Interviews

Terex MPS to Launch New Range of Wheel ...

Jaideep Shekhar
“Terex MPS is pursuing an aggressive product portfolio expansion program in the Indian Market. We shall shortly be launching the Modular Plant range manufactured in India and also new range of Wheel Mounted Mobile Plants. We are also investing in the Services business and strengthening our Aftermarket teams – both at the factory and on site. Exports of Wheel Plants from our Indian factory is too an important part of our growth strategy next year. These machines have found good acceptability within the Export Markets and there are many successful installations working in various parts of Asia and Middle East. We are also now exporting these plants to the African countries,” says Mr. Jaideep Shekhar, Executive Director, Terex Material Processing in an interview with S.A.Faridi.

What are the measures initiated by Terex Minerals Processing Systems (MPS) in the present slowdown spell to tweak its business models exploring new growth avenues to dispel the prevailing pessimism in and around its business?
Terex MPS is pursuing an aggressive product portfolio expansion program in the Indian Market. We are continuing with our investment at the Hosur factory and are continuously launching new product models to suit the requirements of the Indian customers. We shall shortly be launching the Modular Plant range manufactured in India and also new range of Wheel Mounted Mobile Plants. We are also investing in the Services business and strengthening our Aftermarket teams – both at the factory and on site.

Wheel Plant in Oman
Wheel Plant in Operation in Oman

Terex MPS has launched the WC 1300 Wheel Cone Plant earlier this year. What are its technical attributes and the market response to this product so far?
The WC 1300 has received very positive feedback from the market. The WC 1300 comes with the proven Terex TC 1300 Fixed Shaft Cone Crusher which is suitable for the Aggregate customers who require Shaped Products. It also has a 20 x 6 IV Deck Screen to give four clean products. Customers have appreciated the machine since it has both Cone Crusher and Four Deck Screen on the same chassis which is not offered by most of the competition in this segment. This allows the customers to establish a 300 TPH Plant in a very compact area. We have exported of these machines have to the Middle East and Asia and received great feedback We foresee a good demand for this machine in future.

Terex® Minerals Processing Systems, India has expanded its Wheeled Plant Products and started their distribution globally. Initially, what are the regions where it has been exported and also the targeted markets?
Exports of these Wheel Plants from our Indian factory is an important part of our growth strategy next year. These machines have found good acceptability within the Export Markets and there are many successful installations working in various parts of Asia and Middle East. We are also now exporting these plants to the African countries. This USP of these plants are they are very simple to install and operate and this is one of the key reasons for its popularity in the export markets.

Waking up from its policy paralysis phase, the government has cleared/announced a number of new infrastructure projects in mining along with taking necessary steps to fast track their implementation like restarting mining in some regions. How do you link it to some revival and how these steps are likely to improve the market on the ground?
Frankly speaking, we are yet to see any movement in the Mining Market. We all read about various new projects been announced / fast tracked but the real implementation is yet to be seen by the industry. We are also witnessing a policy paralysis in decision making process which is slowing down the industry. The government needs to take some immediate serious steps to improve the decision making process simpler and industry friendly. We however, do hope that there would some movement in both mining and aggregate markets in the later half of 2014 once the General Elections are over and a new government is in place.

Financing small and medium contractors is really becoming difficult these days as the banks as well as the financing companies have become very selective in their financing approach. How is this affecting the industry?
The tightening of financing options in the Industry is a major cause of concern for the Equipment Manufacturing Industry. We have seen that in the recent past, most of the funders have become very conservative in their approach and the requirement of paper work from the customer side has increased many fold. Whilst few of the larger companies are able to abide by the new stringent financing norms, the smaller companies are the ones which are seeing delay in the funding of their equipment. The finance companies are also right in their approach as they have seen rise in the delinquency levels in the past few months, thereby tightening the eligibility norms for equipment finance.

We hope that with the new projects being implemented after the General Elections next year, the industry will be back on its path to stability, thereby reducing the strain on Finance options and it will be a win-win situation for all the stake holders.

Wheel Plant in Central India
Wheel Plant in Central India

Unorganized nature of aggregate industry is a big concern for organized manufacturers as trained operators and technicians with preventive and periodical maintenance play a big role in equipment performance. Please brief us on your services.
Our industry is facing a sever crunch of Skilled and Trained Manpower. The growth in the sector over the last few years outpaced the supply of skilled workforce. Our Crushing and Screening Industry being a niche industry faces even more acute shortage of skilled manpower. We as Terex have been conducting various training programs at the factory and at the customer sites to train the existing manpower. We have a formal training plan created and have a dedicated training facility at our Hosur Plant. We also encourage and participate in various training plans focused on the Dealer and Customer Service & Maintenance Teams.

To facilitate wider participation , we also conduct regular training and refresher courses at the customer sites . This ensures that the training covers the whole operating crew and inspires learning across a wide segment of people in the organization. On site training also helps our team to connect with the site operating crew and understand their requirements better.

I am also aware that some initiative is being taken by the Industry bodies to invest in the skill development programs and hope that we see a better availability of trained manpower in future.

NBM&CW November 2013

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Puzzolana to Launch Its New Energy Sav...

V Venkataramana
"We are continuously working for better productivity/efficiency of equipment, ease of maintenance and safety. Our sand plant equipment is best in market with minimum power/cost per ton of production. We will be launching our energy saving and latest design equipment at EXCON 2013 which are the need of the industry today," says Mr. V. Venkataramana, Vice President, Puzzolana Machinery Fabricators in an interview with S.K.Khanna.

How do you see the first two quarters of this fiscal for Puzzolana and foreseeing clear sign of revival in mining industry, what are your assessment of remaining months in 2013-14?
Business has slowed down in view of the slowdown in the projects. However, there is a hope of new business for sand crushers and high capacity plants.

We are not expecting a growth but if GOI takes decision to implement the announced projects before the end of 2013, it will give business in the physical year 2014.

Sand Plant Equipment
Certification of Equipment like definition of performance, safety and operation is a big issue as there is no specific/unified guideline, and everyone interprets it as per his/her own preferences and understanding. Hence there are lots of confusion among end users; what are your suggestions on the same and how can a technical level play be achieved for the health growth of mining segment?
The GOI, CII and Manufacturers are working on creating norms for training and safety required for each category of equipment and process so that GOI can bring in the norms/standards/Policies in giving certification for operators/ users.

Tell us about Puzzolana's efforts on making strong imprints in global market through its products and services.
We are focusing on global markets like Africa and south east Asia. We have participated in Bauma –Germany and Bauma – Africa.

Sand Crushers

Unorganized nature of aggregate industry is a big concern for organized manufacturers as trained operators and technicians with preventive and periodical maintenance play a big role in equipment performance. Please brief us on your services.
We train our customers at their sites on operation, maintenance and parts management-on job training. We also render workshop training in assembly and classroom trainings at our factories besides providing certification to trained operators.

Financing small and medium contractors is becoming difficult as the banks as well as the companies have become very selective in their financing approach. How can financing to the genuine buyers be eased and ensured?
It takes time in financing in assessing the buyers/customers. However it is a good for both suppliers and financers in present situation to assess the genuine buyers in this situation of liquidity.

A word about the energy-efficiency and other inbuilt features of your products.
We are continuously working for better productivity/ efficiency of equipment, ease of maintenance and safety. Our sand plant equipment are best in market with minimum power/cost per ton of production.

How are you planning to participate in the CE industry mega event Excon to be held in November this year at Bangalore? What would be the focus of your projection in this mega show?
We will be launching our energy saving and latest design equipment in EXCON 2013 – which are the need of the Industry today.

NBM&CW November 2013

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Shri Ram Panels to Launch Scaffolding P...

Mahesh Gupta
"At Excon 2013, we would be launching Scaffolding Plank which is our unique product thereby adding another feather in our cap. As we are receiving lots of domestic and overseas enquiries for our H-Beams on daily basis, hence soon, we shall start the supply of H-Beams to Indian and Overseas market. Shri Ram Panels remains always keen to bring something innovative and to explore new horizons. We remained successful in marking our presence in Gulf Countries and now we are targeting the European Countries," says Mr. Mahesh Gupta, Managing Director, Shri Ram Panels, in an interview with Maria R.

As Shri Ram Panels is participating at Excon 2013 for the first time; what are your plans for the show including new launches at the event?
Although, we are participating for the first time in Excon-2013 but our previous experience of participation in world level exhibitions will help us to make our participation more successful. Apart from showcasing our current products, we are launching Scaffolding Plank which is our unique product and another feather in our cap.

Could you please tell our readers about the technical attributes of the new launches to be made at the show which would give an edge over others and also their salient features for better performance, reliability, and durability?
This Scaffolding Plank is manufactured with high strength, light weight mature timber veneer. It's manufacturing process is imbibed with special technology and expert supervision which results as it's durable and consistent performance in functioning. Beside this, Scaffolding Plank is completely Eco Friendly product because it is manufactured from plantation timber which means no deforestation is involved for manufacturing of Scaffolding Plank and from its manufacturing process to final usage, this product is completely safe for environment.

A word about your recently introduced H-Beams and its market response.
We are receiving lots of domestic and overseas enquiries of H-Beams on daily basis and we are working on them. Soon, we shall start the supply of H-Beams to Indian and Overseas market.

How difficult are you finding to stay on your marketing and business development strategy in the current tough economic scenario?
We agree that Indian economy is going through a very tough scenario especially plywood sector and there are numerous factors responsible for this situation, especially, imposition of heavy taxes by Central Govt. and Local Governments are really making hard to survive. But, still Shri Ram Panels is leaving no stone unturned to keep its flagship high. Our survival is being ensured by our versatile product range.

What are the initiatives taken by the company to sustain demand by insulating pricing pressure?
There are two strategies of business to meet pricing pressure, "Either reduce the prices and reduce the quality of products/services or increase the prices and simultaneously increase the quality of products/services" Shri Ram Panels has never believed in compromising with it's quality of products/services, infact we keep on working on new plans, focusing on new innovations, searching new technologies of production to reduce the cost of manufacturing so that we can pass on it's financial benefit to the customers in shape of economical prices. We are having PAN India distributors network, sales team and branch offices to facilitate our customers at every point whether it is related to supply or complaints handling our dedicated sales teams and distributors are always ready to support customers in every aspects.

Shriram Panels Scaffolding

As Shri Ram Panels is vying for a widespread global presence and started the journey from gulf countries. What are the next targeted markets and progress so far?
Shri Ram Panels remains always keen to bring something innovative and to explore new horizons. We remained successful in marking our presence in Gulf Countries and now we are targeting the European Countries. We are working on Joint Ventures with some overseas companies and hopefully Shri Ram Panels will again be successful in marking it's presence in European Countries also.

