Sorab Agarwal - Action Construction Equipment

Sorab Agarwal, Executive Director

“bauma CONEXPO INDIA is the premium construction equipment show in the country and attracts all the top-notch construction industry players. We have elaborate plans to display our Lifting, Earth Moving and Road Construction equipment at the show. We would be using this opportunity to launch and showcase our 3 new top-of-the-line Crane models, which are more like multi-activity cranes and have the potential to change the way Pick-n-Carry cranes are being used in the country.”

This year, so far, growth on a year-on-year basis has exceeded 50% across segments for us.

Year 2018 started on a great note for the Construction Equipment industry, and so far we have witnessed robust growth in all our product categories and growth on year-on-year basis has exceeded 50% across segments for us.

Technologically superior machines at cost-effective prices is a key to success.

Across segments, our products are technically and functionally superior when compared to our competitors, and this has been possible only by focusing on the customer’s real needs. This is the basic premise that we have been following since inception, which has helped us to become the largest crane company in the country. Our focus now is on our Earth Moving and Road Construction machines.

ACE is one of the very few Indian construction equipment manufacturers competing with multinationals in many product segments; in fact, ACE is leading in most of them. These products require a lot of R&D and world-class manufacturing practices using automation and robotic technologies. Our product development and manufacturing skills come from our world-class R&D centre in Faridabad which is approved by DSIR (Govt. of India). We work continuously towards developing new products, upgrading existing technologies and adapting to global standards. Our well laid out production facilities equipped with latest technological advancements also help us in making our products available at a cost-effective price range.


ACE relaunching its 15-ton soil compactor

ACE is reintroducing its 15-ton soil compactor with new features to supplement its 11 and 12-ton soil compactors and 9-ton tandem roller. ACE has a well-crafted strategy to build sales for its compactors and motor graders. We now have a new dedicated sales team for our road construction business and we are also liaising with our crane business team to promote our compactors and graders. Since we have an edge in our pick-n-carry cranes with close to 63% market share, coordinating with the cranes business channel will help us drive sales of our road construction equipment as most of our pick and carry owners have exposure in the road construction business as well. We have over 100 locations for product support, and we add 10-15 locations every year as our aim is to be within a 200 km radius of our customers.

Most of the compactor manufacturers in India are of foreign origin, however, as an Indian company, our aim is to place the right product, well attuned to the Indian onsite job applications, with the right price and service back-up. We are successfully delivering compactors that give very high and reliable performance.

We are strengthening our presence in the north-eastern states.

We are the largest Mobile Crane and Tower Crane manufacturing company in the country with majority market shares in both the segments. We believe that a brand is established by providing quality products and ensuring dependability for its customers, which is also the key to building, maintaining, and retaining customers and getting repeat business.

We are present across the country and are now further strengthening our efforts in the north-east as a lot of investments have been made in the recent past for developing the region.

Our service & spare part network is operating from more than 100 locations and is giving timely and efficient after-sales support to our customers, besides playing a key role in ensuring uptime and equipment availability. Our field network is supported by our dedicated product support centre in Faridabad, which works round-the-clock to ensure optimal equipment performance.

Increasing our export revenue is a key agenda, going forward.

We have recently set up an export division within our company to increase our presence in Middle-East Asia, South-East Asia, and African markets. This year, we are looking at a revenue of around 8-10% from our international business, and going forward, we will be targeting 15-20% of the revenue share from our export business.

India’s CE industry is poised to enter a golden era of growth and enhancement.

2018 has been a turnaround year for the Construction Equipment industry, so far. Going by the momentum and the urgency created by the government to develop the country’s infrastructure, we are sure that the industry will see even better times ahead. The only hindrance can be some macro factors or political reasons, but in case the above two factors don’t play out negatively over the next 8-10 months, the CE industry would enter into its golden era of growth and enhancement.


Foreseeing long-term growth prospects in the construction sector, we are increasing our production capacities.

Currently, in the Crane segment, we are working at 70-80% capacity utilization and are in the process of increasing capacity by an additional 50%, which should be in place by January 2019. For our Earth Moving and Road Construction Equipment divisions, we are currently working at 30-40% capacity utilization and have ample capacity to more than double our business. We should be able to consume this capacity over the next 1-2 years and, thereafter, we would definitely be looking at expanding our capacities for these segments as well.