SANY: "We have Made India Our Home"

SANY: We have Made India Our Home
SANY Group has always viewed Indian market as one of the most important and emerging one. Sany being a $6 billion company and a leading manufacturer of construction, earthmoving and material handling machines has set up its Indian subsidiary SANY Heavy Industry India Pvt. Ltd, in 2003 to support the tremendous opportunities in India's infrastructure development. Since then the aim of the management is to bring about a responsive, and responsible service oriented organization meeting local needs and conditions. Right from inception, SANY has been growing at a very fast rate due to customer's patronage, satisfaction, and innovation, says Mr. Brahmanand Pandey, Chief Marketing Officer, Sany Heavy Industry India Pvt. Ltd, in his interview with S.K.Khanna.

SANY has a wide range of products to offer such as concrete pump, truck mounted concrete boom pump, boom placer, concrete transit mixer, concrete batching plant, asphalt batching plant, roller, asphalt paver, motor grader, tyre mounted crane, crawler crane, and stackers which are being used on all the prestigious and big sites in the country.
Sany places great store on its innovation through R&D. What is R&D prime focus in engineering new products and what percentage of sales revenue is set aside for R&D activities at the corporate level to promote innovation?

We spend around 7 to 8% of our turnover in R&D. We believe in developing products suiting local needs yet maintaining International quality. Sany is accredited with ISO-9001, ISO-14001, and OHSAS 18001.

Since Sany's entry into the Indian market, the company has been all along quite bullish about Indian market potential. Having tested its water, how still strong remain your optimism that your association with Indian market will give you excellent revenue results?

SANY: We have Made India Our Home
We are very optimistic about our customer's confidence shown in our product and company. Also our dedicated service support is unmatched in this Industry. However, the core strength will be our Indian plant whose 50,000 sqm manufacturing facility is ready for formal inauguration shortly and this will serve as the biggest confidence builder of the customers. We have made India our Home and our products will be "India Rooted."

What important projects in India have benefited from the application of Sany equipment and services? How do you look at your business growth herein the next three - four years?

Many Steel Plants, Cement Plants, Ports, Highrise Buildings, Highways, Dams, and Thermal Power Plant sites have benefited from deployment of Sany machines. Every year the organisation is growing at a rate of 100% and looking forward to expand and participate on the growth opportunities in construction and infrastructure segment.
SANY: We have Made India Our Home
" We treat India as very important market and will develop full product range in Concrete machinery and Road Equipment at our Chakan facility . . . Local sourcing will be a priority lightening response to customer's needs is biggest priority. . . All our valuable customers will see very deep approach in solving their requirements and we will make Sany India truly India rooted organization. . . Combining skills and experience of Indian Human Resourses with Chinese expertise and skills is another major agenda, Sany will be big stake holder in India's infrastructure growth, " says Managing Director Mr. Liang Dong.
What are Sany Heavy Industry's future plans in India? Are you going to add further manufacturing facilities in other parts of the country using the same or Pune unit as an export hub, apart from meeting the domestic requirements?

We will concentrate and expand in Pune itself as we have enough land. Local consumption and export is current option and you are aware that many Indian contractors work abroad and they can prefer Sany machines sourced from India.

SANY: We have Made India Our Home
India is a vast market for construction equipment and machinery of heterogeneous nature and applications. How, the new setup plan to have an efficient marketing, dealership, distribution and after sales support service system to render your customers a comprehensive services?

Combination of Direct marketing and Dealer Network will be our strength. SANY has its strong sales network all over India. Currently, company operates from 10 locations with sales, service and parts support. At project sites dedicated Engineers are posted. Shortly at other strategic locations outlets are being opened. The dealer network also is being set up to add coverage and also reduce the response time. Genuine parts are kept at major locations close working with OE suppliers also taking place to give combined support.

SANY India has started tapping the vast opportunity that Indian economy is offering and now they are geared up and building more customer focused service so as to emerge as the Industry leader in its range of products. The prime goal of the SANY India is attaining the level of customer satisfaction which examines performance of their people.

Backed by strong domestic demand, China and India are emerging as world's powerful manufacturing base in construction machinery and equipment. How can the brand 'Made in China' and 'Made in India' be promoted to take advantage of emerging global market opportunities and market activity synergized to each other advantage so as to garner more business in the global market?

Made in China is quite acceptable to customers. Our products (some of them) will be Made in India for convenience of delivery. Now-a-days, Global sourcing is the scenario so we will use combination of China made and India made for convenience of our customers and also for convenience of logistics and delivery.

What are your plans to participate in the forthcoming Excon 2009 equipment and machinery fair? What are the new launches to be unveiled in this mega event of the industry?

We have taken large area and 14 machines will be displayed, new launches are type of Concrete Pumps, Batching Plants and many products which were not aggressively promoted by us so far.

NBMCW November 2009

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