For Shri Rams Panels, 'Satisfied Customers are the best Advertisement of the Products.' Would you please describe the strategy which your company has adopted to win customer's trust?
Shri Ram Panels has always worked hard for customer satisfaction. We have PAN India Distributor network to ensure the ontime supply to end customer. We have opened branch offices in the major cities so that in case of any grievance they can approach there. Although, these offices are limited to some cities but we are working on increasing the numbers of offices to cater small towns as well. Dedicated services to the customers of all sectors has always put 'Magnus' in front row.

NBM&CW November 2013

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“Our Engine Oils Come with a Drain ou...

Vinit S. Asher
In an interaction with P. P. Basistha, Mr. Vinit S. Asher, Director Automotive Lubricants, Raj Petro Specialties, explained the positive characteristics of the company’s lubricants for construction and mining equipment that is likely to enlarge business in the sector in near future. Excerpts:

Raj Petro Specialities Pvt Ltd is a leading player in the petroleum specialities and lubricants space, with several innovations to our credit. With more than 6 decades of business experience in India and abroad, Raj Petro Specialities Pvt Ltd today has a complete range of products, three state of the art manufacturing facilities spread across India, possessing ISO 9001/14001 and OHSAS 18001 certification. Our dedicated R and D facility at Silvassa is NABL accredited against ISO 17025. We have a widespread distribution network across India with stockists, distributors and retailers. We also export various products manufactured to exacting standards to more than 75 countries around the world.

Raj group introduced the ZOOMOL range of automotive lubricants in the Indian market in order to cater to the emerging needs of the automotive industry. Special quality lubricants are required to meet the current Emission norms of Bharat IV in the metros and Bharat III in the rest of the country. Our product range consists of premium quality Diesel Engine Oils, Passenger Car Motor Oils and Motorcycle Oils, apart from Transmission Oils, Hydraulic Oils, Greases and Coolants.

Business profile

EPR-0109
Raj Petro is an integrated multi-specialty finished petroleum product entity, catering to diverse applications. We have our offices in Mumbai and Chennai along with the state of the art blending facilities at Chennai, Silvassa and Panoli backed by integrated research & development and storage facilities. For distribution of the finished petroleum products, we have depots at various locations to serve our pan India customers across all the channels. The distribution points well ensure timely distribution of the products to every corner of the country. However, being the oldest downstream oil company in the private sector in the country, Raj Petro has got another distinction, it is the largest group 2 and 3 base oil importer in India, supplying base oil to many well known companies in India to blend the finished products. In fact our Silvassa plant is enjoying tax holiday to supply the finished goods with nil tax facility extended to the customers. Raj Petro’s another distinction is that it has got major international presence, as we export 30 percent of our finished products to Europe, South East Asia, Middle East and South Africa.

Products Competitiveness

Raj Petro has an array of lubricant offerings catering to both the on-and off-highway construction equipment, involving dumpers, backhoe loaders, excavators, motor graders, tipper trucks and others. The lubricants offered by us are all kind of high end engine oils, gear oils, greases, hydraulic oils, and transmission oils. Some of our premium products have been approved by leading global OEMs such as Volvo, Scania, Mercedes, MAN, Cummins and MTU. The performance capabilities of our premium engine oils have been tested and endorsed by several leading customers across various segments of fleet, mining and infrastructure companies.

We market premium lubricants for the Construction and Mining industries, which have been specially formulated for extended drain intervals and reduced downtime. We have a wide range of products to cater to different engine technologies and various emission regimes. Our endeavour is to strive for better all-round performance both for on-highway and off-highway equipment.

Customer support towards preventive maintenance is provided through conditioning monitoring by used oil analysis and actual on-site inspections. Timely distribution of products is ensured through our own customer centric supply chain network.

NBMCW November 2013

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“Shell Lubricants is well positioned ...

Nitin Prasad
“Shell India Market Private Limited is a fully owned subsidiary of Royal Dutch Shell, a global group of energy and petrochemical companies. It is one of the largest and most diversified international investor in India’s energy sector among all global integrated oil companies. Shell India represents its liquefied natural gas, bitumen, retail and lubricants business in India, alongwith a significant Technology Centre and financial business service centre.” Lubricants business is represented by Mr. Nitin Prasad, Country Head – India, Shell Lubricants.

Given the rapid mechanisation involving the process of infrastructure construction, Mr. Prasad is quite optimistic about the future demand of lubricants from original construction equipment manufacturers and owners in India. Currently, 15% of business is derived by Shell Lubricants from construction equipment sector in India.

In an interaction with P. P. Basistha, he spells out the reasons of his optimism and explains how Shell Lubricants is positioned to take on the growing demand and build a brand identity in India’s construction equipment market where lubricants demand and finally brand recall is determined by numerous challenging factors. Shell’s range of lubricants includes hydraulic oils, industrial gear oils, greases, air compressor oil, heavy duty diesel engine and gear oils, passenger car motor oils, motorcycle oils, and others.

Shell Lubricants business overview and demand prospects from Indian construction equipment sector

Shell Lubricants has an integrated set-up in India. We have our own blending facility at Taloja in Maharashtra that was set up in 1995. The facility is being upgraded further taking into cognizance the emerging requirements of lubricants from the Indian market. A strong research and development team comprising 2500 personnel is based in our new campus technology centre in Bengaluru that provides inputs for preparation of the lubricants.

Rimula-R3-X-15l
Marketing support to the blending facility is ensured by our seventeen depots and two hundred distributors, located across India, to ensure delivery of the lubricants just on time both to the OEM and owners of construction equipment in job sites at strategic locations. Shell possesses the reputation of 99% on time delivery of its products, which allows not only the equipment owners to minimize down time but also cut down substantially on inventory costs. We foresee, growing demand of engine oils and other variety of lubricants from Indian construction equipment sector, catalyzed by growing mechanisation of construction activities. However, at par with developed markets, we see the demand of lubricants in India growing not due to country’s growing GDP, but proliferation of large numbers of OEM’s and growing number of construction equipment owners, both representing the institutional and rental segment.

Positioning towards offering value selling for brand recall

Shell creates its lubricants both for the global and Indian construction equipment market through forming research and development alliance with original equipment manufacturers. Providing engine oils for extended equipment uptime in differential weather conditions is also key for Shell. Shell Lubricants works with OEMs to draw on the technical knowledge and expertise to deliver a range of heavy duty lubricant products, business services and maintenance solutions that can help to add real value to the operations. Komatsu, Schwing Stetter, Ashok Leyland, and Eicher are some of the OEMs of repute with whom we are having an alliance for formulation of heavy duty lubricants and marketing endorsement. It is worth mentioning here that Shell Rimula, heavy duty diesel engine oils from the Shell Lubricants portfolio, is designed to protect construction equipment even in extreme conditions. Through the use of adaptive technology, Shell Rimula reacts to the operational conditions of the equipment to help provide optimal equipment protection.

R&D and condition monitoring support

Shell Lubricants invests heavily in lubricant R&D which has allowed us to be ‘first to market’ with a number of lubricants innovations and value-added services. We work closely with the customers to provide solutions in long-term partnerships and pride ourselves on finding practical solutions to the challenges they face. Shell delivers customer benefits through better technology which results from our 4D process: Define, Design, Develop, and Demonstrate. This systematic approach to product development combines a deep understanding of the customer challenge with applied fundamental science and an innovative approach to component selection. Shell invests heavily in the development of the next generation of lubricants that will deliver improved energy efficiency for our customers without compromising protection in accordance with the requirements of OEMs that focuses on minimisation of total operation costs during the lifecycle of the equipment. To ensure higher equipment uptime through our lubricants, we source additives from globally reputed companies. The additives are sourced based on Shell’s own standards and specifications. Shell provides engine condition monitoring support for the equipment through our service engineers and our distributors. However, the quantum of onsite support depends on the scale and business volumes.

Offerings for B2B and B2C through product plus mode

To meet the needs of B2C and B2B customers in India, Shell has launched the ‘Product PLUS’ portfolio that offers a wide range of services. Some of the services included in the portfolio are Shell Lube Match, Lube Analyst, and Lube Clinic. Lube Match is a web based tool which is designed to help customers match their vehicles and engines to the correct lubricants whether in the commercial vehicle, industrial or off-road sectors. Shell Lube Clinic and Lube Analyst facilitate low turn around time and offers reduced direct cost of testing as compared to comprehensive oil condition monitoring programme. Additionally, they reduce the tendency to rely on human senses to take decisions and helps avoid wrong top ups.

WW86325

Expectations from Excon 2013

Excon 2013, the mega construction equipment event would be an important platform to disseminate information about our range of product offerings. With large number of OEM participating at the event, it will provide us an opportunity to interact and educate customers about the benefits of using Shell Lubricants through showcasing our existing and new product offerings.

NBMCW November 2013

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Valvoline Cummins: Looking Beyond Lubri...

Mr. Vikas Kapur
With the growing and advanced requirements of lubricants from construction equipments so as to facilitate working for longer periods at sites based on ever growing compressed work schedules, Valvoline Cummins Limited, the strong private lubricant player offers products and solutions that go beyond the sole conventional domain of offering lubricants in India. Mr. Vikas Kapur, Assistant Vice President, C&I sales, Valvoline Cummins Limited spelt out the details of the value proposition offered by the Company in an interaction with P. P. Basistha that is likely to contribute further towards ‘Valvoline’ brand promotion.

Placing value proposition

Engines and fed parts of construction equipment working in India are becoming more advanced at par with global standards. The advancements are characterised in the form of compact, electronic fuel-efficient engines, advanced transmission systems. Coupled with advancements, equipments are being placed to work in adverse conditions for longer hours with extended drain out intervals based on compressed work schedules. In accordance with the emerging requirements, Valvoline is in the process of adopting an innovative approach towards formulating end-to-end solutions, which contributes towards bringing down total operation costs of equipment and finally products placement equally backed by our strong research and development and wide spread market network. One of our new offerings that contribute towards cost effectiveness is our super seal solutions which can be plugged in the radiators to arrest leakages of the coolants. Our other new formulation is additives for engines to flush out dust during the drain out intervals. The additives will ensure efficient working of our lubricants based on the advanced requirements of the engines in India’s highly dusty environments at work sites. To ensure that the newer products being appropriately handled, we are imparting education and training to operators and owners of the construction and mining equipment plant and machinery appropriate safety and product handling practices that needs to be adhered while handling the products. Besides we are training them on proper maintenance practices.

