Shantui: Our Eye is Now on India
"We are the world’s largest manufacturer of bulldozers, which are already for sale in India. Eventually, we plan to introduce our cement machinery and then our fully diversified line of construction and road machinery. We make everything from wheel loaders, road rollers to truck cranes and motor graders, to forklifts and excavators and their common USP is SHANTUI VALUE.. Our products offer great value with performance-proven results. The Indian market is really very interesting and important for us. In view of this, we are keen to set up our own manufacturing unit in the country by the end of this year or early next year. We have great expectations from India and look at the country as being second only to China in importance for us," says Mr. Li Dianhe, Vice President, Shantui, in an interview with S. A. Faridi.

What is the current status of your plans to set up your own manufacturing unit in India and its location? Will it fulfill your expectations to serve the Indian market for construction equipment?
The Indian market is really very interesting and important for us. In view of this, we are keen to set up our own manufacturing unit in the country by the end of this year or early next year. We have great expectations from India and look at the country as being second only to China in importance for us.

What would be the products planned to roll out from there? Also tell us their USP compared to similar products available in the market?
Shantui: Our Eye is Now on India
We are the world’s largest manufacturer of bulldozers, which are already for sale in India. Eventually, we plan to introduce our cement machinery and then our fully diversified line of construction and road machinery. We make everything from wheel loaders and road rollers to truck cranes and motor graders, to forklifts and excavators. Their common USP is SHANTUI VALUE. Our products offer great value with performance-proven results. Because we are a highly vertical manufacturer so can better able to control quality and costs than many of our competitors.

With global and national economic headwinds looming large on the industrial front; what is your assessment of growth potential of CE products and services in the country as of now?
We are confident that our strategy of targeting the developing world will see us through global economic uncertainties. We have little exposure to instability in US and Western European markets. Natural resources and domestic consumption are still fueling many emerging economies around the world. India, like China, has certainly been affected by global economic problems, but growth rates remain strong and we maintain a positive view.

A word about your plans to have an efficient marketing network in the country, including programme to strengthenyour dealership, distribution and spare parts facilities in India to back up your manufacturing and marketing efforts?
Our goal is to localize in a way that best suits the Indian market while at the same time building our global brand. We hope to take advantage of all sales channels and expand our reach throughout the subcontinent.

You have a long and rich experience in marketing CE products in China as well as in other countries. How does the marketing scenario in India differ and what propels market in the country-the price, quality, brand, total life cycle of the products or its aftermarket services? How is Shantui geared up to chip to take advantage of growing opportunities in India following its focus on infrastructure development?
Every market is different, and we work hard with our local partners in order to best serve our customers. What makes Shantui a strong brand around the world is its commitment to value and customer service. We are known in China for quality. We make quality machines at competitive price points. Abroad, we are known for our great value, or the balance between the cost and performance of our machines. Our machines don’t have every bell and whistle, but they are also much easier to maintain and fix on site, and they are increasingly known for being able to get big jobs done faster and more efficiently, for the money.

Acute shortage of skills for operating and maintaining machines is the biggest challenge construction equipment industry is currently facing; how does Shantui address this issue at its end?
Shantui was founded just over thirty years ago. Fifteen years ago, we entered into a joint-venture with Komatsu to produce large excavators. We learned much about management and training from them, and have built our own training programs based on international systems. We work closely with our local partners to ensure quality maintenance and are constantly working with them to provide training so that they, in turn, can provide the best possible service.

What are Shantui’s plans to participate effectively in the forthcoming mega event–Excon 2011 and its new products, services and marketing resolves proposed to be unveiled?
We are looking forward to participating through our dealer, Dozco and hope that visitors come and see how Shantui Value can work for them!

Shantui: Our Eye is Now on India

Do you think that this mega event would pep up the market sentiments?
Excon is an important event and we look forward to participate through our dealer, Dozco. Traditionally, trade shows of this size and importance have re-ignited the market, so we hope this also occurs with Excon.
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