Haulotte – Leading the way in the Indian Aerial Work Platform Industry

Haulotte Group, the manufacturer and supplier for people & material handling equipment with extensive worldwide coverage, has its subsidiary in India. Souma Ray, Director, Haulotte India Pvt. Ltd., talks on the market potential and the company's plans.



Could you brief us about your business highlighting the background of Haulotte Group?
Haulotte Group is one of the global key players of people and material lifting equipment, a leading position in Europe and one of the largest worldwide manufacturer.

We are in the business of manufacturing people lifting (Aerial Work platforms-Scissor lifts & boomlifts) and material lifting equipment (Telehandlers). Earlier known as Pinguely Haulotte, a joint venture between Pinguely and Haulotte, the company was started in 1881. Later, it transited in the name of Haulotte. We are spread across the world as different subsidiaries, India being the newest. We have set up the Indian subsidiary in the name of Haulotte India Pvt Ltd, a 100% subsidiary of our parent company. Our subsidiary in India is located in Navi Mumbai, Maharashtra, India.

How do you see the Indian Lifting Equipment Industry?
The people lifting and material lifting equipment industry in India is currently in its nascent stages. The use of AWP's is multifarious. Whenever a person has to work at a height such equipment comes into use. We don't have any particular industry focus as the machines can be used across all the sectors such as construction, factories, malls, hotels, infrastructure etc. For example, in 2013 we have supplied 21 Haulotte machines to Mumbai International Airports Ltd (MIAL) which are all deployed in the newly constructed Terminal 2. Our machines are used wherever there is a need to work at height productively and most importantly safely.

With many MNCs venturing in to Indian market and setting up of their plants, the demand for such machines is growing very rapidly as such companies make it mandatory for use of such equipment. However, there is still a lot to be done in terms of educating the customers, making them aware of the machines and on use of these machines in their day to day work. We have machines to offer across the range for indoor and outdoor usages. We are very confident about the opportunities in India and that's the reason today we are here. India is one of the fastest growing economies and we see a very bright future for our industry in years to come.

What is Haulotte's focus for the Indian market?
Haulotte has a very strong presence and is a market leader in the India Aerial Work Platform market.

Despite the market being very small as compared to other mature markets worldwide, Haulotte takes pride in the fact that we are the market leader in India with over 40% market share.

It's not that we have just introduced our machines; our machines have been used in India for over a decade or perhaps more. Earlier we were covering India from our Asia Pacific Headquarters in Singapore but we felt the need of having our local presence in person for our customers, so we are here today as Haulotte India.

In Haulotte, we have end user customers who are serviced by our Dealer (Gemini Power Hydraulics Pvt. Ltd.) and our Regional Resellers (Shakti Equipment Pvt. Ltd, Gloline Equipment Pvt. Ltd. and Jaypee Engineering & Hydraulic Equipment company Ltd.)

All rental companies are catered by us directly. Rental is also a very important segment as many companies may not need the machines all the time and might need them for specific projects. So, they prefer to rent a machine rather than buying one. That is why the Rental sector has a huge potential.

Today, companies like Tata Motors, Walmart, Cummins, Kirloskars, L&T, ABG, NALCO, Alsthom, Atlas Copco, Siemens,NTPC, Vedanta, Powergrid and many such major multinational corporates as well as small/medicum size companies are using our machines across India.

What are the expansion plans for Haulotte India?
Haulotte Group strategy is driven by "Customer Proximity." This involves the establishment of a commercial & services network closer to our customers, with teams of professionals who understand the needs and expectations of their markets, who provide the support to their clients.

Our objective is to reach across the various corners of the country, spread the concept, and then take it forward. We have a PAN India Dealer Gemini Power Hydarulics Pvt. Ltd. and 3 Resellers at strategic locations in the country- Gloline Equipment Pvt. Ltd. for Gujarat, Shakti Equipment Private Ltd. for Maharashtra & Goa and Jaypee Engineering & Hydraulics Eqpt. Co. Ltd. at Kolkata for the Eastern Region.

They cover the end user segment, while we cover the Rental segment directly. However, as the industry grows and evolves we shall evaluate and formulate our future expansion plans in India.