Newer advancements in lubricants offerings and approach behind offering valued products

Some of our newer advancements in lubricants are our new synthetic engine lubricants and new generation transmission oils. With advanced oxidation properties, the oil will be able to work in adverse conditions and provide efficient working of engines at high temperatures. The unique selling proposition of the combination of engine and transmission oil is that it is able to offer better fuel efficiency at least by 3-4 percent. At Valvoline Cummins, we consider value addition in lubricants which is essential as that will significantly contribute towards the brand recall in the competitive market. This is because; India as compared to other global markets has extensively varied geographical territories and extensively adverse job site conditions. The machinery has to provide extended uptime while continuously running in different environments. This can mean humid, hot, dry as well as severe cold conditions. There have to be valued, specialized engine oils and other lubricants for allowing the machines to work in all such conditions. For performance of the engine in varied service conditions, Valvoline offers its most premium product Premium Blue 15W-40 API CI4+ engine oil. The oil can provide advanced lubricant performance in modern low emission diesel engines. The engine oil endorsed by Cummins and meeting requirement of all other leading OEMs, is recommended for use in medium and heavy duty diesel engines for off-highway, construction, mining, marine and loco applications amongst others. The oil has optimum engine oil drain intervals. The properties of the oil include unique dispersive polymer technology with premium group 2 base oil for advanced soot control. It also has advanced cold flow and pumpability properties. The CI-4+ range of Premium Blue oils are especially recommended in EGR engines which are now increasingly used in all modern equipment as mandated requirement to reduce environmental emissions. EGR engines recirculate the exhaust gases back into the engine to reduce emissions into the environment. However, the effect of this is that great stress is then placed on the engine to cope up with increased formation of acid and sludge. It is thus vital that the engine oil for EGR engines be of completely new technology and Premium Blue CI4 oil is formulated to meet these requirements.

Newer offerings in grease and hydraulic oils

We are offering new variant of zinc free hydraulic oil for longer life of the hydraulic systems. Being zinc free it will result towards minimum erosion of the white metal, thus ensuring longer life of the hydraulic systems. Our new grease is water resistant and is ideal for backhoe loaders and excavators buckets in muck and under water usage.

Challenges towards promoting the new products and solutions

Our new valued products ensure that total operating costs of the equipment remain restricted. However, the irony in India is that despite cost of lubricants being less than 5-7 percent of the total operating costs of the plant and machinery, equipment owners stress towards deriving benefits from price per litre. Instead, the emphasis should be hourly output on per litre of lubricants. We are trying to address the issue by providing necessary information to the owners and operators on benefits of hourly output per litre while promoting our new variants of lubricants.

Ensuring on time product availability and support

Valvoline wants to be the most reliable supplier in this segment. Valvoline’s prime strategy towards ensuring brand promotion of our lubricants is ensuring timely delivery of the products at the desired locations. Ensuring timely delivery has allowed us to bring down inventory cost of one of our major customers in mining by Rs.2.2 crores per annum. Valvoline has 400 distributors catering to retail customer and 50+ distributors for B2B segment for ensuring delivery of our products. Valvoline product is available today at more than 50,000 retail outlets. This is an unmatched distribution network that no other private lubricant producer can match today.

valvoline Lubricants

Further, focusing towards timely delivery of our products, we are in the process of setting up a customer service cell that will be fully functional by March 2014. The cell will monitor the delivery status of the products. Customer support is being extended through our oil testing facility, which is a value proposition towards our products. This facilitates not only as a preventive maintenance tool but is also used for drain period extension and thus enhancing overall cost efficiency. Oil testing through Valvoline’s POST (Progressive Oil Sample Test) facility in Mumbai and Asansol in West Bengal is one of the most acclaimed used oil testing facilities in the country. Further enlarging our oil testing support, we are in the process of opening a new facility in Noida in Delhi’s NCR.

Capacity expansion

Valvoline has inaugurated its own fully integrated toll blending facility backed by its research and development wing at Ambernath in Maharashtra at a cost of Rs.150 crores producing 120 million litres lubricants per annum. It will be fully operational by end of 2013. The new facility will ensure long-term and complete delivery and security of Valvoline’s products.

NBMCW November 2013

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KYC Machine Industry, Japan Enters into...

Wataru Yoshida
“It is almost a year time now when KYC entered into the Indian market by entering into the manufacturing collaboration with Bhai Pumpcrete. In the past, KYC had been looking for an Indian partner to suffice its growth plan for the country. As pioneer of Infrastructure industry, Bhai Pumpcrete had plans to manufacture world class plants with the latest technological innovation and at an affordable price for its Indian clients. We visited BHAI plant and found the infrastructure and personnel to be more than adequate to manufacture world class mixers. The technological tie-up gave a win-win position to both the companies,” says Mr. Wataru Yoshida, Manager of 2nd Sales Sec, Overseas Sales Dept. KYC Machine Industry, in an Interview with Maria R.

Could you please brief us on your foray into the Indian market and what prompted or inspired you to enter into this region?

Our interest in India is related to its growing demand for infrastructure and economic growth due to explosion of population.

What led you to choose Bhai Pumpcrete as your business partner in India? Please tell us about your tie-up arrangement with Bhai.

In the past, KYC had been looking for an Indian partner to suffice its growth plan for India. As pioneer of Infrastructure industry, Bhai Pumpcrete had plans to manufacture world class plants with the latest technological innovation and at an affordable price for its Indian clients. We visited BHAI plant and found the infrastructure and personnel to be more than adequate to manufacture world class mixers. The technological tie-up gave a win-win position to both the companies.

It is almost a year now since you have signed JV with Bhai. What has been the response of the Indian construction market towards KYC’s products and services so far?

The project is in its initial stage. Bhai Pumpcrete had been edifying its clients about the new BHAI KYC Twin Shaft mixer and the response has been good. The Indian Infrastructure industry was looking for plants with such high class mixer which can mix self-compacting, high-strength concrete using the least amount of power. The mixer will be launched at EXCON 2013, Bangalore. We look forward for a positive response and acceptance of the twin shaft mixer from the Indian clients as we have seen in rest of the world.

How has the fall of Rupee impacted KYC’s business prospect in India?

KYC has just entered into the Indian market. Fall of Rupee will affect the import of some parts of the concrete mixers. If such scenario persists, then KYC will further transfer knowledge to manufacture the complete mixer in India. This will help us provide our clients with world standard affordable mixer which will be our advantage. We may also revisit our strategy and think of export from India if such scenario persist for a longer period.

Would you please tell us about your Parent company KYC Machine Industry, its expertise, manufacturing facilities, and global presence?

KYC Machine Industry Co., Ltd. having business experience of over 50 years manufacturing mixers, concrete batching plants, belt conveyors, has gained reputation through branch offices all around Japan and now operates a subsidiary company in Singapore, China and Taiwan. For coming years, KYC plans to make further business development in overseas countries.

A word about your Product portfolio, R&D wings and customer aftermarket support services.

KYC considers it as a current market demand to develop plant mixers and concrete batch plants corresponding to high strength concrete/self- compacting concrete. KYC has positively progressed developing plant mixers corresponding to high strength/self-compacting concrete over 10 years ago to meet with the market demand.

How have KYC Products been performing on global business front in the last 1-2 years bracing with current strong economic headwinds and how do you view your business growing in this environment in the coming years?

KYC Japan
KYC is known as a manufacturer who introduced twin shaft mixer for the first time in Japan. Owing to this, we have sales record of supplying twin shaft mixers over South & East Asia, Middle East long time ago. However, our sales has been in downward affected by stronger Japanese Yen and appearance of low cost mixer from China. KYC signed a License Agreement with Indian company and also started production of twin shaft mixer locally in China. KYC plans to resume sales and possibly makes it double in 3 years.

What are the innovative strategies adopted by KYC and Bhai to stave off toughening competition scenario in India?

KYC plan to introduce new technology for India make twin shaft mixers one by one to gain competition edge. Bhai Pumpcrete shall have more variety of the plants and will make effort to gain market demand in India.

Tell us about your participation at EXCON 2013 and how would it pep up the promotion of your company’s marketing objectives? Are you planning to launch any new product in this market? If so then please tell us about its technical attributes giving an edge over others and also its application areas?

This is the first participation in the show and the mixer that shall be exhibited is the first India made KYC Mixer that has proved excellent performance in Japan. Our first aim is to let Indian customer to recognize that Bhai Pumpcrete has started production & sales of KYC Twin shaft mixer in India. To be more specific, KYC has long history and experience in supplying a large number of concrete batching plants to Hydro dam projects, nuclear power plant projects and if necessary may exhibit a banner or photos of such projects.

NBMCW November 2013

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Haulotte India Focuses on Customers’ ...

Alexandre Saubot
“We have set up our Indian subsidiary in line with our Group’s objective of ‘Customer Proximity.’ The whole range of AWP products and telehandler’s range is available for sale in India. The markets have well received our products and our share is steadily increasing. We understand the fact that this market is very price sensitive and taking the same in to cognizance we adopt a very competitive pricing strategy for the Indian market,” says Mr. Alexandre Saubot, CEO, Haulotte Group in an interview with Maria R.

Now almost a year has passed of the Group’s successful operations in India. What are the company’s product lines available for this market and the responses they have received so far?

Haulotte machines have been in India for the last 8 to 10 years. We have set up our Indian subsidiary in line with our Group’s objective of “Customer Proximity”. This involves the establishment of a commercial & services network closer to our customers, with teams of professionals who understand the needs and expectations of their markets and provide the support to our clients. In short, we are in the process of consolidating our operations at the moment.

The whole range of AWP products and telehandler’s range is available for sale in India. The markets have well received our products and our market share is steadily increasing.

How different you find the Indian market place vis-à-vis the markets abroad? Do you think that their higher cost is a deterrent as far as Indian market is concerned which is more price sensitive?

The Indian market is very interesting; the demand in AWP is growing with the construction market and infrastructure sectors. We understand the fact that the this market is very price sensitive and taking the same in to cognizance we adopt a very competitive pricing strategy for the Indian market.

What are Haulotte Group expectations from its Indian operations? How does the company propose to promote, and achieve greater customers’ proximity and increase your footprint in India’s vast market?

H28-TJ + HA41PX-HSX-224
Our policy is similar worldwide, Haulotte Group is doing its best to provide support (in terms of services, customer’s training - sales team and service team….) in order to be a partner to our valued customers.

We are quiet buoyant about the potential of the Indian market has for our product line and that is why we are here in India to be able to serve our customers at close proximity effectively and efficiently.

With our Haulotte India website in place (www.haulotte.in) and our regular features and advertisement are important Equipment / Infrastructure magazines like yours.

How has the fall of rupee impacted Haulotte business operation? What enabling steps are you taking to minimize the impact?

The fall of the rupee as well as the current economic scenario in the country is affecting business for everyone. Although requirements of machines are rising but owing to the aforesaid factors decision making is getting delayed as customers are apprehensive of the current situation.

