AJAX: Innovating & Indigenizing

Ajay Aneja, Chief Marketing Officer, AJAX Engineering
AJAX is offering world-class technology solutions with its range of superior quality concreting equipment, designed and developed to meet the growing customer demand for precision and efficiency, and to deliver profitability and value-for-money over their lifecycle. Ajay Aneja, Chief Marketing Officer, AJAX Engineering, discusses the company’s achievements and the roadmap for further growth.

What positive developments and growth can we expect in the CE industry of India now that the construction sector is picking up?

The last two years have been challenging for the CE industry, but in the quarter ending September 2021, the industry posted robust sales with a growth of 47%. So, we are seeing some green shoots, especially with the Government’s continued focus on infra development, which has catapulted various projects across India. The National Infrastructure Pipeline (NIP) - a Rs. 111 crore project of the Government - has also been actioned upon. All this augurs well for India’s Construction Equipment industry.

The award tendering activity for projects has started to pick up; most of which are road projects. In fact, road construction has been a major volume driver for the CE industry with pace of execution in FY22 targeted at 40 km per day.

CRISIL estimates that investments in the CE Industry could rise by 30% in FY22-24, led by mega projects in high-speed rail corridors, expressways, solar energy, affordable housing, and airports, apart from roads and railways.

What are the current demand trends in the RMC equipment segment in view of rising consumption of RMC as infra constructions pick up pace?
The large number of upcoming and planned infra projects are set to face shortage of labour, especially skilled workers, so there will be increasing demand for higher capacity equipment like Batching Plants, Boom Pumps, and Transit Mixers.

Manufacturers of these equipment are looking at integrating more advanced features in their machines so that they can offer a gamut of concreting solutions to their customers. They are looking at offering solutions like better concrete mixing, advancements in drum design for transit mixers, higher heights of truck-mounted boom placers with more flexibility, newer pumping technologies for stationary pumps, etc.

What would you attribute the success and growth of the AJAX brand to, in the highly competitive CE industry of India?
AJAX has remained committed to its motto ‘Building for Success & Building to Endure’. Our strong foundation is based on a lean and strong IT-enabled organization staffed by competent and committed professionals espousing the organizational values.

Our company has been built on 3 pillars: Innovative Engineering Capability for providing meaningful solutions to customers; a widespread Sales and Distribution network so that the AJAX brand can reach every potential customer; and, finally, the best-in-industry Customer Support so that we can attend to any customer query or problem in the shortest possible time.

Over the years, we have expanded our portfolio from providing Self-Loading Concrete Mixers to becoming a total Concrete Equipment supplier. Our product portfolio includes Batching Plants, Boom Pumps, and India’s first “locally made” Concrete Slip-Form Paver. Today, we have a customer base pan India and across the globe, and they are supported by our wide network of dealers and after-sales support touchpoints.

Currently, AJAX has 35+ dealers and 100+ touch points across India. We serve the international market through 16+ international distributors present in Asia-Pacific, Middle East, and North African (MENA) regions. They have a full-fledged team of skilled engineers trained to handle both preventive and general maintenance. They offer excellent service options to ensure maximum uptime of customers’ machines. These include Maintenance, Repair, and Overhaul (MRO) for the equipment to ensure value-for-money to customers. Also, our Customer Care can be reached 24x7 for any queries or requests.

AJAX is offering world-class technology solutions

What are the technological innovations of AJAX?
AJAX offers world-class technology solutions to meet the growing customer demand for precision and efficiency. The company pioneered the concept of SLCM in India way back in 1992 and revolutionised concreting at project sites. Over the years we have added new features like Load Cell weighing system for higher accuracy, and it too has been patented. We have introduced Smart Fleet Telematics, Rear View Camera, Admixture Dosing Units, Bi-directional Tyres, AC cabins, EH drum control, High Pressure water jets, Smart CBC etc. Many of these have been Industry first which we developed to meet our customers evolving needs.

In August 2021, we introduced India’s first all-new CEV Stage IV compliant ARGOs; they offer best-in-class benefits like excellent fuel efficiency, less downtime due to longer service intervals, and high reliability due to their high quality components.

The shortage of manpower and need for a quicker placement of concrete in inaccessible areas has necessitated the use of boom pumps. Our smaller 4x2 truck chassis-mounted Concrete Boom Pumps have been revolutionizing the construction of commercial and residential buildings. With their short turning radius and lower cost, they offer higher productivity and efficiency.
Innovation & Indigenization is a way of life at AJAX, it has made us a self-reliant company for almost three decades, and as we follow the Atmanirbhar Bharat mission, we will be well-equipped to cater to the growing demand from both domestic and foreign markets.

Ajay Aneja, Chief Marketing Officer

Our patented Self-Propelled Boom Pump is again an industry-first; it has eliminated the need for a truck chassis and has an even shorter turning radius. With its 4x4 capability, it can reach anywhere in any type of terrain, helping users to complete difficult, narrow access concreting jobs with ease.

AJAX has designed and manufactured India’s first and only Slip-form Paver to build concrete roads up to 12 meters; it eliminates the need for customers to import pavers of foreign brands. We are proud to say that it has worked rigorously for over 2500 hours and has built over 100 kms of concrete roads in India. We are confident of marketing it across India and overseas in the coming months.

What is the company’s roadmap for future growth?
AJAX has invested Rs. 140 crore to build a new manufacturing facility and a design centre in Bangalore. These will further help us in innovating and in indigenizing our products as we plan to follow the Atmanirbhar Bharat mission, and meet the growing demand in North Africa, Middle East, and in the Asian region (MENA).

The roadmap ahead for AJAX Engineering is to be a Next Gen 360° Concreting Solutions company. We have geared up to meet the Government’s plans for infra development in sectors like Residential & Industrial Building projects, Metro Rail Corridors, Railways, Irrigation Canals, Aqueducts, Solar Power Plants, Roads, Tunnels & Bridges, Airports, and Smart City projects.

In the next five years, we see ourselves emerging as an Indian MNC and our aim is be among the top 3 international players in the Concrete Equipment space. As a company that truly believes in the “Made in India: Made for the World” mission, we are proud to say that our concreting solutions are the preferred choice of most contractors in the country.
NBM&CW January 2022
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