Mr. Shalabh Chaturvedi, Marketing Head, CASE India

CASE India: “We believe in the long-term growth potential of the Indian infrastructure sector and consequently a huge opportunity in the CE segment,” says Mr. Shalabh Chaturvedi, Marketing Head, CASE India, adding “Our technological advanced products are well suited to the basic Indian requirements of high fuel-efficiency and productivity. Through our care centres and dealers, the customers have access to world-class equipment and aftermarket support along with industry-leading warranties and flexible financing. Through our regular R&D, we’ve maintained a leadership position in the Indian subcontinent riding high on extraordinary customer connect and support.”

Seeing the government’s focus on attaining 40km of road construction per day and bringing reformative changes in mining and other infra sectors, how do you see the infrastructure construction sector emerging?

The Infrastructure sector is a key driver of the Indian economy. It is responsible for propelling India’s overall development. With the central government initiating friendly policies and approach to boost the sector, like development of the rail network and the national highway building projects, it would ensure time-bound creation of world-class infrastructure in the country and faster economic growth.

India is also witnessing significant interest from international investors in the infrastructure space. With infrastructure investment set to go up, demand for construction equipment is expected to rise further. The Indian CE industry is reviving after a gap of four years and is expected to grow to $5 billion by FY 2019-20 from the current size of $2.8 billion, according to a report by the Indian Construction Equipment Manufacturers’ Association (ICEMA).

What value additions does CASE make on the technical front viz operating features, engines, remote monitoring/telematics?

CASE India offers the most advanced technological products which are suited to the basic Indian requirements of high fuel efficiency and productivity. The company emphasises on continuous product development to improve the equipment’s performance and increase fuel efficiency

Advanced engine and hydraulics - To increase the machine’s durability, CASE India focuses on the use of quality engines along with regular maintenance which helps deliver excellent fuel efficiency.
Design of air filters / fuel filters – CASE India engines are equipped with turbocharger waste gate control mechanisms with Internal Exhaust Gas Recirculation system (IEGR) to minimise emissions (like Nitrogen Oxides and Hydro Carbons) and protect the environment.
Optimise fuel efficiency – The grader is equipped with variable horsepower FPT engine renowned for its fuel efficiency worldwide. The grader is offered with an automatic ZF Transmission. The machine has a multi Curvature Mouldboard which reduces the resistance coming on the engine and hence reduces the fuel consumption
Maximize productivity – CASE India has adopted a unique mouldboard design that rolls the material along with VHP (150-173 HP) giving a unique mix of power and fuel efficiency.
Operator comfort – For better control of visibility & safety aspects, the machines are equipped with a forward-mounted articulation joint giving operators a clear sense of direction and excellent mouldboard visibility from the operator’s cabin. The company has successfully lowered the sound levels in all the construction equipments. This enhances operator comfort, which in turn increases productivity and keeps pollution under control.
Structural stability and ease of maintenance - CASE India focuses on providing easy engine compartment access along with daily service checkpoints for quick and efficient maintenance of equipments.
Tracking and monitoring tech – Every equipment is installed with a unique trip meter on the operator dashboard that continuously monitors fuel consumption, hours operated & operating temperatures. Electronic indicators are also connected to the dashboard for safety related or operation related parameters. Based on customer requirement, CASE India has launched Eagle Eye Telematic System, a real time vehicle tracking and communication based on GPS technology.

Apart from expanding your sales through first-time buyers, what is your strategy to retain existing customers?

The company offers product support throughout CASE Centres providing spare parts, manuals and technical support to minimize downtime and maintain production schedules. All spare parts can be ordered from CASE dealers and are stocked at the CASE central parts warehouse across India. The company has introduced Customer-Driven Product Definition (CDPD) process wherein they invite equipment users to participate in defining and improving new products. This further helps to understand customer needs in order to develop and test new models based on customer specifications. To keep the operators and customers up-to-date with latest practices and techniques, we have dedicated training centers that organize training programs all-round the year.

Our top-notch service professionals are providing a thorough service for the everyday wear and tear of the machines. Through CASE India customer care centres and dealers, the customers have access to world-class equipment and aftermarket support along with industry-leading warranties and flexible financing.

Localization helps in bringing manufacturing as well as operational costs down; upto what extent has CASE India localized its?

The company has an extensive network of 70 dealers with over 300 touchpoints across the country. With worldwide investment in R&D to the tune of Rs. 7,113 crore, CASE has been showing a similar intent in its India operations as well. Since April 2011, when CASE acquired a 100 per cent stake in its erstwhile joint venture company, an investment in excess of $50 Mn has flown into its Indian operations.

CASE India launched the EX series range of loader backhoes which are powered by FPT S8000 engines, which are renowned for their best-in-class fuel efficiency. We extended this to our recently launched 1107 EX soil compactor for enhanced performance and increased fuel efficiency. We have also added the Skid Steer Loaders and Motor Graders as a products portfolio enhancement for the Indian market which have received a warm response from the market. The company also upgraded its bestselling asphalt compactor.

Across its 12 brands, 62 manufacturing plants, 48 R&D centres and a workforce of more than 71,000 people, CNH Industries is present in 190 countries giving it a unique competitive position. CASE India has introduced globally followed “World Class Manufacturing” processes at its Pithampura plant.

The company has started exports to developed as well as developing countries. CASE continues to invest in the manufacturing operations in India ensuring customers in India get access to the high technology products comparable to the best in the world.