We at Haulotte understand the need of the hour and are giving our best possible prices to our customers. The silver lining for us in these trying times is we have been able to increase our market share considerably.

Safety concern is the most important issue of machines as operators operate at considerable height please tell us the main safety features of Haulotte products.

Haulotte Access equipment are manufactured as per European CE standards confirming to EN280, which are amongst the most stringent in terms of safety. There are safety cutoff systems which prevent the machine to be overloaded or work at an outreach which can result in an accident due to negligence of the operator. Our objective is to produce machines which give a confidence to work at heights.

Sometime back Haulotte had announced the launch of its Entrapment Prevention System, ACTIV’ Shield© Bar for UK market. Is there any plan to introduce the same in the Indian market for operators’ safety and reducing the risk of its entrapment?

The kit ACTIV’ Shield© Bar will be available for sale worldwide on diesel machines beginning of January 2014.

As a focused concept in India, how would you like to address the training and regular maintenance issues as an essential part of technical services to the clients?

Some of our customers are already in touch with IPAF, the association for the promotion of safety. It’s a key issue for us and our customers to promote safety at working height. Concerning the maintenance issues, we have to work as close as possible with our customers in order to provide support and training for the best use of our Haulotte machines.

NBMCW November 2013

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Spartan to Launch India Make Tower Cran...

Vikram Mehta
“Even if we are leaders in Bar Cutting & Bending machines, we have never stopped and relaxed on it. We keep developing new ranges of cutting & bending machines with value additions and a rugged design. Other than these machines, we have couple of technologically advanced Man & Material handling hoists. Due to recent fluctuations in dollar, which makes it incompetent to import, we are starting manufacturing of the entire Tower Crane in India at our Atgaon factory. We are launching India make Tower Crane at Excon 2013. In addition, we have planned to launch couple of Multi-Functional man & material handling Hoists besides introducing our whole new range of Material & Passenger Hoists- SPM 100 & 150 and SMH 100, 150 & 200” informs Mr. Vikram Mehta, Managing Director, Spartan Engineering Pvt. Ltd. in an interview with Maria R.

What has been the business performance of Spartan Engineering Industries Pvt. Ltd in the past three quarters of 2013 in this tough economic scenario?

Economic Scenario as you are aware is not too healthy for any business as of now, and that too with construction and infrastructure industry, it is not too supportive. Hike in dollar currency has further dampened the sustainability. Many projects in India are either halted or closed down due to economic slow down or government policies. But I believe, only these situations test the best against the rest and come out a winner. We have taken this slowdown as an opportunity to bring in new machines, which would revolutionize the way man and material handling solutions are provided. We are sure we would pass over this tough situation with our to be launched promising range of man & material movement equipments.

With a rich engineering expertise, Spartan is today the largest seller of bar bending and cutting machine in India. What are the other products the company has in its portfolio which get burgeoning response from the market? How have these products proved to be eco-friendly as well as cost-effective in the construction sector compared to others available in the market?

SPM-100
Even if we are leaders in Bar Cutting & Bending machines, we have never stopped and relaxed on it. We have developed a new range cutting & bending machines with value additions and a rugged design. Other than these machines, we have couple of technologically advanced Man & Material handling hoists. Spartan has always been a trendsetter in bringing world-class designs with international safety features in Hoists. Our multi-functionality approach to hoists has put us in a league of being innovative, thereby delivering value added products. Many fabricated and unsafe machines have been in market for long time. Many accidents and mishaps on construction sites have been making headlines for some time now. Indian construction sites have been facing various hazardous and unsafe methods of construction, in order to save on cost and unskilled labour. We have identified it and have come up with these machines which have numerous safety features, for both the material and labour. Our machines are equally eco-friendly on various fronts of energy consumption. Unique Uni-case gear box design ensures less wear & tear in gear box & low noise during operation. Gear box & motor used is one of the best in industry delivering 94% efficiency. It has minimum of Less than 6% loss in power conversion. It has Highly efficient 9.2 KW motor, which ensures low power consumption. Am sure you would like to know more about it at Excon 2013.

Your new plant in China has started manufacturing various models of Tower Cranes which are available both in India and China. How challenging Spartan found to make its presence in this new segment where already numbers of foreign players have their strong hold? What new technical inputs, the company proposes to add to gain a foothold in this segment?

Due to recent fluctuations in dollar, which makes it incompetent to import, we are starting manufacturing of the entire Tower Crane in India at our Atgaon factory. This will make us more price competitive and more aggressive to take on bigger market share of booming Indian market. Also, we will be using European Gear Box motor and state of the art electrical control panel with VFDs to save on power and develop a rugged and maintenance free Tower Crane with world class safety features. We will have 4 models with 40, 50, 55 & 60 mtr. jib of inner climbing type, stationary & travelling models to cater to all types of customers having various budgets & requirements. We are launching India make Tower Crane at Excon 2013, Bangalore.

How has the fall of Rupee impacted Spartan business operation? What enabling steps you are taking to minimize the impact?

SBM-16
Yes, fall of rupee has certainly impacted Spartan as it has done to many other companies. We had already taken few steps towards it. We have focused to manufacture machines and parts indigenously. Thus there would be minimal dependence on imports and the constant rupee rate fluctuations. We have initiated various actions towards it, by revamping the manufacturing processes at our Atgaon plant. (Mumbai Nashik Highway). We are also extending the current factory at Atgaon for Tower Crane manufacturing. We have invested & upgraded our manufacturing facilities by adding CNC Machines for precision in production of critical parts like shafts, gears etc. For better & long lasting finishing, we have installed shot blasting & painting booth. Lot of such in-house manufacturing activities would certainly make us less dependent on the market fluctuations.

In its quest to produce more innovative products, the company launched new and rugged cutting machines sometime back. What are the special features of this product and market acceptance it received so far?

We have taken various steps taken to make our Cutting & Bending Machines more efficient, economical and with world class safety features. We have re-engineered the machines to sell at the most competitive price, thereby increased savings on initial cost, operating cost and maintenance cost. We have considerably reduced spares rates and further offer you more discounts, after signing Spare Rate Contract. We insist our customers to sign the contract, which would save time, money & unwanted paper work. We are seeing a good amount of positive response from our customers and hope to further evolve.

The equipment market has reached at that critical point where key competitive differentiator would be after market and innovations. How are you looking on this aspect?

We agree that the key competitive differentiator would be to have focused and come closer to customers by conducting Preventive Maintenance Clinics (PMC) and signing Spare Parts Rate Contracts. Additionally we have increased the number of service engineers to 150. We have invested in world-class Oracle ERP System for receiving call management & service module. As far as innovations are concerned, we have ramped up our strength of people to our design team from 2 to 20 numbers in last one year and invested in high end IT systems and 3D softwares for faster & accurate designs.

Trained operators and technician and preventive & periodical maintenance play a big role in equipment performance. Please brief us on your operators training programs and other related services.

We are amongst the very few companies which have fully dedicated Customer Delight Department. AMC (Annual Maintenance Contracts) & PMC (Preventive Maintenance Clinics) are conducted for all our machines for better life & less downtime for the Machines. Spartan has recruited and trained 150+ Engineers. We have armed them with bikes to reach your sites immediately and are spread across India. We do conduct Operator Training Programs at our customer’s sites on periodic basis. Our engineers are well trained to train. We do have various presentation kits for every product, which is shared with them and explained them on every minute feature and safety norm of the machines, not just to operate but how to avoid breakdowns and to increase the life of machine. So far we have received various acknowledgements for the same, and we thank our customers to give us an opportunity for the same.

SRP

What are Spartan’s plans to participate in the mega CE event EXCON 2013? What are the new products, services and developments proposed to be launched at this mega event? Do you think the event will pep up the market?

As I shared with you before, we plan to launch couple of Multi-Functional man & material handling Hoists at Excon 2013. I would like to introduce our whole new range of Material & Passenger Hoists- SPM 100 & 150 and SMH 100, 150 & 200. Research and feedback from more than 500 customers using our material Hoists for more than 8 years have inspired us to introduce these machines. Spartan has always been a trendsetter in bringing world-class designs with international safety features in Hoists. Our multi-functionality approach to hoists has put us in a league of being innovative, thereby delivering value added products. The multi-functionality has been the ‘main feature’ of these machines. By multi-functionality, we mean our machines can carry various types of material used at construction sites. The cage can carry material like sand, mortar, cement bags etc. The revolutionary horizontal rebar attachment, can carry various sizes upto 9 mtr length rebars. The ‘roof attachment’ can carry 10 – 12 nos. of labour at various heights. And all these at the price of single machine. Hence it is the best alternative to the Expensive Tower Crane, and also saves cost on purchasing, erection and dismantling of the same. Our design team has studied and researched many Indian and European machines, and this is the result of our survey and learnings. We have erected these machines at various sites in India, on test basis, and got a very positive and motivating feedback. With certain modifications in the design and operation, we have finally come up with the best design to cater to Indian construction site conditions. I am sure, you would agree to allow me to open all my cards there at Excon 2013 in Bangalore...

NBMCW November 2013

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Universal: A Multi-product Export Orien...

Ranjeet More
Universal is a multi product, multi location export oriented company with over 5 product lines such as, Concreting, Material handling, Compacting, Sand processing, Block Making etc. “The Company entered into Tower Crane business in the year 1999-2000 by forging a distribution Tie up with German Crane Manufacturer. Now we have taken forward the localization of Tower Crane in our agenda on priority. At Excon 2013 we will be displaying-Heavy Unique Concrete Batching Plants, Small mobile concrete solution, Vertical Material handling equipment & Uniquely design Rock Breakers,” says Mr. Ranjeet More, Managing Director, Universal in an interview with S. A. Faridi.

What has been the business performance of Universal in the past three quarters of 2013 in this tough economic scenario?

Unversal is a multi-product, multi- location export oriented company. It is very tough to handle such scenario but in down times, it also plays a balancing role. Same happened in past 3 Quarters of 2013 where the high value & capital intensive sale went down but small & medium equipment sale balanced the same, Sale in Metros went down but it was balanced by Tier-II & Tier-III cities.

Similarly, having said that domestic market still went down below target but it was compensated by price realization of Exports.

Universal has been adding new products to its portfolio on regular interval despite slowdown; what has been the driving force and strategies behind these products addition?

Universal considers R&D as back bone of the company and always strive to develop new products. This has been a key factor & helped Universal to Stand in such slow- downs and tough times. Right in 1997 Universal developed equipment for Dams & Irrigation projects. In 2000, it developed equipment for roads, In 2008, it developed Heavy concrete & Material handling equipment. This new range of products improved the customer confidence, also moral of Universal team increased to face the slowdown.

