19 January 2020

Interaction-Shalabh Chaturvedi, Head Marketing, Case India

CASE India develops products to suit the evolving requirements of the customers

Case India, which has maintained the leadership position in the Road Construction Equipment (Vibratory Compactor and Motor Graders) segment, which form the lifeline of any road construction activity is gearing up for busy times ahead.  SHALABH CHATURVEDI, HEAD MARKETING, CASE INDIA responded to queries from CONSTRUCTION OPPORTUNITIES about the company’s products and future plans.


Briefly tell us about your product offerings and the key features/USPs that have contributed in strengthening and maintaining your stronghold in the market?
CASE India sells and supports a full line of construction equipment around the world. The company 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 across their equipments 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 the Emissions (like Nitrogen Oxides and Hydro Carbons) and protect the environment.
  • Optimise fuel efficiency– The grader is equipped with variable horse power 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
  • Maximise productivity– CASE India has adopted a unique moldboard design that roll the material along with VHP (150-173 HP) giving a unique mix of power and fuel efficiency.
  • Operators comfort– For better control of visibility and safety aspects the machines are equipped with a forward-mounted articulation joint giving operators a clear sense of direction and excellent moldboard visibility from the operator’s cabin
  • 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 the fuel consumption, hours operated and 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. This delivers better value for money.

CASE India engineers are constantly developing clever innovations to make equipment more fuel efficient for reducing emissions on the environment. The company has successfully lowered the sound levels in all the construction equipments. This enhances operator comfort, which in turn increases productivity and keeps the pollution under control. Additionally, 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 the customer needs in order to develop and test new models basis customer specifications. The company has factory trained technicians ensuring top-notch service professionals are working on equipment maintenance needs by 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.


Briefly give us an understanding about your manufacturing units – location, size, production capacity, technologies used etc?

CASE India is well-known for its quality products, innovative technology and customer service in India. The company has an extensive network of 70 dealers with over 300 touch points across the country. With worldwide investment in Research and Development 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 the Indian operations.

CASE India launched the EX series range of loader backhoes which are powered by FPT S8000 engines which are renowned for its 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 products as a portfolio enhancement for the Indian market which have received a warm response from the market. The company also upgraded their bestselling asphalt compactor.

Across its 12 brands, 62 manufacturing plants, 48 research and development centres and a workforce of more than 71,000 people, CNH Industries is present in 190 countries giving it a unique competitive position. The company believes in the long term growth potential of the Indian infrastructure sector and consequently a huge opportunity in the construction equipment segment. The company has plans to further enhance their product offering and the dealership network to serve their customers at the best possible levels.


As a company what are your specific plans for bauma CONEXPO INDIA 2016?

CASE India is known for the top class quality products with environment friendly equipments and technologies. The company sells and supports a full line of construction equipment around the world with equipment and aftermarket support, industry-leading warranties and flexible financing. CASE engineers are continuously upgrading the equipment and technology to suit needs of Indian customers.

Also, the company has an extensive network of 70 dealers with over 300 touch points spanning the length and breadth of the country. CASE India has introduced globally followed “World Class Manufacturing” processes at the Indian CE plant. The company has started exports to developed as well as developing countries that reflect the quality of the products.

The company 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. The Pithampur plant not only services export markets for the company, but also benefit the Indian customers with a superior quality offering.


What are the organisational surprises we can expect from you at bauma CONEXPO INDIA 2016?

India is a huge market for Construction Equipment industry. Especially international companies like CASE see the potential for Indian market and continue to provide world class products for infrastructure development. CASE India focuses on continuous up gradation of equipments according to the market expectation to support customers with the best in class technology.

The company will be showcasing its entire gamut of products. This will also include a variety of attachments which can be mounted on equipment’s. There will be our own branded Rock breaker and trenching bucket which have been a growing demand from our customers in this part of the country. More surprises to be unveiled at the Bauma CONEXPO INDIA 2016.


Give us an understanding of your company’s performance this year and your outlook going forward?

Over the last 25 years CASE India has maintained a leadership position in the Indian subcontinent riding on extraordinary customer connect and support. With a global experience of over 172 years, the company is known for excellent quality products and services. With the existing products like Skid Steer Loaders, Motor Grader, Compactor Loader Backhoes etc, CASE India develops products to suit the evolving requirements of the customers.

The company is known for providing highest quality products and advanced transformative technology that aids in completing a project faster and more profitably. The company offers a complete range of skid-steer loaders, loader backhoe which are constantly updated to fit to the latest CASE machines.

CASE India ensures state of the art technology and optimum product support across their equipment range. CASE skid steer loaders boost productivity and increase operator comfort. The cabs feature increased headroom and lap-bar width, along with improved forward, side, rear and overhead visibility. Ergonomically positioned controls, industry-first side lighting and improved reliability and serviceability aids in increasing productivity. CASE backhoes loaders are re-engineered from the ground up to deliver industry-leading backhoe breakout force, greater loader lift capacity/reach and best-in-class cab visibility.

The company has also introduced Eagle Eye Telematic Systems, a real time vehicle tracking and communication system based on GPS. This will enable the operators to monitor and trace geographical locations of all CASE equipments. Additionally this system will also provide an update on the use of the machine, fuel levels and total number hours the machine was in operation along with its temperature. One can log on to CASE India website to view the complete historical data of the machine. This delivers better value for money and the customers. CASE India sells and supports a full line of construction equipment across the globe with world-class equipment and aftermarket support, industry-leading warranties and flexible financing. The company believes in the long term growth potential of the Indian infrastructure sector and consequently a huge opportunity in the construction equipment segment. CASE India has more plans to further augment our product offering and the dealership network to serve our customers at the best possible levels.


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