Abhijit Gupta, CASE India

Mr. Abhijit Gupta, Brand Leader & MD - CASE India
Mr. Abhijit Gupta,
Brand Leader & MD
With customers becoming increasingly discerning and demanding, our R&D is constantly working to develop new solutions. CASE’s Eagle Eye is one such revolutionary Asset Monitoring System that combines Internet, Cellular, and GPS technologies, and enhances the performance and efficiency of the machines.

The industry has faced turbulence this year but there will be normalcy in some time

There has been a lot of turbulence throughout the year in the CE industry, starting from demonetization, which happened in the last quarter of the last year and continued till the first quarter of this year. The industry was again impacted by emission norms coming in; BS IV Emission norm is not applicable for the equipment used for farming and construction. Tractors, harvesters, and construction equipment vehicles have different emission norms and they need not follow the guidelines given to two-wheelers and commercial vehicles.

Right after this, there was the introduction of GST which aims to bring one uniform tax across the country, eliminating several layers of tax collection, things were quite confusing in the beginning but gradually things took their place. Now, with the revision being made in the slabs, CE industry is again put in 18% slab which is a positive change for the industry.

The long-term outlook for the Indian market is very promising

In the journey of more than 28 years in India, we have seen difficult years as well as years of growth in Indian construction equipment. After a recent 4-year slowdown, we experienced good growth last year in line with the industry. We used this slowdown as an opportunity to prepare ourselves with upgraded products.

Owing to our strategic positioning, we were able to leverage the growth to our advantage by achieving a higher percentage growth than the industry at large. The long-term outlook for the Indian market is very promising with huge potential. We expect significant growth and are positive of increase in volume for the next year.

The Indian customer is becoming increasingly discerning and demands products with higher efficiency and performance, especially in applications where the project needs to be delivered within a certain timeframe. We have a complete family of construction equipment. And, with the market evolving, we offer the best support by using our skills and expertise.

CASE customers have the reassurance of our support, quality and product offerings

CASE Construction Equipment has built a reputation as a premium manufacturer of a wide range of technologically-advanced products for the CE industry. Across its 12 brands, 64 manufacturing plants, 50 R&D centers, and a workforce of more than 64,000 people, CNH Industrial is present in 190 countries, giving the Group a unique competitive position.

For its customer’s ease and convenience, CASE has enabled easy access to dealers and after-sales services, with an extensive network of around 70 dealers with more than 250 touchpoints across the country to support the products with spares and service even in remote locations. Our toll-free number operates round the clock to ensure resolution of every query raised by the customers.

The company’s manufacturing plant has undertaken many technological upgradations as a part of WCM, and has introduced advanced technologies such as Laser Cutting Machine, Robotic Welding Machines, New Paint Shop, Ferro Arm, SST Machine, Testing Facilities, Various Poka-Yokes, IT-enabled systems to ensure capturing of real time data from the field as well as from Internal manufacturing processes etc. In May 2017, WCM Audit awarded CASE’s Pithampur plant the prestigious Bronze certification and we are working continuously to achieve Silver level.

All these factors collectively help in building trust and brand connect among the customers giving them reassurance in terms of our customer support, quality, and product offerings.

Our R&D is constantly working to develop cost-effective solutions and components

Earlier, majority of our machines were imported from foreign markets which automatically increased the prices of our machines. To bring costs down and make the machines more consumer-friendly, our R&D is constantly working to develop new solutions and components, along with ease of availability of the parts and low maintenance cost.

Operator comfort and safety are the most important factors to get optimum productivity from machines. Keeping this in mind, CASE’s major products are equipped with closed air conditioning ROPS cabin, while most of our competitors are providing an open canopy.

CASE Products

CASE’s revolutionary technology Eagle Eye enhances the performance and efficiency of the machines. Eagle Eye is an Asset Monitoring System that combines Internet, Cellular, and GPS technologies. It helps to keep an eye on every significant detail such as Real Time Location of the Machine, Operating Hours, Cumulative Hour Meter Reading, and Warning Text Alerts for Critical Parameter.

CASE Centers provide product support and CASE training centers provide latest practices and techniques

The company offers product support accross CASE Centers providing spare parts, manuals and technical support to minimize downtime and maintain production schedules. All spare parts can be ordered from the CASE dealers and are stocked at the CASE central warehouse.


The company has introduced Customer-Driven Product Definition (CDPD) process, wherein the equipment users are invited to participate in defining and improving new products. This further helps to understand customer needs in order to develop and test new models as per customer feedback and specifications. To keep the operators and customers up-to-date with latest practices and techniques, we dedicated training centers which organize training programs all-round the year. Any machine that is rolled out first, undergoes a series of tests under extreme conditions to ensure maximum performance, efficiency, and customer satisfaction.

CASE stall OD3 at EXCON 2017

CASE will be showcasing its entire range of products currently offered in India, and some new launches too.

NBM&CW December 2017

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