Concrete manufacturing equipment has been the core of universal business; what prompt you to add tower crane into your products portfolio by entering into a distribution tie-up with German crane manufacturer Useter? And what has been the market response?

Universal has more than 5 product lines such as, Concreting, Materials handling, Compacting, Sand processing, Block Making etc. Universal went into Tower Cranes in the year 1999-2000 with German company. But the market was very immature during that period & certain circumstances forced us to move out of Tower Crane business.

Baching Plant

Universal now wants to offer various vertical materials handling solution for its valuable customer & Tower crane is one of the products along with Passenger/ Materials Lift, See Saw lift, Mini lift etc. The response has been quite good as the product is robust, sturdy, heavy, and safe.

Localization of German designed Tower crane was also on company’s radar. What has been the progress so far in view of the impact of rupee devaluation?

Universal has taken forward the localization of Tower Crane in its agenda on priority. There, has been a big impact of Rupee devaluation on this Business.

The equipment market has reached at that critical point where key competitive differentiator would be after market and innovations; how are you looking on this aspect?

Innovations will always lead & it is absolutely essential in today’s world. Innovation for new products which are fuel / energy efficient, cost competitive, user-friendly are important aspects. Universal also feels deeper market reach as important aspect in today’s market / business.

Trained operators & technicians and preventive and periodical maintenance play a big role in equipment performance. Please brief us on your services.

India has a big challenge of scarcity of Trained manpower. The productivity of the Indian Technicians is as low as 20% to the Global standards. This has a impact on productivity and performance of the Machine, particularly high value capital equipment. Universal was the first to move in the industry to start operator training centre in 2007 with CIDC.

So far the company has trained more than 3,000 operators and has a target to train more than 1000 operators this FY.

What kind of growth do you expect in next two-three years for your company and innovative strategies to stave off toughening competition scenario?

Three years in today’s time is too long period to have a clear cut visibility of market. Though we have 3 years plan which indicates 20% year-on-year growth. We have gone through a situation in the 1st half of this FY which was not expected.

The 3rd & 4th quarter will be very important though we have the general election & there are very less signs of improvements which seem to be very temporary.

How are you planning to participate in CE industry mega event Excon to be held in Bangalore? What would be the focus of your projection in this mega show?

  • EXCON has always been a great event for the Indian Construction Industry but somehow this time it seems to be very tough situation to handle due to market slowdown, Tight cash flows and tight liquidity. The Infrastructure sector has slowed down and there are very less signs of catching up even after EXCON.
  • I hope the good monsoon and some good government strategies would come up to improve the market in the 2nd half after Diwali festival. Our focus will be on New products Launches where we will be displaying- Heavy Unique Concrete Batching Plants, Small mobile concrete solution, Vertical Material handling equipment, and Uniquely design Rock Breakers.

NBMCW November 2013

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Hyundai New Excavators get Overwhelming...

Dheeraj Panda
“Hyundai excavators are among the premium products available in the Indian construction equipment industry and we plan to showcase them during Excon 2013. We would display a range of 20T excavators besides the small and large tonnage. Our recently launched R210-7v and R140LC-9 excavators have received pleasantly good response from the market. These are high-end, most advanced excavators in the Indian industry in terms of technology being offered. Besides these, our excavators are best known as value for money and eco-friendly equipments. With our robust and advanced technology, we conserve environment and offer optimized output at the same time,” says Mr. Dheeraj Panda, GM- Sales & Marketing, and Hyundai Construction Equipment in an interview with S. K. Khanna.

Recent developments at Hyundai suggest that the company is in a big expansion mode in India to manufacture a wider product range by setting up additional lines in a year or so. Would you please share some of these details with our readers?

We recently launched R210-7v value for money excavator during BAUMA ConEXPO 2013. This product was specifically designed for value conscious Indian customers. Versatile excavator for varied application from Rental to Hiring business, R210-7v is equipped with mechatronics for optimize d fuel consumption and productivity, lowest operating cost in 20-22T class of excavators, stable in the toughest and most rugged working terrains and powered with Kirloskar 6R1080T engine. Besides R210-7v, Hyundai also added 9 series excavators in 14T and 22T. These are high-end, most advanced excavators in Indian industry in terms of technology being offered. Our excavators are best known as value for money and eco-friendly equipments. With our robust and advanced technology, we conserve environment and offer optimized output at the same time.

Hyundai is an important player in Excavator lines with a manufacturing capacity of nearly 5,000 units at its facility in Maharashtra. Recently, it has launched its new 14 tones capacity of Robex 9 series. What is the market response of this innovative product so far?

We were pleasantly surprised with the customer response towards R140LC-9 when we launched in the market as our R140LC-7 machine was highly accepted and appreciated. With the appropriate training and understanding of the advanced technology, customers started to experience its results and found the Hi-Mate Remote Management System to be a necessity. With the India growing technologically, there was always a need for this product in the market. All Hyundai did was listen to the tacit needs of the customers and made the technology available.

India being a vast market for CE products; how does the company propose to manage this vast market through placing a strong dealership network and distribution channel, pre- and aftermarket sales support services for the users of Hyundai products and services?

In the current market scenario, repeat buyers, value added services and developing India specific machine is the key to sustainability. I am extremely proud to say that this has been Hyundai’s strategy even before Indian juggernaut started experiencing the turbulent economic waves.

Hyundai has always been conscious of its customers’ needs and constantly strive to reach close to them. To cater to the rapidly growing customer base in south, Hyundai recently added 2 new dealers- V Engineering Enterprise and Asha Atuomines Pvt. Ltd. Amplifying the dealer network to 29 with 100+ touch points. Apart from this, Hyundai also has its efficient 24 x 7 customer service no. to be available for the customers round the clock.

To facilitate equipment financing, Hyundai with the support of its parent company, has a very stable financing arrangements. Over the years, how well the scheme has shown results facilitating buyers to acquire equipment?

Apart from having collaborations with all major financial institutions with presence at national as well as at regional level, Hyundai is walking an extra mile to delight the customers by providing tailor made solutions as per the financial requirements of the customers depending on their profile.

What would be the focus of Hyundai’s participation in the forthcoming CE mega event -Excon 2013-scheduled to take place in Bangalore in November this year? What new products and services are expected to be launched by the company there?

EXCON undoubtedly being one of the largest trade fair of CE industry in India, the exposure and the opportunities will be big providing an excellent platform for exhibitors, buyers and delegates who share a common outlook towards, joint venture, technology transfers and strategic business alliances. Hyundai excavators are among the premium products available in the Indian Construction Equipment industry and we plan to showcase them during the exhibition. Hyundai will showcase a range of 20T excavators besides the small and large tonnage excavators.

NBMCW November 2013

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Wirtgen India Continuously Bringing New...

Ramesh Palagiri
“Wirtgen group have always a long-term view of the market. We are now focusing on optimizing our process, improving efficiencies and at the same time stepping up investment for the future. We are now building a new facility in China and expanding our Pune facility. The paver project is on and we expect it to be available by 2015. For the Indian market, we have now started offering the award winning Vogele ‘Dash -3’ Range of pavers and the latest generation of recyclers - Wirtgen WR 240. We are continuously bringing new products and technologies for the Indian market and at Excon we would introduce our new Tandem roller ‘Made in India’ to all the visitors,” says Mr. Ramesh Palagiri, MD and CEO, Wirtgen India in an interview with S. K. Khanna.

There is a view that country’s slowdown spell is more due to missteps and not just due to only global meltdown. Instead of worrying too much on the fall of rupee, current account deficit, external borrowings which indeed are the problematic areas, the industry and the government should concentrate on improving manufacturing, rejuvenating supply and demand to offset these impacts which are more driven by speculations. What is your take on it as one of the captains of industry?

We have to focus more on manufacturing as it not only generates jobs, but can also cut down our current account deficit as a number of imports can be substituted locally and then can also be exported. This is exactly what China has done over the last two decades.

Wirtgen enjoys a reputation of progress and growth under all circumstances. How has the company handled pessimism set in within and outside organization due to slowdown and still remained stable in its business and technological performance?

The Wirtgen group have always a long-term view of the market. We are now focussing on optimizing our process, improving efficiencies and at the same time stepping up investment for the future. We are now building a new facility in China and expanding our Pune facility.

What is the current status of development of new Tandem Roller and the new Vogele designed pavers for the Indian market and now being manufactured at Wirtgen manufacturing facility in Pune?

The Hamm HD 99 tandem roller has been launched and the first lot of rollers have rolled out of Pune facility in August 2013. The paver project is on and we expect it to be available by 2015.

As a new entrant in the crushing and screening segment, how Wirtgen is positioning itself for Kleemanan range of crushers and screening plants and new line of mobile jaw crushers, which enjoys appreciation in terms of high efficiency and versatility across the globe?

For Kleemann, we are still learning, with regard to the kind of product which are required for our market and also on how we can compete with Metso, Terex and Sandvik. We will come with a solution in two years.

Having invested a sizeable investment in setting up state-of-the-art manufacturing facilities in India with four strong brands at its command¬--Wirtgen, Volgele, Hamm, and Kleemann; how do these attributes enable Wirtgen an innovative solution provider in the road and mineral technologies business in India, adding value to facilitate smooth work at the construction site, mine or quarry?

For the Indian market, we have now started offering the award winning Vogele “Dash -3.”

Range of pavers and the latest generation of recyclers - Wirtgen WR 240. We are continuously bringing new products and technologies for Indian market.

A word about Wirtgen new workshop facilities for refurbishing machines. How is this programme proceeding meeting the set targets?

It has been well accepted by our customers and we are operating at 70% of the installed capacity.

Over a period, Wirtgen has emerged as a very strong player in surface miner segment. How have these products proved to be eco-friendly as well as cost-effective in the mining sector comparing others available in the market?

HAMM
Wirtgen are the pioneers in Surface Mining worldwide with the Widest range of products. We are the market leaders with 75% market share worldwide including India. We are continuously working to improve productivity and towards the end of this year we would launch a new high productivity miner for Indian local market.

A word about Wirtgen participation in the 7th edition of Excon 2013. How do you perceive this mega CE event as an appropriate platform for showcasing your company strength, enabling the customers to get a hand on experience of the performance of your products and services? What are the products and services expected to be unveiled in this mega event?

Excon and bC India are the two exhibitions where we participate to showcase New technologies and innovations of the Wirtgen Group.

At Excon, we would have our new Tandem roller “Made in India,” and also the award winning Vogele range of “Dash- 3” pavers alongwith Wirtgen Recycling equipments WR 240.

NBMCW November 2013

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ECEL – Stresses on Exports & Cost...

