The Western India market is known for its vibrancy and pragmatism.

Sunil Talreja, Vice President, Road Equipment Division, Action Construction Equipment

Can you tell us about the major products you showcased at Gujarat Conex and their unique selling points (USPs)? What is your main focus at this exhibition?

In this exhibition, we have a displayed range of products. First, there’s our backhoe loader (74 hp engine), Vibratory soil compactor (11 tonne class), our versatile pick-and-carry crane NXP 150 and 180 HP motor grader. Each of these machines boasts unique features that set them apart from the competition.

Every machine has unique feature of selling and useful for end customer. For instance, our motor grader Model AG176 is a true value-for-money product. It is equipped with 180 horsepower and top-tier aggregates sourced from renowned manufacturers, it delivers exceptional performance. In the case of the soil compactor, we’ve ensured that all major components, including the travel motor, vibration motor, and axle, come from European origins. Our backhoe loader equipped with Kirloskar engine and Carraro axle.

Our crane suitable for various industrial and maintenance applications and it’s based on a Tata axle and platform. Essentially, everything we’re showcasing is built on a solid foundation of quality and innovation.

What sets your products’ USP apart from others in the market?

Our USP primarily lies in the fact that each product is tailored to meet the specific needs of the customer. For example, our backhoe loaders, we’ve distinguished ourselves by ensuring that all our machines are equipped with top-tier components like best in class engine from Kirloskar, Carraro axle is renowned for its quality, is a testament to our commitment to excellence.

In the case of our compactors, we source key components like the travel motor, vibration motor, and axle directly from Europe, specifically from Danfoss / Dana, a global leader in this field. This focus on sourcing the best components is a major USP.

Furthermore, we’ve established a network of services through our spanning 100 points in India. We’re dedicated to delivering the best products at the most competitive prices, all while ensuring excellent service. This combination is what truly sets us apart in the market.

How do you view the Western India market for your products?

The Western India market is known for its vibrancy and pragmatism. Many companies, including ours, aim to make a mark in Gujarat because the contractors there are highly practical. If your products gain acceptance in Gujarat, it’s like a litmus test for the Indian market.

Are there any specific challenges you face in this market?

As of now, we don’t face significant challenges in this market. It’s a practical and receptive environment for our products, and we anticipate positive results for our company in the future.

Do you have a dealership network in place?

We have dealerships across India, totalling 100 points. In Gujarat alone, we have between 6 dealers, depending on the product category.

Automation is a significant trend in the industry. What is your company doing in this regard?

Automation is not very much used in CE space and in recent past grade control, is gaining some momentum with some contractors and we’re keeping pace with this trend and will be using grade controls in our motor grader. At the upcoming Excon exhibition in Bangalore, we’ll be showcasing our automation features for graders. These include GPS-based machine locators and other standard features. Automation is becoming standard in the industry, and we’re ensuring our products remain competitive.

What are your thoughts on this exhibition, considering the timing?

The timing of this exhibition is excellent. It coincides with a period of business growth, especially during events like Ganesh festivals and after the monsoon season. We anticipate that business opportunities will increase significantly across the board.

With elections on the horizon, how do you perceive the impact on your industry?

The next elections are scheduled for 2024, and we’re already witnessing a surge in project awards. Many projects are coming into play, and as a company, we intend to support these initiatives. The government has allocated substantial funds, approximately Rs. 2.5 lakh crore, for various projects, which bodes well for our industry. It’s a matter of choosing the right projects and positioning ourselves effectively.

You mentioned the balance between cost and quality in your products. Could you elaborate on how you address this balance?

The balance between cost and quality depends on the project and the contractor’s requirements. Automation, for instance, is a feature that appeals primarily to larger, more established developers and contractors. Smaller operators may not find it as practical. It’s about understanding the needs of the customer and tailoring the product accordingly.

Whether it’s a greenfield project or road widening, the decision to include automation features is based on cost control and project specifications. We aim to strike a balance between offering competitive prices and providing the quality and features our customers require. The industry standards have largely defined where specific features are needed, and we align our offerings accordingly.

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