.

When you talk about mines and these are conditions quite exhaustive conditions. What are your after-market initiatives?

We are expanding our operations to include mines, introducing our services into this sector. Our existing service network, designed for individuals in mining environments, is well-established. Presently, we boast a team of 140 skilled service engineers dedicated to this network. Furthermore, these professionals continuously undergo training to proficiently handle our new product within these mining environments.

You mentioned about the electric dump trucks. What is the stretch of working if it gets charged for 8-10 hours?

Our charging system boasts rapid charging capabilities, juicing up the device in just one hour. With a runtime of approximately 6 to 8 hours, our modular battery design offers flexibility. We offer various battery options, starting from 170 and scaling up to 440, allowing customization based on individual needs and usage patterns. Tailoring the battery size is at the discretion of the customer. For instance, some users find 4 hours of operation sufficient, opting for a quick recharge during lunch breaks. Conversely, others prefer continuous operation without interruptions, necessitating an 8-hour charge. Our adaptable approach ensures the battery is tailored to meet the specific preferences of each customer.

The next 10-15 years belongs to India. We are the third largest manufacturers in the globe. We will be second in next few years. Demand is increasing. How do you look at your company proceeding along with this journey?

In the evolution of businesses, customer-centricity stands as the linchpin for sustainable growth. While brand recognition held significant weight in the past, today’s consumers are tech-savvy and well-informed. They possess a profound understanding, often rivaling that of manufacturers themselves. Their expectations are rooted in a quest for unparalleled value delivered in the most cost-effective manner. They rightfully demand access to every conceivable possibility. Thriving in this landscape demands a mission that transcends global standards, delivering not just what is expected but surpassing those anticipations. Our company is driven by an innovative mindset, poised to meet this challenge head-on. Our aspiration extends beyond conformity; we aim to offer solutions that exceed expectations, setting a new benchmark in our industry. This relentless pursuit propels us toward a future where we don’t just compete but lead.

Compared to your competitors, the trucks which you have launched, technology comes at a cost everywhere globally. Compared to your competitors, how will you manage pricing by maintaining the quality?

In our journey from inception to becoming industry leaders, our commitment to indigenization has been paramount. We’ve embraced a strategy of in-house operations, scaling our production, and integrating cutting-edge robotics into our processes. Last year alone, we incorporated three state-of-the-art robots, leveraging automation extensively to drive down costs. With our focus on Electric Vehicles (EVs), scaling is pivotal in cost reduction, and we’re making significant strides in that direction. Effective leadership, in our view, hinges on cost-effectiveness, a goal we’ve successfully achieved.

Tell us something about your research and development initiatives in your company?

We boast an exceptional team of engineers, and my ardor for this field runs deep. Innovation is our constant pursuit. Our days are filled with myriad experiments, leveraging our private quarry to scrutinize the intricacies of our designs. Our forte lies in meticulous validation—we subject everything to rigorous testing before it reaches our customers.

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