Rajinder Raina
“As of now we are focused on increasing our export business and Africa is one of the targeted markets. It is the time for some homework particularly on the cost front. We revisited all the cost centres & cut the avoidables. A mass customer contact programme called “Sampark” was run for 30 days to reach out to all our existing customers for free health check up of their machines. It has given us more than what was expected from it and also helped us to work out the way forward on after sales support,” says Mr. Rajinder Raina, General Manager, ECEL, in an interview with S. A. Faridi.

What would be your business agenda to dispel present pessimism set in and around ECEL business?

When things are not too bright outside, it is the time for some homework particularly on the cost front. Industry has seen brilliant growth in the past decade & half and I am sure the current phase will pass.

Escorts probably is one of the few Indian companies who has developed its products indigenously. What has been the driving force to maintain an indigenous identity when most of the Indian companies have at one stage Joint Venture with multinational companies?

TRX-1250
Ecsorts Construction started off with pick–n–carry cranes developed indigenously keeping Indian market in mind. Built up an engineering development/design team that responded to the voices captured from the application/work sites. Instead of pushing products into the market place, the objective was to provide solutions. Technology had to be in keeping with the evolution of the local market. We are not averse to technical collaborations that help us absorb modern product technologies & manufacturing practices. The indigenous identity has helped us move the market to the next higher level of technology that caters to the new project requirements. This very strength resulted in Escorts giving the first totally indigenously developed Backhoe Loader ‘DIGMAX’ to the Indian market that ranks at the top of technology, performance & reliability.

Present spell of slowdown is a big challenge but it is also an opportunity to introspect and fine tune your operations. What has been the company’s current focus on expansion and strengthening of its products support and market reach?

The slowdown is certainly a challenge. We revisited all the cost centres & cut the avoidables. A mass customer contact programme called “Sampark” was run for 30 days to reach out to all our existing customers for free health check up of their machines. It has given us more than what was expected from it as also helped us to work out the way forward on after sales support.

How has this fall of Rupee impacted Escorts business operation? What enabling steps you are taking to minimize the impact? Don’t you think export to SAARC and developing countries, can be an option?

The sharp & unexpected erosion has impacted our manufactured products wherein imported aggregates are used & the traded equipment business has been hurt. Whereas the increase has to be passed on through price hike increased focus on exports is needed. Besides SAARC countries, Middle East & African countries are on our radar.Export benefits help in more than one ways.

As one of the captains of the industry, don’t you think that instead of worrying too much on the fall of rupee, CAD, external borrowings which no doubt are a matter of concern, the industry and the government should concentrate on improving manufacturing, rejuvenating supply and demand to offset these impacts which are more driven by speculations?

In the past decade, given the boom & the outlook of the industry, most of the companies ramped up their production capacities & attendant investments were made as also, new players entered into the Indian market. This was natural. However, the negative growth in the last 18 months impacted everybody and the impact was sizeable, between 30 and 35%, computed Y-o-Y. Govt has to chip in because it is the biggest spender in India. This will enthuse foreign players to regain their confidence & invest in India. These concerns have been raised with govt at various forums. It is hoped that the industry will look up from here on.

In materials handling business certification of equipment like definition of performance, safety and operation is a big issue as there is no specific/unified guideline, and everyone interprets it as per his/her own preferences and understanding. Hence there are lots of confusions among end users. What are your suggestions on the same?

The answer is yes and no. For anything to get a standard shape, there has to be a necessity for it & the rest will follow. Safety is becoming a feature of necessity & premium. It has become a qualifying criteria in majority of the cases & this entails safety of men and materials. Measurement of performance does have a definition in the form of guaranteed percentage performance, measured on uptime basis. Measurements of production per hour & fuel consumption are still more of a product differentiator. As the sales narratives change, international practices come into play, standards shall be available for the end users in a definitive form. However, even globally, different sets of standards are followed & not one/uniform global norm.

Waking up from its policy paralysis phase, the government has cleared/announced a number of new infrastructure projects and took necessary steps to fast track their implementation as well. How do you link it with the revival of the CE industry in spite of the Parliamentary election due early next year?

Our industry has a direct correlation with infrastructure projects getting started. The shorter the time allocated for completion, more mechanistion is needed & thereby increase in demand. If sufficient number of works get awarded, there will be an increase in demand. There is a little movement but what is needed is awarding of major work packages. Elections generally tend to result in slowdown in our industry.

Entry of many big brands in the backhoe business in the last 2-3 years coupled with negative growth has put a question mark on market potential. Where do you see the market in the next two three years and increasing Escorts market share?

Backhoe industry being the biggest one in India is bound to attract players. It can’t be wished away. Escorts Digmax has been able to create sufficient visibility across the country. The latest version DIGMAX II has all the features to rake in 7 percent and 10% of market share during the next two years. We have a product in hand, strategy in place & requisite infrastructure to provide the after sales support. As for the market size the market is expected’ to touch a double digit growth next year & improve further there from.

There was a plan at ECEL end to set up CE manufacturing facilities in African countries. Is there any development taken place in this regard to report?

As of now we are focused on increasing our export business & Africa is one of the target markets. Manufacturing facility is not on the cards at this point of time.

NBMCW November 2013

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LiuGong Betting Big on India

Rohit Punjabi
“For India, we are strongly committed to bring in the latest technologies, products and best business practices from around the world to serve the local market with Liugong four-level of technical support and strong dealersip network. We believe Excon 2013 will go a long way in promoting CE business in India.The main attraction at our booth will be the presence of new members in our product family- Wheel Loaders. We sincerely hope that the visitors to our booth will be getting an incredible experience beyond their expectations,” says Mr. Rohit Punjabi, Asst. Director (Strategy Development and Marketing) during an interaction with S. K. Khanna.

What has been the impact of the fall in rupee on the business and technical performance of LiuGong India during this year? Is the company looking for more localization to minimize the impact?

Though, the Indian economy is still expanding faster than many economies of developed nations, the never-ending downfall in rupee value is merely a small exposure to the country’s deteriorating financial health. At present, the economic downfall in the Indian economy is not showing any positive signs. Moreover, Capital has dried up for the sector due to varied reasons including stringent norms for lending by RBI and lower risk appetite of the banks/ sectoral cap limits. We have had a flat year after experiencing growth from the past few years. We have invested in improving our service offerings thereby engaging with them and creating a value added partnership.We have also invested in localization to remain more competitive in the emerging scenario.

The summer months for the CE market has been a dull spell; will the coming winter spell be more harsher for it and market could spring up during spring season next year? What is LiuGong assessment of the CE market situation?


Owing to the overall slowdown in the Indian economy, the current fiscal year has been a bit sluggish for the construction equipment industry. The industry will gain momentum if the government starts implementing the delayed projects and carries out the active reviews and monitoring to ensure timely completion. Rising input cost, increase in the fuel prices and depreciation of rupee have also taken their toll on the market. However, the market is likely to pick-up by mid 2014 as the government is focusing on infrastructure development.

Liugong

Tell us something about LiuGong Monsoon Magic programme. What are its objectives and features and their impact in the market?

Liugong, one of the leading manufacturers of the construction equipment, has rolled out monsoon scheme “MONSOON MAGIC” offer. The main motive behind this scheme is to provide more benefits to the customers during the monsoon as compared to any other season. The scheme will provide special benefits to the customers like upto 60 days EMI holidays, tenure availability up to 4 years and much more. The basic idea is to be more close to the customers and to ensure that each customer should get relief from the economic slowdown. The construction industry, which is battling the worst slowdown in a decade, has been trying new marketing efforts to kick start demand. This is a part of the company’s monsoon strategy to push the equipment demand in the market.

Would you please spell out details of the initiatives the company is taking to capture more market shares?

We are reasonably confident that Liugong has planned capacities well in India and will grow into the market and win share over time. We can also foresee our ability to take share increase with time, as we bring more of our products and capabilities to bear in India and related markets. The equipment industry has seen fluctuating growth in the last few quarters and we foresee that this will continue for the next few months, so we will keep watching the market.

How does the company propose to strengthen its pan India presence in the country deploying a vast network of dealers equipped in a position to render 24x7 technical services and products support?

With high growth potential, India is an exciting market to work on. Indian market is different from others-large, heterogeneous, and diversified requiring different solutions vis-à-vis other markets. It is both as a challenge as well as an opportunity. Liugong can successfully navigate these challenges and avail the opportunities in them. For India, we are strongly committed to bring in the latest technologies, products and best business practices from around the world to serve the local market conditions.

Liugong Wheel Loaders

Liugong four–level of technical support involving operation support, basic maintenance support, annual maintenance, and timely parts support backed by our network of 20 dealers pan India will continue to ensure optimum customer and product support.” Our dealership support encompasses training for our overall competence levels within our dealerships.”

What are your plans to participate at Excon 2013 to be held in Bangalore? What new products, services, and developments are expected to be unveiled in this CE mega event?

Excon has always been an essential platform for all CE manufacturers to come closer to the customer. It has been a trend-setter in terms of spreading awareness about new CE technologies available in India as well as across the world. We believe that this edition also will go a long way in promoting CE business in India. We are going to display our complete range of products. The main attraction at our booth will be the presence of new members in our product family- Wheel Loaders. We sincerely hope that the visitors to our booth will be getting an incredible experience beyond their expectations.

NBMCW November 2013

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Schwing Stetter Geared up for Excon 201...

Anand Sundaresan
Schwing Stetter Group has now access to very wide range of construction equipment. XCMG’s investment in Schwing Stetter Group has brought in great synergy between the two companies. “Our majority of the products are receiving positive response from the market. We are planning to introduce some new products and many improvements in our existing products during Excon,” says Mr Anand Sundaresan, Vice Chairman and Managing Director, Schwing Stetter India, in an interview with S. K. Khanna.

Are we not too much obsessed with discussions on the fall of rupee, current account deficit, external borrowings which no doubt are important issues, but don’t you think the need of the hour is to focus on productive growth, rejuvenating of supply and demand to offset some of these problems which are more driven by speculations. As one of the important captains of the industry; what is your candid view on this?

To some extent, I do agree that we are quite obsessed with the fall in rupee, current account deficit and so on, which are repercussions of matters not falling within the internal growth of the economy. Our only way to counter the fall in rupee which is a by-product of current account deficit is, to reduce our dependence on imports by indigenizing to the maximum extent possible. We should not tweak around with our fiscal policies and bank rates too much, to arrest the fall in rupee etc., which should be allowed to behave the way it should, based on market forces. Tweaking around with fiscal policies and bank rates will have aftermaths which could be seriously thwarting the prospects of growth.

Has the fall of rupee disturbed the business or technical performance of Schwing Stetter during this year?

The fall of rupee has definitely affected the bottom line of Schwing Stetter India because there are many components which are still being imported by us and their costs have gone up substantially. Whereas on the positive side, this has forced us to speed-up our process of indigenization.

