Sorab Agarwal From Action Construction Equipment (ACE) shares insights on Next-Gen, Sustainable & Competitive Construction Equipment
We are strengthening our export business and aligning with international technology standards to stay competitive both in India and overseas. Currently, exports contribute 8-9% to the company’s overall revenue and we aim to increase it to 15-20% by the end of the decade.
Sorab Agarwal, Executive Director
What strategies will define competitiveness in India’s fast growing construction equipment market?
India’s construction equipment market is experiencing robust growth, driven by large-scale infrastructure development, increasing global integration, evolving regulatory frameworks, and rising investment flows. Initiatives such as the NIP and PM Gati Shakti have accelerated project execution across highways, railways, urban infrastructure, and energy sectors, creating strong demand for advanced, efficient, and technologically sophisticated construction equipment.In this dynamic environment, competitiveness will be defined by the ability to deliver smart, sustainable, and digitally enabled solutions that enhance productivity, safety, and operational efficiency. To stay ahead, we, at ACE, are expanding production capacities, intensifying R&D for next-generation machinery, and scaling localisation efforts in line with government priorities. Additionally, strategic collaborations with OEMs and technology partners allow us to integrate cutting-edge innovations, meet evolving customer requirements, and support India’s infrastructure vision while strengthening our global presence.
How is ACE expanding its global footprint, strengthening exports, and integrating international technologies to stay competitive in India and abroad?
ACE is steadily expanding its global footprint by strengthening its export business vertical, and aligning with international technology standards to stay competitive both in India and overseas. Currently, exports contribute around 8–9% to the company’s overall revenue and we aim to increase it to 15–20% by the end of the decade. Our products are already being exported to Southeast Asia, Africa, and Latin America, and plans are underway to tap advanced markets.We believe that the introduction of world-class emission norms in India has created an enabling environment for Indian-made equipment to compete globally. This, combined with ACE’s ongoing focus on integrating advanced international technologies, positions the company strongly for expansion beyond traditional markets.
While exports often involve a long gestation period, ACE views this strategy as a crucial buffer against fluctuations in the domestic infrastructure cycle. We are diversifying into multi-sector opportunities to ensure sustainable and resilient growth across markets.
What energy efficiency, recycling, and waste utilisation measures is ACE taking to contribute effectively to India’s net-zero ambitions?
India’s ambitious net-zero target for 2070 has made sustainability a central focus across all infrastructure sectors, including construction equipment. Over the years, customer expectations have evolved significantly to include energy efficiency, emissions control, and responsible resource use. Contractors and infrastructure developers are increasingly prioritising equipment that supports their environmental commitments.ACE is proactively addressing this shift through a range of innovative, future-ready solutions. The company has introduced electric cranes and forklifts, along with CEV-V compliant equipment designed to deliver high performance with a lower environmental footprint. These machines offer up to 15% improved fuel efficiency, helping customers reduce both operating costs and carbon emissions.
ACE continues to integrate sustainable practices across its operations, from efficient manufacturing and waste reduction to adopting circular economy principles. By championing cleaner technologies and greener operations, ACE aims to play a pivotal role in supporting India’s transition toward a more sustainable, low-carbon future.
How is ACE promoting inclusivity, diversity, and skill development within its workforce?
At ACE, inclusivity, diversity, and skill development are integral to building a future-ready organization and ecosystem. Our in-house training centre serves as a strategic hub for developing a skilled workforce capable of operating next-generation construction equipment. With advanced technologies like telematics, IoT, AI-driven diagnostics, and robotics transforming the industry, we’ve redesigned our training modules to go beyond traditional mechanical skills—blending shop-floor expertise with digital, engineering, and IT capabilities.We’re addressing the sector’s skill gap through structured, hands-on programs that enable operators and technicians to gain real-world experience with cranes, forklifts, and backhoe loaders. Our certification courses focus on safety, operations, and maintenance, combining classroom learning with practical application. Collaborations with institutions such as Shri Vishwakarma Skill University, Haryana further strengthen our commitment to nurturing industry-ready professionals through apprenticeships and on-the-job training.
ACE extends this capability-building approach to its dealer network to ensure consistent service standards and operational excellence. By fostering a diverse, inclusive, and tech-enabled learning ecosystem, ACE is not only empowering individuals but also contributing to India’s vision of becoming a self-reliant and globally competitive construction equipment manufacturing hub.
How is ACE leveraging digitalisation, AI, and automation to optimize fleet management, enable data-driven decisions for clients, and develop intelligent construction equipment?
Our machines now feature real-time telematics and IoT-based monitoring systems that provide continuous visibility into equipment performance, utilisation, and health. Predictive maintenance capabilities help customers reduce unplanned downtime, while analytics-driven insights empower them to make faster, data-backed decisions that enhance productivity and cost efficiency.
To further boost maintenance and jobsite efficiency, ACE has introduced remote troubleshooting for cranes. Advanced load monitoring systems and sensor-based collision avoidance features further reduce operational risks. Looking ahead, the company is exploring digital twin technology to enable virtual simulations, operator training, and real-time performance optimisation, paving the way for the next generation of intelligent, connected construction equipment.
How is ACE reinforcing trust and loyalty in its customers?
At ACE, customer trust and loyalty are built on a foundation of transparency, service excellence, and responsible business practices. Our customer-centric philosophy focuses on delivering value-for-money equipment that combines high productivity with low ownership and maintenance costs.All our products are engineered in-house, integrating advanced technology with practical insights to meet specific customer needs. Continuous product enhancements ensure that our machines meet global standards, addressing aspects like emission compliance, comfort, design, and overall performance. Safety is a top priority, with features like ROPS- and FOPS-certified cabins that enhance operator protection and durability under challenging site conditions.
By combining reliable, high-quality equipment with proactive service support and transparent practices, ACE consistently strengthens customer confidence and fosters long-term loyalty.
What will ACE showcase at EXCON 2025?
This premier event is an important opportunity for us to reaffirm our commitment to technological excellence and industry advancement, and to demonstrate how our innovations are contributing to safer, more productive, and more sustainable construction practices. We will showcase our next-generation solutions that integrate intelligence, reliability, and efficiency while addressing the diverse operational needs of our customers.
Published on:
03 December 2025
Published in: NBM&CW DECEMBER 2025
Share:
We Value Your Comment
