We were the first to introduce 2-ton and 5-ton electric loaders in India.

Jasmeet Bhasin
Director, Kesar Earth Solutions – India

Tell us something about your company.

We are proud dealer of LiuGong machinery since 2010. It has been a rewarding 15-year journey with LiuGong, and we are honoured to be their trusted partner. When we began this venture, we started with just three people and no market share. Today, we are leaders in the regions of loaders, graders, and dozers.

Chhattisgarh, known for its rich mineral resources, including coal, iron ore, bauxite, and gold, has been the perfect backdrop for our growth. With the state’s abundance of minerals and the government’s strong support for extraction and domestic use, we’ve had the privilege of serving this vibrant market. Over the years, we have built a strong presence, offering heavy equipment to optimize material handling, mining extraction, and other critical tasks, enabling our customers to achieve more in less time.

How do you perceive the current market for products like loaders, especially electric ones?

There has definitely been a noticeable shift in the market. I’ve observed a trend moving from smaller loaders to larger ones, particularly in the 3-ton and 5-ton diesel categories. LiuGong has been a leader in this shift, being the first to introduce the 5-ton loader to the market. While other companies were mass-producing smaller loaders, LiuGong pioneered the 5-ton segment and has since become the market leader in this class.

As the global leader in wheel loader production, with a strong presence in China and worldwide, Liugong has expanded its portfolio to include high-end models in the 5-ton range. More recently, we have also ventured into electric loaders. We were the first to introduce 2-ton and 5-ton electric loaders in India. Initially, we had some concerns about how the market would react, but the response has been overwhelmingly positive. In fact, we’ve become the top seller of EV loaders in Chhattisgarh.

The market has shown a strong appreciation for the advantages these electric loaders bring—significant savings in fuel, reduced maintenance costs, and their environmentally friendly benefits. This makes them a highly promising product for the future, both in terms of green energy and cost-efficiency for customers.

Which sector do you believe is driving the demand for your products?

The primary sector driving demand is the steel manufacturing industry, where there is significant potential. Steel plants typically handle a wide variety of materials, requiring efficient material handling solutions. In this context, EV loaders, particularly those in the 2-ton and 3-ton classes, are highly effective because they can operate for extended hours while maintaining efficiency. These loaders are perfect for steel plants, where material handling tasks are time-sensitive and require reliable performance.

We offer both EV and diesel solutions for these applications. Lastly, in mining operations, where material is loaded directly from the mines, charging infrastructure can be a challenge. For these environments, our diesel solutions are often the preferred choice due to their adaptability.

Looking at customer preferences, what are the factors influencing customers choices while purchasing your products?

When it comes to customer preferences, there are several key factors influencing their purchasing decisions. First and foremost, customers prioritize value for money, with service being a critical component. They cannot afford to have their loaders or any other machines breaking down. For the past 15 years, we have established a robust network across Chhattisgarh, with branches, integrated workshops, and spare parts available at every corner of the state. This extensive support network ensures that our customers have access to timely service and spare parts, minimizing downtime and maximizing productivity. This is the first key criterion for customers. The second factor is the total cost of ownership, which includes the capital cost, maintenance costs, and fuel costs. Our products are competitive in terms of capital cost, offering a higher value proposition compared to other machinery, particularly in the diesel segment. We provide more value for the price of the product, which translates into better efficiency and faster production. When we shift focus to the EV segment, the value proposition becomes even stronger. Our EV loaders deliver the same level of productivity while offering significant savings on diesel. Through a study, we calculated that customers can save approximately ₹2.5 to ₹3 lakhs per month compared to diesel-powered equipment. This savings is a key driver for the growing demand for EVs, as seen in the automotive industry, where consumers are opting for electric cars to save ₹15,000 to ₹20,000 per month on fuel.

For commercial operations, where machinery runs for 10 to 14 hours a day, the savings on diesel can be substantial. This makes the customer value proposition even more attractive, as it enables them to remain competitive while enjoying considerable cost savings. The shift to EV technology represents a huge saving and a solid long-term investment for our customers.

The electric segment in our country is still in its early stages. What challenges do you foresee, and what suggestions do you have for overcoming them?

One of the primary challenges with new products and technologies is adaptability. Both customers and dealers need to be open to accepting the product as it is, and we’ve managed to adapt to the technology ourselves. The second challenge is training the team members who will be working with the new technology. We are investing significantly in training, as it’s crucial for the successful implementation and sale of the product. Additionally, for effective service, we need trained personnel.

When introducing a new product, there may be some gaps in meeting local demand and production needs. However, we believe LiuGong is addressing these challenges effectively. The company has dedicated R&D centers working continuously to solve these problems and modify products according to Indian market requirements. LiuGong has already implemented improvements in the current loaders, and we will continue to refine and enhance the product in the future.

What new opportunities and emerging markets are you targeting, and where do you see growth in the coming years?

We are focusing on areas such as crusher batching plants, which present significant opportunities. Diesel is a major expense for any industry, accounting for around 25 to 30% of operational costs. Our goal is to reduce this cost substantially—potentially down to 10%, 5%, or even 1%. By doing so, companies can save a significant amount of money. Industries like mining, steel, power, and those involved in material handling, such as crushers and batching plants, all rely heavily on diesel to operate their machines. If we can maintain the same efficiency and production levels while drastically reducing diesel consumption, it only makes sense for companies to adopt such solutions.