Macons SOCAGE Offers Aerial Work Platforms (AWP) of 12 to 24-m Height

Jainil D Surelia, Director, and Alberto Lunardon, CEO, share their views on the company’s contribution to the Indian construction industry and the growing demand for higher and safer AWPs. Macons SOCAGE offers Aerial Work Platforms (AWP) of 12 to 24-m height and it plans to launch model of higher height.
How has Macons contributed to the Indian construction industry, and what recent developments have taken place in the company?
Jainil Surelia: Macons offers a wide range of products like concrete batching plants, wet mix macadam plants, self-loading transit mixers, kerb machines, concrete pavers, and more. These products are acclaimed worldwide for their quality and performance. Our expertise lies in designing equipment as per the requirements of their customers. As an ISO-certified company, it has stringent quality control systems in place.
In 2000, Macons launched the first indigenously designed and developed Kerbing Machine for laying dividers, drain lines, etc. Following this success, we introduced a series of new machines, such as mobile and semi-mobile truck-mounted concrete batching/mixing plants, and the MAC series of compact concrete batching plants in technical collaboration with international companies. Today, the Macons brand is widely recognized for its superior machines, efficient after-sales service, and reliable customer support.
The company has partnered with Italy’s leading company, Socage S.r.l, which is known for manufacturing and selling Aerial Work Platforms (AWPs) for over 30 years. The joint venture aligns with our objective to meet the needs of the Indian market by offering top-of-the-line, cost-effective products; it is also our contribution to the government’s Make-in-India initiative. These machines will be highly affordable compared to foreign-made alternatives. We are proud of our many firsts in manufacturing global-quality products on Indian soil, bringing affordability to users.

How do you see the market for Aerial Work Platforms in India?
Jainil Surelia: There is a growing demand for aerial work platforms in India. Many companies are entering this space with plans to manufacture these machines locally. We foresee a bright future for the construction industry, driven by demand from metro projects, railways, airports etc. Municipalities are increasingly using these machines for maintenance tasks, such as repairing streetlights.
In fact, during a discussion at the recent event of the AWP Association of India, there was a consensus that safety at project sites is of utmost importance and is gaining ground in India. So, we feel that demand for machines of 10 to 75 meters in height is expected to grow exponentially. Since AWPs are critical for users’ safety, the Indias government needs to regulate the market to ensure that the machines are regularly inspected and maintained to guarantee safety.
How can manufacturers ensure safety standards in their AWPs considering that there are currently no established regulations in the market?

Jainil Surelia: At present, regulations are limited, and safety standards for aerial work platforms are not strictly enforced. To address this, we need to implement regular inspections after one or two years of usage, similar to the practices followed in Europe. This will ensure that the market grows in the right direction.
Some manufacturers focus on meeting the price demands in India, but this often compromises the quality and safety of the machines. One must prioritize both the quality and safety features of these machines, so that they remain reliable even after 5 or 10 years of use, even in harsh environments.
Given the positive market outlook, how do you plan to grow your presence in the AWP market?
Alberto Lunardon: The market response to our AWP systems has been positive, and we expect to see rapid growth. We have therefore planned to make significant investments to expand our operations and introduce more machines. Currently, our machines in India range from 12 to 24 meters. Our 24-meter model is the most in demand, especially for metro construction sites and for projects like the bullet train.
However, rental agencies are increasingly requesting machines with higher reach. As metro projects become more complex, with double-decker structures, the need for machines capable of reaching 35-37 meters is increasing. So, we will be launching AWPs of 37- meter height in 2025, and will closely monitor the market’s response, based on which we will produce them locally.
What differentiates Macons’ AWPs from its competitors?
Alberto Lunardon: Our machines are similar to those of other manufacturers in terms of basic construction, as this is an industry that doesn’t require extreme precision. The manufacturing of hardware, particularly metal components, is relatively standard. However, what differentiates our machines is the design logic and attention to detail. For instance, we strategically position the control valves to ease their maintenance, and we use screws instead of welding components, making replacements easier. These small but significant design details help our machines stand out and offer a more user-friendly maintenance experience compared to local competitors.
Given that India is a cost-conscious market, how do you balance cost with safety and quality?
Jainil Surelia: We don't compromise on safety or quality. Our decision is to maintain high standards and not follow the ‘Indian way’ of cutting corners. Of course, manufacturing locally in India does reduce costs due to lower labor and overhead expenses. Our machines come with advanced safety features, such as sensors and controls to ensure they are operated correctly.
From my experience, many operators in India are not as skilled as those in Europe. As a result, the machines must have intelligent systems to prevent misuse. We will continue to emphasize safety and ensure that even untrained operators can use the machines safely and without making mistakes.
What are you doing in terms of training operators?
Alberto Lunardon: We provide training to operators before delivering the machines. We have plans to invest in further training programs as part of our expansion. This will include technical assistance for after-sales services and regular inspections. Our goal is to ensure that machines are properly maintained, and if any issues arise, they can be addressed promptly. We have noticed that when machines come for repairs, they often show signs of misuse. That’s why we believe regular inspections and training are crucial for keeping machines in good condition.