Following XCMG acquiring stake in SS, what is the new business matrix worked out? How well it is promoting the synergies between the two companies?

Undoubtedly, XCMG’s investment in Schwing Stetter Group has brought in great synergy between the two companies. Schwing Stetter Group has now access to very wide range of construction equipment. The partnership itself is in its initial stage of integration and it will take some more time for us to come out with concrete steps towards expanding our products range.

S43

In the last CE industry mega event, SS unveiled 6 exclusive products for the Indian market. What has been the market response so far?

Majority of the products are receiving positive response from the market. However, unfortunately the market itself is sluggish at the moment with very low demand for such high quality, state-of-the-art products. We are hoping that soon, the infrastructure projects will be rolled out and these products will definitely attract good business.

Do you think that the coming winter is going to be a harsh winter for CE market in the country or perhaps the spring time might spring up market improvements for it?

It depends on what actions the current government will take in the next couple of months before the official election dates are declared. We have the mega CE fair Excon in November in Bangalore where as usual, we are participating in a big way. We have seen over the years that always, business starts booming immediately after the Excon fair. So we are quite hopeful that this Excon also will bring momentum in business for the CE industry.

How is SS empowering its employees/customers with new technical knowledge and expertise through its Training Centers? How many beneficiaries have gone through the portal of the unique Training Centers so far?

We strongly believe that training our own employees as well as the operators and technicians of our customers on the state-of-the-art products that we produce is extremely important. Thus, the operators and maintenance technicians substantially improve the performance of our equipment and also keep the operating expenses lowest. Therefore, we are putting a lot of thrust on training and development. Earlier, we had our training centre only in Chennai. But in the last couple of years, we have opened new training centres in Delhi and Kolkata too. We are in the process of acquiring land in few more locations where we will have full-fledged training centres as well as service centres. So far, we have trained more than 8000 people for short-term course in concrete pumps as well as batching plants. We have also trained more than 600 operators. These operators are sponsored by companies who use our equipment. In the last couple of years, we have seen that many people are directly enrolling themselves to the operator training courses and before finishing their course, we are able to find employment for them with our customers. Many such trained operators have also gone abroad to countries like Libya, Kenya, Muscat, Afghanistan, Oman, and Maldives.

SP3600

How is SS programme of repair, overhauling, and reconditioning proceeding? What has been users’ response to this facility?

Here again, we strongly believe that an authorized service centre for repairing, overhauling and re-conditioning of all our equipment are extremely essential to support our customers. Most customers prefer to get their equipment repaired only at authorized service centres. Similar to the automobile industry, it is only when such authorized service centres are not available, do the construction equipment owners look for grey-market parts and road side mechanics to repair their equipment. We would like to expand our service centres pan India to offer repair, overhauling service and supply of genuine spare parts for our equipment. We already have 26 spares depot and 7 service centres across India. Wherever service centres are not available, onsite service is provided by us.

SP8800
A word about SS preparations for the participation in the forthcoming edition of Excon 2013. What are the new products, services, and developments proposed to be unveiled at this mega CE event?

As usual, we are participating in Excon 2013 in a big way. We are of course planning to introduce some new products and many improvements in our existing products. We invite you to visit our stall to see our latest developments.

NBMCW November 2013

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Tadano India: "India has been a go...

Nishida san
"India has been a good market for us; the Indian customers have been using our products for over two decades. We have made good inroad with the customers who are more safety and quality conscious. Our focus now is to bring the entire cranes market into our fold by continuously engaging and educating the benefits of the latest updated technologies and the quality & safety standards to the end-users," says Mr. Chihiro Nishida, Managing Director, Tadano India in an interview with S. K. Khanna.

Having been in India for quite some time, what is your assessment of the technological status of Indian Mobile crane industry? Are its products and services best in the market place within the country and abroad?

The majority of Indian mobile cranes market is dominated by the used crane import from Europe, Middle East etc, in the absence of strict safety rules and proper guidelines from the government, the old outdated used machines are continued to be imported and used in India.

There are few customers who are more quality and safety conscious who adapt to the latest products with advanced technology. This trend is slowly growing and it is positive sign towards development.

It is said that one who can succeed in the Indian market can succeed anywhere in the global market. With Tadano having entered into the Indian market which is indeed complex and heterogeneous in demand; how has the company established its footprint as of now?

India has been a good market for us; the Indian customers have been using our products for more than two decades. We have made good inroad with the customers who are more safety and quality conscious. Our focus now is to bring the entire crane market into our fold by continuously engaging and educating the benefits of the latest updated technologies and the Quality & safety standards.

What are the product offerings of the company and total population of your crane products in the country, including a large number of reconditioned machines working in the rental segment? What technical supports your clients are availing from your trained service teams?

We are offering in India All Terrain Cranes from 40 to 400 tons, Rough Terrain Cranes from 12 to 145 tons, Truck-mounted Telescopic from 35-60 tons, and Telescopic Crawler Cranes from 27.2 to 100 tons.

The total population of our cranes in India is over 200 Nos which includes the machines sold by us directly and also used machines working in the rental segment, which were imported to India from across the globe.

A dedicated and factory trained service team attend to our entire Customer’s service requirements. They train and guide our Customer personnel in doing proper maintenance, Troubleshooting and repairs.

We have all the necessary spares and consumables stocked at our warehouse to address the immediate spares requirements.

A word on your rental business, dealership network, spare parts support mechanism, and initiatives to have a stable vendor base.

A dedicated and factory trained service team attend to our entire Customer’s service requirements. They train and guide our Customer personnel in doing proper maintenance, Troubleshooting and repairs.

ATF 400G-6

We have all the necessary spares and consumables stocked at our warehouse to address the immediate spares requirements.

How do you see Rupee devaluation against major currencies affecting companies like Tadano? What steps are you taking to minimize its effect? Is localization there on your agenda?

The reducing rupee value has big impact in the market; many of the customers who had procured the machines through foreign currency loans are very badly affected.

This volatile condition has put a hold on many of the decision making, which directly impacts the sales of our products. We hope the Rupee to recover in the coming days.

Our ultimate goal is not limited to sales and service but extended to local manufacturing in the future.

Your plans to participate in the CE mega event-Excon 2013 to be held in Bangalore. Products and services and related developments expected to be unveiled by the company? Do you think that this event would pep up CE market?

We are one of the sponsors for the Excon 2013, we shall be displaying our ATF220G-5 All Terrain Cranes of 220 MT capacity & GR800EX an 80MT Rough Terrain crane.

Excon 2013 has given the immense opportunity to the players in the construction Equipment industry to showcase their strength to the prospective customers and also to analyze their competitors’ strength and weakness, I am sure that the show will be great and eagerly looking forward to.

NBMCW November 2013

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SMM: A Classic Rock Breaking Solutions ...

N Satish Kumar
SMM, which was set up in late nineties, in a short span of over a decade has established itself as an undisputed leader in providing unmatched rock breaking solutions. The company is one of the fastest growing Rock Breakers brand in India and currently ranks amongst the top Ten Rock Breaker manufacturers/sellers in the country. Alongside, it also created hundreds of successful entrepreneurs who also shared the growth momentum gainfully in hiring and mining Industry. SMM with operations in Southern States across India offers a range of mining products and services. The group, which has been supplying world-class products including its latest range of Rock Breakers and other accessories and services to the Indian Construction Equipment and mining industries, is all set to add more hi-tech products and to spread its dealership network in every nook and corner of the country, said Mr. N Satish Kumar, Managing Director, SMM.

Rock Breaking Solutions
Elaborating further, he added that initially the group decided to create a new set of ownership as at that time industry neglected small time hirers and contractors. It started Importing Used Excavators and Construction Equipment and sold to these petty players, who were not in a position to buy new machineries but the move was turned out to be a mismatch between the aspiration and ability as their equities were not sufficient to support the financial levels required to buy new equipment. With the help of few banks and NBFCs we were able to elevate their status from the small level to the next level by using the talent of our experience technical team providing services through our well oiled network round-the-clock and this in turn helped them to run their equipment smoothly and trouble-free.There is no looking back since then and the day we acquired a customer base of 1000 plus, we decided to import equipment in our own name, he explained.

Moving ahead Mr. Kumar informed, in fact, we started with Rock Breakers, Quick Couplers, Ripper Tooth and Vibro Rippers and mainly focused on building relationship by providing cost effective solutions to the utter satisfaction of our customers. As a result of which today, the group is in a position that none of its equipment stands idle due to minor or major breakdown. The group is dedicated to deliver excellent quality products at cost-effective prices purely by using quality raw material and cutting edge technology to design and manufacture an array of technologically advanced Hydraulic Rock Breakers machines for Indian conditions. It is due to its Dedicated Service Engineers based out of Branches & Clusters (Residential) and reaching their sites before the time with our service vehicles. We are the first in the industry to offer Round the clock service to customers at sites and always try to fix that in less than 6 hours time.

Rock Breakers
Revealing the company's current strength and future expansion plan he said that as of today, we have set up a 30,000 sqft corporate office in Coimbatore with a spare inventory of over Rs.500 Lacs and state of art workshop facilities and also have offices in Tamil Nadu, Karnataka, Andhra Pradesh, and Kerala. By March 2014, the company will have a direct Pan India presence through its dealership network. Apart from this, we are also exploring opportunities in South East Asian Countries for selling our equipment and also weighing the option of marketing its products to Sri Lanka, Cambodia, Malaysia and Myanmar, Laos & Thailand for RB & other attachments. We are also planning to launch our own Hydraulic Excavator Brand during 2014 as our customer need not shop outside for meeting their requirements. In addition to our focused segment, we have also diversified into various business activities from Road Contracts, Textile Dyeing / Printing, Constructions, Equipment Spare Parts, and so on.

In his concluding remarks, Mr. Kumar says, "I see every equipment as my own; I don't like them standing idle without care/support. As a contractor and fleet owner I underwent lot of service issues, fake commitments, and bitter experiences from manufacturers for my equipments. I don't want my customers to go through those Pains. We have sold over 1000 equipment in South India and are accessible round the clock to customers for any escalations. We value customer feedback very seriously and have implemented various changes in our products based on their experiences. I'm very proud to share that 50% of our sales were from our customer references."

NBMCW November 2013

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Greaves Focuses on Delivering Value to ...

R Nandagopal
"Having been in the industry for decades, Greaves has gone through several business cycles and emerged unscathed from these downturns. As such we have the DNA to see through this one also. Simultaneously, we have worked on delivering value to the customer with a more robust support offering. Greaves entered into a marketing arrangement with Japan’s Nikko to sell its hot mix asphalt equipment in India for the usage in road construction projects. This has been a conclusion of our strategy to move up the value chain in road construction," says Mr. R. Nandagopal, Chief Executive Officer-Construction Equipment Business, Greaves in an interview with Maria R.

