Our backhoe loaders boast the industry’s best dumping height, digging depth, and structural strength.
Sanjeev Bajaj, Chief Officer, Escorts Kubota
What are the key features and differentiators in your range of Backhoe Loaders?
We introduced backhoe loaders in India and gained valuable insights during the initial phase when both customers and we were learning about their usage. Beyond being a utility machine, we discovered their diverse applications, ranging from productivity enhancement to mining and agricultural tasks. Over nearly three decades, our broad customer base has played a pivotal role in shaping our understanding, and we have consistently served them.
Our strength lies in the robustness of our structures, enabling us to provide higher dumping heights, superior forces, and impressive digging depth. These aspects are pivotal for customers evaluating a machine. They often inquire about the machine’s ability to handle tasks such as loading at elevated heights or digging to specific depths, especially in challenging terrains. The force capabilities for excavation in hard strata and the overall structural integrity are paramount considerations for customers.
We are proud to assert that we excel in these crucial aspects. Our backhoe loaders boast the industry’s best dumping height, digging depth, and structural strength. Customers trust our equipment to perform reliably, even in challenging conditions. We offer high degree of durability & reliability, despite of inherent abuse nature of such machines.
Any particular model you would like to talk about?
Last year at Bauma, we unveiled our latest model, the Digmax Super, featuring the renowned Escorts engine. The standout feature of this model is its spacious new cabin, equipped with a range of impressive features. Notably, the enhanced visibility for operators stands out as a key highlight, ensuring optimal working conditions. We have prioritized operator comfort, and the positive feedback reflects this commitment.
One significant advantage is the model’s remarkable fuel efficiency, surpassing that of several standard engines available in the backhoe loader market. Additionally, we have streamlined service accessibility by consolidating all service needs – whether related to the engine or equipment – through a single contact point. This efficient approach ensures that a designated person handles any service requirements promptly.
Post-Bauma, the positive reception has led to a notable increase in production. The Digmax Super has generated consistent demand, attesting to its success in meeting industry needs and expectations.
Which are your markets for exports?
Previously, manufacturers primarily targeted SAARC countries in their market endeavors. However, due to the recent economic challenges faced by SAARC nations, the focus has shifted towards exploring alternative markets. Presently, our operations extend to Africa, the UAE, and various Middle Eastern countries, marking a diversification away from SAARC-centric business. Despite prevailing global geopolitical uncertainties, we have identified and seized new opportunities. Notably, Africa, particularly South Africa, has emerged as a robust growth center for us. Our partnership with a Kobuta dealer in South Africa has proven fruitful. Additionally, we are experiencing success in regions such as the UAE, Argentina, Mozambique, and other non-SAARC nations. This expansion into diverse markets beyond the SAARC region has become a pivotal factor in our overall business growth.
How strong is your after-sales and what are the challenges you face especially in India and export markets as well?
We are incredibly fortunate to maintain strong loyalty with our network of dealers. At present, we operate with nearly
80 dealers across the country, many of whom have established two or three branches each, resulting in a total of 250 customer touchpoints. This extensive network is a testament to the solid relationships we’ve cultivated with our dealers over the years.
Our good fortune extends to the fact that our dealers have shown remarkable dedication, with many having been part of our company for over a decade. This enduring partnership has allowed them to grow alongside us, with individuals groomed and trained within the ethos and cultures that define Escorts Kubota Limited. Consequently, we are well-equipped to offer robust support to our customers.
The strength of our network is truly noteworthy, especially considering the challenges other manufacturers face in this segment where dealer turnover is common. Our commitment to pro-dealer policies underscores our core belief that the collaboration between us & our dealers is essential to serving the needs of our customers effectively.
What is your expansion or development plan for Indian market?
We are currently developing new platforms for backhoe loaders, with some versions designed to comply with BS5 standards and others set to follow slightly later. These platforms are versatile and intended for use in both domestic and international markets. In the Indian market, there is a predominant demand for a similar set of specifications, focusing on the fundamental structure of a backhoe loader. However, on a global scale, diverse versions of backhoe loaders are needed to meet varying country-specific requirements, such as stabilizer orientation, levers orientation, and engine horsepower. Consequently, to address the distinct norms of different countries, the new platform will be designed to be modular. This modularity will allow us to incorporate various features on the same platform, enabling us to meet the needs of multiple countries efficiently.
As we are nearing financial year end, your numbers have almost doubled compared to the last year. What is the target you have taken for next year, especially for backhoe loaders?
In addressing our backhoe loader segment, it’s imperative to acknowledge that our current market share stands
at approximately 2%, a figure that falls short of our aspirations. Our primary objective is to substantially increase this market share. Looking ahead to the next year, we anticipate that the industry landscape will remain comparable, despite impending events such as elections and the introduction of BS5 regulations. While these factors may introduce some uncertainty, we believe the industry will maintain performance levels witnessed this year. Operating within this context, our aim is to elevate our market share. Foreseeing a potential surge in volume, it’s noteworthy that we’ve outpaced the served industry’s growth rate this year. Sustaining this positive momentum is a key focus for us in the upcoming year.
