Mr. Jaideep Shekhar, Terex Finlay
It has been three years since UK based Mobile Crushing, Screening and Washing Plant manufacturer, Terex Finlay—a fully owned subsidiary of the $9.1 Billion Terex Corporation of US, entered India. Buoyed by the growing demand from the Aggregate & Mining Industry, Terex Finlay has been able to make good headway in sales. In an interview with P.P.Basistha, Mr. Jaideep Shekhar - Country Manager, India and South West Asia, Terex Finlay, talks about company’s strategy, New Product launches, Training & Promotional plans to support the offerings and on emerging market trends in the crushing equipment sector in India.

Mention about Terex Finlay and its operational set up in India.
Terex Finlay is a market leader in Mobile Crushing, Screening, Washing and Recycling equipment. Our products are used in industries such as construction, quarrying, mining, landfill, aggregates, iron ore, Asphalt, Rock crushing, demolition, and recycling and has a centralized manufacturing facility measuring approx. 400,000 sq. ft in Omagh, Northern Ireland, UK.

The Company is widely known for its innovative and leading designs, quality products, and extensive dealer network and after sales support. We have invested heavily in our people and equip our staff with state-of-the-art technology. Exporting for nearly 50 years to 80+ countries throughout the world, we at Terex Finlay are committed to continual improvement in accordance with our customer’s requirements.

Though, Terex Finlay has local representation in India, it relies on its dealer network for sales and service support as per Terex Finlay’s global marketing model. Our dealer in India is W.B. Engineers International Pvt. Ltd. and is responsible for the Sales and After Market requirements of the equipment.

Through our India Office, we liaison between the factory at Omagh and the dealers in India and countries of South West Asia. We monitor the performance of the dealers pertaining to sales and service support to the end customers and also take care of the training needs of the dealers enabling them to render efficient service support to the customers.

Is your dealership arrangement with W.B Engineers exclusive in India? How is W.B Engineers positioned in terms of its network access locations to carry out effective marketing of your products? What is the networking capability of the company in providing back up service support?
Mobile Crushing, Screening, Washing and Recycling equipment
Presently, W.B Engineers is looking after the Sales in India. Headquartered in Pune, it has its regional offices at Kolkata, Mumbai, and Bangalore which houses the Sales and Service Staff. Their main warehouse is located at Pune. WB Engineers also has local offices at Hospet in Karnataka and Joda in Orissa to cater to the Mining Areas. These local offices have a complete sales and service team and also store spare parts for requisite equipment service support. With the help of these local offices, WB Engineers is in a position to provide quick Sales and Service Support to all our customers in these mining areas. These areas also have high concentration of Terex Finlay’s equipment.

Our dealer also offers flexible tailor-made solutions for Rental/ Contract Crushing options. Under this arrangement, the dealer mobilizes the site with the machine and manpower and also takes care of the operation and maintenance of the Crushing and Screening Plant. The customer gets the benefit of hassle free supply of Crushed Aggregates/Iron Ore and has to pay on a per ton basis.

To run the contract crushing services, WB has trained operational manpower and service engineers in place. The techno manpower resource also in turn serves the service and maintenance requirement of Terex Finlay machines.

What are your future plans to make the distribution tie-up well forged?
To ensure optimal customer support, we would be laying further emphasis on technical training to WB’s Service Engineers for both existing products and for new products which we will be introducing in the Indian market. At present, Service Engineers from UK have been conducting Technical Training Sessions for our Dealer’s Sales & Service team through various online and classroom coaching session both onsite and in UK. Depending on the customer’s requirement we also include them in these knowledge sharing sessions.

Besides organizing more seminars, we would now be increasing the frequency of these training programs as the demand of equipment grows. We believe that Dealer development and training is a continuous process and Terex Finlay gives due importance to this fact.

With your promotional model to sell products through distribution tie-up, how are you addressing the issue of physical availability, knowledge availability, and performance availability of the equipment. Which are the areas you perceive that fine tuning is required on mutual front?
We have developed a model which studies the market demand and supply situation on a continuous basis. Based on our knowledge about the expected demand, the dealer places the demand to the factory well in advance to ensure our committed delivery timelines are met.