How do you visualize the business potentials of the Indian construction equipment market for the current fiscal 2013-14?

The current fiscal year has been quite difficult. As we all are aware that there has been a very negative sentiment overall. The fact is that there are few major projects, funding for Infra not being seen as secure, high interest rates etc. have had a very adverse effect on CE during the current year. We have seen a significant drop in the industry numbers from March 2013 levels. Looking forward to H2, we will see some upturn with the country coming out of the Monsoon effect due to incremental activity, but do not anticipate a radical change in either the sentiment or the ground realities. As such we can expect the current fiscal to be subdued and industry to be lower than the last Fiscal.

But the potential for growth in Construction Equipment Industry is very substantive and can be re- kindled with some positive policy measures and incentives. Some of the new policies introduced by the government like the Real estate bill, regulatory mining policies, fast track clearances etc are the right steps to rekindle growth and create a better sentiment although these will not bear fruit immediately. However, the need for infrastructure continues to be a burning platform for India and as such the potential to get back on track for the earlier high growth percentages for CE are still real and possible.

What sort of innovative strategies the company is currently evolving to stave off the toughening competition scenario in the country?

Greaves Concrete Pump
Having been in the industry for decades, Greaves has went through several business cycles and has emerged unscathed from these downturns. As such we have the DNA to see through this one also. We reviewed our strategy and have evolved a two-pronged approach: Increase Market play and Market share. We have been very aggressive in increasing our market play by continuously working on new products and offerings to the customers. You would be aware that we recently launched our S-Valve stationary pumps and have also tied up with new partners for introducing adjacent products. Along with this increase in portfolio which gives us a larger market play in the Domestic market, we are exploring markets abroad and have achieved good success in exports. We have worked very assiduously on strengthening our sales networking including activating our Channel Partners for stock & sale and the combination of more products and stronger sales channel has actually contributed to increasing our market share in the product categories where we are playing despite a downturn in market size.

Simultaneously, we have worked on delivering value to the customer with a more robust support offering. Greaves has a wide network of branches, service points and dealers across India to provide the necessary assistance and supply of spare parts to our customers anytime. We treat our dealers and top customers as partners, as long-term sustainable relationship is most important during tough times. In our industry, referral and word of mouth makes a huge impact on the brand and keeping the customer happy has been our effort.

In its quest to expand further into area of the construction segment, Greaves Cotton has recently launched three models of Greaves S-Valve stationary concrete pump. Please tell us the technical attributes of the products and the response it is getting from the market.

The changing Indian market scenario is the shift from flat gate valve to the S- valve concrete pumps. Keeping this in mind, we have launched three S-valve concrete pumps – GCP 5500, GCP 6500, and GCP 8500 of increasing capacities. The GCP 5500 model is our compact and portable model, powered by KOEL engine it delivers a maximum output of 51 m3. The GCP 8500 model is our high capacity pump powered by CAT engine delivering a maximum output of 82 m3 of concrete and withstanding maximum concrete pressure of 105 bar. These variants were launched after conducting extensive market research, trends in the concrete industry and customer requirements in India. We have modified our pumps with larger hopper capacity, centralized auto lubrication systems, wear resistant Tungsten Carbide plates for the S-valve which gives Greaves a noticeable edge over our competitor products.

The first set of customers who have purchased GCP 5500 were satisfied with its pumping efficiency and no complaints have been brought to notice so far. As the market picks up in the coming fiscal year, we expect more demand for these pumps given the value proposition of these products.

With increasing fleet size, managing of assets has become difficult for equipment owners. How are manufacturers helping them to keep equipment fit for optimum utilization?

In order to support the customer in more effectively managing his fleet and also to get optimal output from his machines, the equipment suppliers have been resorting to more technology intensive products with greater degree of automation, reduced cycle times, higher durability of components to reduce replacement costs, and packaging the products with guaranteed availability, assured cost per hour, and a slew of other initiatives to get the best out of the equipment. Take for example, our Automated batching plants; equipped with PLC based control systems, sophisticated software, superior accuracy and safety features offer not only tightly controlled uniform concrete quality but also eradicated human errors. Similarly, all our machines are equipped with state-of-the-art technology, carefully designed lubrication joints ensuring minimal friction giving optimum performance with minimum maintenance. The focus has been to provide easier maintainability, more automation and better componentry along with fleet management system which help the customer in both operation and maintenance.

Greaves entered into a marketing arrangement with Japan’s Nikko to sell its hot mix asphalt equipment in India for the usage in road construction projects. A brief on this tie-up and what led the two entities to join hands and came up together?

We have been a significant player in the compaction segment of road construction for a long time now. It was only a logical extension for us to look at Hot Mix Plants to take us closer to being a solution provider in road construction. This has been a conclusion of our strategy to move up the value chain in road construction.

Greaves Soil Compator
Nikko Co Ltd is a Japan based company established in the year 1919 and its main products are Asphalt plants, Batching plants, and Recycling plants. They have a very large presence in Japan and are a major player in China. India is indeed a major market wherein Nikko was very keen to enter into and hose Greaves as its Indian partner looking at the pedigree that Greaves has in Road Construction. They have set up branches in Taiwan, Germany, and China. The partnership provides for Nikko Plants to be sold and supported by Greaves in for the Indian market and will also extend to certain overseas markets. In our joint association with Nikko, we sell the entire range of Hot mix plants of varying capacities: 120 TPH, 160 TPH, 180 TPH, 200 TPH, and 240 TPH. The industry trend is moving towards the higher tonnage plants showing an increase in market size of these plants. This business tie-up is a win-win for both parties allowing us to venture into the market space of Hot mix plants which has few competitors in India and allowing Nikko to enter into Indian Market.

Trained operators & technicians and preventive and periodical maintenance play a big role in equipment performance. Please brief us on your services.

Training and skill development of operators & technicians are vital for the optimal performance of any equipment. All of our service manpower and dealer service engineers undergo Classroom trainings as well as on site training by our experienced service professional. We have our full fledged training centre in our factory to cater the training requirements. They are trained on Problem identification, root cause analysis and problem solving skills. Knowledge transfer and skill improvement training programs are conducted regularly at regional level and pan India level to hone their skills.

Operators are factory trained as well as trained at site under the guidance of GCL Service persons. The customers can nominate their operators & technicians for such training programs and they will be trained, tested and certified by GCL. This additional supporrt increases their employability. They are thoroughly educated about the operation & maintenance of machines, Safety procedures, occupational hazards and methods to minimize it.

Service camps and on spot trainings are done at periodic intervals. This provides the opportunity to the customers to interact with GCL after market team to streamline their maintenance activities to increase the machine uptime with lesser cost and efforts. Also it provides us the opportunity to understand the field conditions and service requirements directly. Eventually, we also learn from the customer and it helps to improve our products & services.

The preventive and periodical maintenance plays a key role in reducing the machine downtime and reduces the chances of breakdown maintenances. This will result into the effective utilization of machine, which in turn will increase the profitability of the project or business.

We offer AMC (Annual Maintenance Contract), OMC (Operation and Maintenance Contract) depending upon the customer needs and requirements after carefully studying their projects and applications. We draft these agreements after analyzing the customer requirement of output and machine utilization. This is a win-win solution for both GCL & our customers as the customer need not to invest in additional manpower or spares inventory. Moreover, he has to pay only on the output/consumption basis, subject to some minimum fixed cost. We also offer maintenance kits for the various sub systems of our machines.

In case of our batching plants, we offer turn key solutions right from the unloading of machine at site to the bringing out of first concrete. Erection and Commissioning of batching plants are also done by us as an option as some of our customers, especially the builder segment wants to de risk themselves from their non-core activities. In case of our road equipment, we also offer comprehensive package solutions where the customer is having more numbers and type of greaves equipment in a particular project.

The equipment market has reached at such a critical point where key competitive differentiator would be after market and innovations; how are you looking on this aspect?

Aftermarket is the differentiating factor for equipment buying decision and hence in order to improve focus on Aftermarket and enhance the service level we have made a separate business vertical as Aftermarket. Today, we are the only construction equipment company in India having a separate vertical for Aftermarket solutions. This is absolutely necessary in today’s scenario as this helps to focus on the wide market available. Of course this is made possible because of our group’s multi-functionality. Exhaustive analysis and mapping is done to identify the machine population and identify the support requirements. In fact, we are also utilizing latest CRM tools and External consultants to shape our aftermarket functions.

We have a separate business plan along with our dealers to support all our equipment all across India. As a strategic initiative we are working towards enhancing Greaves AM capability as well as Dealer capability. We are also working on field support structure for faster response and restoration. In addition to that, we offer various value- added services to customers and tailor – made solutions on site support structure.

Innovation is not just the key to success for any business but an essential component in survival of the company in today’s market conditions. At Greaves, we strive to bring in innovation as a culture and incorporate it in product development, cost control, quality maintenance, marketing network etc. Being a 150- year old company, we have learnt a lot from history, market dynamics and the ever changing customer needs. The efforts have not only been to keep up but also to outrun the market trend. Forecasting the needs of the Indian customer is not too difficult as the changes in foreign countries catch up slowly but surely in our country overtime. Take for example, the high capacity Boom pumps earlier used extensively in highrise projects abroad is now sought after by domestic players for big infrastructure projects such as airports, ports, bridges to expedite their project execution.

With increasing competition from muti-national and local players, the innovation is required for smarter ways of reaching the customers and retaining them for longer time.

What are your plans to participate in Excon 2013, and what would be your focus on showcasing Greaves at the show?

Excon is an excellent forum for exhibitors to reach out to a large and diverse audience be it suppliers, builders, manufacturers, contractors etc. making the desired impact immediately. To reach out to this range of audience in a short span of time and communicate to them makes a huge difference in brand building.

Since the last Excon in 2011, we have renewed our branding strategy, the range of equipment offered, dealer network and service and spare parts availability. Our products are branded as Greaves Infra and promotion of the Greaves Infra brand will be one of our major focus this Excon and our new branding will be an eye catcher to all customers visiting our stall.

We will displaying our entire range of products in Road and Concrete with a special focus on our new equipment – the S-valve concrete pumps, low capacity batching plants and Greaves Boom Pumps for which we have rented a larger space than last time. We will launch Greaves first Boom Pump at Excon GBP 3709 Z which can pump concrete upto 37 meters high.

In the face of tough market conditions, it becomes all the more imperative for the businesses to show greater visibility, strong fundamentals and continuation of businesses making this platform ideal for Greaves to nurture the trust and confidence of its customers.

NBMCW November 2013

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