Haulotte India: “We're Building up Brand Exclusiveness for our Products and Services”

Souma Ray
The growing awareness of access work platform's utility is resulting towards increasing demand from industrial construction and general infrastructure projects for construction and maintenance purposes. Buoyed by the emerging demand, small, medium and even some big rental agencies are resorting to large scale procurements of imported used equipment in recent years. Rising imports of used equipments are making it challenging for the original equipment manufacturers to promote fresh equipments offerings. However, shrugging competition aside, from the second hand equipment, Mr. Souma Ray, Director, Haulotte India is targeting, infrastructure and industrial projects having requirements of quality maintenance through specialized equipment. Speaking to P.P. Basistha, recently, he mentioned the game plan of the French, AWP manufacturer in India is to build up exclusiveness towards placing new higher quality standard products, featuring higher safety standards and right product support services:

How are you looking to built up the awareness for the new safer products?
We're looking to spread the awareness at our individual levels both to the rental agencies and the end users on the newer products featuring higher levels of safety. However, the major lead is through formation of IPAF Council last year in India with sixteen members, representing equipment manufacturers, dealers, rental companies and end users. At IPAF, we had been looking to disseminate information about the newer products and their utility. Safe operating practices are one of the key areas being focused by IPAF, where we are emphasizing on setting up of legislation for restricting usage of used equipment. Matters like safe working heights of the equipment are also being emphasized among members. For safe operating practices, IPAF has opened up training centers. Operators from rental and end users companies can have training at the centers. Following the training, they will be offered, "Powered Access License Card" or Palcard as certification. We are looking to bring more members to spread awareness on the newer equipment.

Unlike India, globally, AWP business is driven by rental agencies through new equipment. In contrast in India, the preference of rental companies has generally been to acquire used equipment. However, having adequate market network, the rental agencies comprise potential business segment. At IPAF, we are looking to bring in more number of rental companies to spread awareness of newer equipment and their utility.

How are you building up brand exclusiveness through your products and support services?
Aerial Work Platform
We have recently supplied, 21 aerial work platforms of 8-19 meters, involving, push around, electric articulated booms, light weight articulated booms, vertical masts with special wheels that exerts minimal ground pressure to Mumbai International Airport (MIAL) for maintenance of its new, modernized airport terminal building. We are targeting newer application areas which look for value added products. We have recently supplied 15 and 26 meters articulated boom lifts to PGCIL. Our recent deliveries also includes, 41 meters boom lifts to Reliance for maintenance of its ultra mega power plant at Sasan. At Haulotte India, we will support the equipment through operation and maintenance training by ourselves and also through our dealers.

Owing to inadequate legislations, safety is often compromised in India, while working at greater heights. Taking note, we have introduced, new articulated rough terrain boom lifts HA 16 RTJ (16 meters). Suited for Indian conditions, the machine is simple, yet state-of-the-art robust and reliable. The equipment is industry's leading working envelope with an outreach of 8.3m with best lifting speed of 40 seconds, delivering fully proportional and simultaneous movements. HA 16 RTJ is 4-wheel steer and 360 degree continuous rotation equipment delivering greater productivity. One of the notable features of the equipment is its active anti-shield bar, which can be fitted optionally on our booms to prevent any harm to the personnel in an entrapment situation, when working at greater heights. The added competitive features includes, rugged hoods with ergonomic handle and long lasting structural design, making the equipment robust.

One of our very recent s in the RTJ series is our new HA 20, RTJ, articulated, rough terrain boom lifts. The 20 meter boom lift, suitable to work in confined areas, comes with an industry leading working envelope, best lifting speed among other contemporary products, ease of transport combined with operator's comfort, reinforced safety and immediate access to components for easier maintenance. Equipped with solid tires, the equipment comes with an active screen, at par with HA 16, RTJ, featuring telematics, allowing the operator and owner to have access to the usage data of the equipment.

Are there any other product value additions?
Going forward by our tagline, 'more than lifting' we have introduced Haulotte 'Diag'. This is a single diagnostic tool for all Haulotte equipment. Haulotte Diag is a diagnostic software, available free of charge. Haulotte 'Diag' allows technicians to have remote access to program, troubleshoot, calibrate and diagnose all Haulotte machines. The software can be installed on PC, laptop or tablet (compatible with windows XP service pack 3 or later, Windows 7). Haulotte Diag works with a wireless VCI (vehicle control interface) box that allows remote access to technicians to troubleshoot Haulotte machines. Haulotte VCI Box can be connected to all Haulotte machines, as well as new Haulotte products. Diag receives and displays machine information from upto 40 meters away, using wi-fi wireless technology. Based on the users requirements, Haulotte make available two Diag offers. One is the Haulotte 'Diagpad' for field technicians built to withstand tough work site environments. The other is Haulotte 'Diag' software kit. It is a customized solution to diagnose all Haulotte machines using operators, own pc, laptop or tablet.

Access Work Platform
The benefits of Haulotte 'diag' are immense. All new machines can be diagnosed in an advanced features mode, including new features to improve the ease and speed of diagnosis. With diag, the operators and owners can recover users operating reports, involving number of working hours done by the machine per day. The operator can also have access to probable cause of failure, the components to check and their locations and the action required to solve the problems.With 'diag' the traceability log of last maintenance performed on the equipment can also be accessed.

What are the initiatives being taken to leverage market presence?
At Haulotte India, we are promoting our complete product range. We are targeting both the rental agencies and end users for our products. We are looking to expand our market both through direct sales as well as through dealers, wherever required. We have appointed, Gemini, Jehl and JP as our dealers in Hyderabad. The dealers are also working as 'resellers'. As resellers, they will be looking to generate additional business from the pockets which has not been tapped so far. The resellers will also provide total refurbishment support of the used equipment. Based on requirement, toggle switches, hoses, and seats will be replaced, followed by certification of the equipment. One of the key initiatives, taken to enlarge our business presence is through undertaking application studies for the AWP's both for the rental agencies and end users. To retain our brand with our existing customers, we are strengthening our customer support initiatives and looking to be close to the customers, responding to their requirements, 24x7.
NBM&CW November 2015

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