As I mentioned earlier, WB Engineers has adequate skilled resources to meet our customer’s requirement with respect to setting up the plants and ensuring smooth operations. WB’s engineers are technically highly skilled and experienced and have been successful in this.

Like most of the companies in this Industry, high level of attrition has been a challenge for us as well. However, we are continuously trying to keep the sales force motivated and ensure better Dealer and Principal partnership so that we all feel part of one family.

Number of units sold till now and future sales target.
We now have approximately 120 equipment in India. Our target is to reach the figure of 200 equipment in India by year end.

Based on your perception, what are the emerging trends in India’s crushing equipment industry. How are you getting attuned to the emerging trends in terms of competitive product positioning?
Mobile Crushing, Screening, Washing and Recycling equipment
Indian Crushing industry is multifaceted. As the project size has increased over the years so has the demand for higher capacity machines in the range of 200 TPH-300 TPH. Demand has also grown for Mobile Machines both Wheeled and Tracked. Machines are now becoming much automated and have programmed logic controls, making them less labor intensive to operate. Another important development trend to note is that the Track Mounted Screens are now becoming a commodity product.

At Terex Finlay, we have high capacity crushers, manufactured on cutting edge technology. We are the market leaders in manufacture of Track Mounted Mobile Equipment and our products are competitive as they are run by their own power units mounted on the mobile chassis, thereby removing the requirement of external power source. These machines can also be moved easily at the site and there is no requirement of any civil foundations.

A little more on competitive product positioning and advanced technical features of the equipment.

At Terex Finlay, we offer a complete solution comprising crushing, screening, washing and recycling solutions making the offering much more competitive to the end–users. On technical features among few, the Terex Finlay C-1540 cone crusher features a number of major benefits including hydrostatic drive, rapid set up time, high reduction ratio, high output capacity and advanced electronic control system.

The unique feature of the C-1540 is the optional integrated pre-screen. By only crushing the products that needs to be crushed, the capacity of the machine is increased and wears costs reduced. This unique feature is very useful in iron ore applications where lesser fines production is required. The metal detector on the hopper with self clearing facility is also another notable feature.

While the Terex Finlay J-1175 Jaw Crusher comes with a unique feature of reversible operation for cleaning blockages. Terex also offers fully hydraulic adjustable closed side option in addition to hydrostatic drive and advanced electronic control system.

What are your future product introduction plans? With rising raw materials costs, how would you be ensuring to keep equipment cost competitive?
We would be shortly launching our J–1160 Jaw crusher in India. It would have a capacity in the range of 150–200 TPH. Some of the prominent features of this crusher are: high output and reduction ratio, rapid set up time, grizzly feeder with integrated prescreen, fully hydraulically adjustable closed side setting, and Pullrod tension ram. Notably, the J-1160 is compact and easily transportable.

Terex Finlay’s Production is centralized at our Factory in Omagh, this huge scale of operation gives us a better bargaining position with all our supplier, coupled with our very long relationship with most of our supplier, we are in a position to keep our cost lower and offer a competitive prices to our customers.
Bauer Engineering India - Offering Global Standard Modern Solutions & Expertise in Deep Foundation Projects
As a premium foundation equipment manufacturer and foundation specialist, we are offering project owners and contractors high-tech equipment and leveraging our global standard technical expertise in the field of deep foundation construction to

Read more ...

Kobelco: Growing the Indian Market
Kobelco is bringing significant changes to the Indian market and shaping the mindset of buyers. It is delivering exceptional value to customers in terms of durability and longevity of its machines, and through constant efforts supported by R&D to enhance

Read more ...

CriticaLog: Offering Technology-Powered Solutions & Services
In-house developed ERP, hubs, resources, innovative solutions including drones, and an end-to-end supply chain, are mitigating the challenges in handling critical and sensitive products of various industries, informs Sujoy Guha, CEO, CriticaLog India

Read more ...

CJ Darcl Logistics - Forward-Thinking Approach Driving Success
Embracing a phygitally-driven marketing approach, CJ Darcl Logistics seamlessly integrates physical and digital channels, to establish a unified and strong brand presence. The company is also actively embracing eco-friendly initiatives and investing in green

Read more ...

