Tata Hitachi to scale up business with more products

Based on an evaluation of customer requirements, Tata Hitachi is introducing new, more sturdy machines; It has re-entered the backhoe loader market with its Shinraj model and plants to increase its product portfolio going forward.

Tata Hitachi plans to expand and consolidate its business footprint in the highly competitive market of excavators and loaders. It is banking on its mix of product lines, new solutions, digitization, an expanding marketing network, and stronger product support, to meet the requirements of its heterogenous customer base.

Says Sandeep Singh, MD, Tata Hitachi, Construction Machinery, “We have observed that the 20 and 21-ton excavators continue to occupy 65 percent of market share. With the increase in the size of the crushing plants along with expansion of the line of trains for the plants, giving a varied throughput mix, customers have preferred to continue with the present levels of machinery and deriving higher productivity from them and across all lines of activity including general excavation to handling of stockpiles on tough surfaces. In line with the demand and the trend, we have come up with the new EX 215LC Quarry and EX2151-SLR. These products have been developed based on our study of the performance driven requirements of the Indian quarry sector.”

The machines are engineered to perform in tough quarry conditions. Key improvements include a reinforced duty heavy boom, heavy duty arm, a strengthened main frame and track frame, a heavy-duty track link and chain with 20 percent thicker shoes. Says Singh, “While the EX 200 and the ZAXIS 220 LC excavators make us an established player in the quarry segment, the new products reinforce our position as market leaders.”

The company re-entered the backhoe loader market with the launch of its ‘Shinrai’ Backhoe loader in 2019. Built on the Japanese tenets of trust, reliability and confidence, this revolutionary machine promises a powerful performance, high productivity and fuel efficiency. Shinrai can be attached with Alicon B60 super rock breaker for greater durability and performance. Its mechanical quick coupler enables fast changeover of multiple attachments, saving cost and time during operations. “We expect to gain a respectable market share in three years’ time from the Shinraj backhoe loader.”

In the wheel loader segment, Tata Hitachi will continue to offer its 3 and 5-ton wheel loaders, which continue to hold 85 percent of the market share. “Along with our customized product support packages, we will also render complete refurbishment of the loaders or retrofitting of the engines. We will strengthen our support to our network of 44 dealers so that they bring value addition to the sales,” he adds.

Tata Hitachi will continue to market its loaders, excavators and dump trucks to institutional customers like Coal India and others, especially its excavators of 47 to 120 tons. Other products in the company’s portfolio are hydraulic excavators of 2-ton to 800 tons, 35 to 290-ton rigid dump trucks, wheel loaders and backhoe loaders.