Trimurti Staying Ahead of the Curve
By closely monitoring market trends, focusing on sustainability, and pursuing product and market expansion, providing a range of tailored solutions to meet diverse application across construction and real estate projects, Trimurti is well-equipped to meet

Read more ...

Revolutionizing High-Rise Construction With Precast Concrete Technology
Precast concrete, with its myriad benefits, is revolutionizing the way tall buildings are erected. Suhas Mohol, Managing Director, StruEngineers India, (a 100% subsidiary of StruSoft AB, Sweden) discusses the applications, advantages, and the growing

Read more ...

Welded Wire Mesh: A Growing Industry
Weldmesh Manufacturer’s Association has been helping the welded wire mesh industry of India to grow in terms of volumes, quality, and consistency, while expanding its application areas, and cutting down production cost. Zakir Ahmed, Secretary, WMA

Read more ...

Ashoka Buildcon - Satish Parakh
The Sustainable Building and Construction Initiative (SBCI) of the United Nations Environment Program (UNEP) reported that 30-40% of global energy demand is from the construction industry, which is expected to grow at an average rate of 1.5 to 3.4%

Read more ...

Patel Engineering - Kavita Shirvaikar
Industry associations should bring together construction companies, professionals, and stakeholders to form working groups and share knowledge on emission measurement and reduction initiatives. Engaging with government bodies responsible for climate

Read more ...

Volvo CE India - Dimitrov Krishnan
We are encouraged by the Government’s ambition to achieve net-zero emissions and are committed to support the same through our sustainability ambition. We have established a strategy with targets and aspirations in three key areas where we can

Read more ...

GR Infraprojects - Atasi Das
The major components that produce the oxides of carbon in the construction industry are cement and bitumen. For infrastructure development, usage of cement is inevitable, be it buildings, metro rails, tunnels, airports, highways, or any under or above

Read more ...

Tata Hitachi - Sandeep Singh
With a target of Net Zero emissions by 2070 taken by the Government of India, reducing the use of fossil fuels in CE machinery is both a major challenge and an opportunity. Tata Hitachi has identified various projects to be taken up for electrification of different

Read more ...

Beca - Sujatha Manoj
The Construction Industry, as one of the largest contributors of global carbon emissions, can also play a significant role in reducing the emissions. Intelligent sourcing of materials, use of alternate and less carbon emitting materials in construction, or

Read more ...

Master Builders Solutions - Nilotpol KAR
India is the second largest cement producer and consumer in the world after China. The cement industry is conducting extensive research to reduce CO2 emissions. Only conventional technical progress such as thermal efficiency, fuel switching, and

Read more ...

Wirtgen India - Ramesh Palagiri
Sustainable solutions and technologies are firmly anchored in all corporate processes of the Wirtgen Group. The future of road construction must be made smarter and safer and, above all, must maintain a consistent focus on sustainability. This is the

Read more ...

Ammann India - Anand Sundaresan
Ammann is committed to all environmentally friendly initiatives. The Ammann Group has already created a road map for the ESG initiatives, not only in the product manufactured by us but also in all its manufacturing facilities to be environmentally friendly

Read more ...

DB RRTS Operations India - Kumar Keshav
India has set ambitious target to achieve net-zero by 2070. Around 40% of the carbon footprint is generated by construction and buildings together due to various processes like lighting, cooling, and heating of building materials. In the journey to net-zero

Read more ...

ACE - Sorab Agarwal
Reducing emissions and saving the environment is the way forward and the whole world is adopting these measures at a good pace. Going forward, artificial intelligence will also have a major role in the way machines are built and operated; they will incorporate

Read more ...

Puzzolana - Abhijeet Pai
All our plants are designed for automation to ensure effective operation and to reduce power consumption & carbon emission. We are aligned with India’s goal to achieve net-zero emissions by 2070 and are approaching the concept of decarbonization

Read more ...

Egis - Sandeep Gulati
The construction industry faces several issues when transitioning to low-carbon construction methods. The contractors may lack awareness and understanding of low-carbon construction methods, technologies, and best practices, which can hinder

Read more ...