Saturday, October 24, 2020

Table of Contents for Cover Story

Interaction- Shalabh Chaturvedi, Head of Marketing, Case India

CASE is the market leader in vibratory compactor segment

Few companies have the kind of pedigree CASE has, and its FPT is Best-in-Class. In an exclusive interview to CONSTRUCTION OPPORTUNITIES, SHALABH CHATURVEDI, HEAD OF MARKETING, CASE INDIA, talks about their smart machines and how their plant is planning to convert the recently won Bronze certification to Silver, awarded by the WCM Audit.


Tell us about your Manufacturing Base in India. Do you practise Lean Manufacturing? What is your current level on the Six Sigma (6σ) scale?

CASE India operates a manufacturing plant in Pithampur. In May, 2017, WCM Audit awarded CASE’s Pithampur plant prestigious BRONZE Level Certification, with involvement of 10 Technical Pillars and 10 Managerial pillars.

The plant applies the advanced “World Class Manufacturing” processes that are implemented in CNH Industrial’s manufacturing plants across the world and is certified for ISO 9001:2000 quality and ISO 14000 environmental standards.

Lean manufacturing accounts for the reduction of waste produced by the system, WCM motivates organisations to practice lean manufacturing. CASE is continuously working to convert BRONZE into SILVER in the coming year.

CASE covers all requirements under WCM. Hence, we don’t practise Six Sigma scale in our organisation.



Green environment friendly technology in your products.

CASE uses the new generation engine, developed by Fiat Powertrain Technologies in most of its equipment, which have EGR internal technology. EGR internal technology involves recirculating a controllable proportion of the engine's exhaust back into the intake air. This helps in controlling Nitrogen oxide.  Nitrogen oxide is an irritant gas which results to form smog and acid rain, which are associated with adverse health effects.



Major demands made by end-users of your equipment.  Is there a shift from initial cost price to TCO in Buyer Decisions? Importance of Aftermarket Services.

Major demands made by our end users are fuel efficiency, maximum productivity, and the operational cost. CASE takes care of the requirements and tries to upgrade its products as and when required.

Contractor’s decision is generally on the basis of initial cost price, but gradually this is now shifting to total cost price. However, this will still take some time.

CASE goes an extra mile to look after the maintenance cost of equipment, we know that the easier it is to perform routine maintenance the more likely it will get done.



Do you practice ‘Make in India and Sell Globally,’ use your India manufacturing base to supply the global market.

With an objective to bring quality infrastructure, Government is giving incentive for manufacturing in India through the Make in India program. CASE India operates a manufacturing plant in Pithampur where CASE produces vibratory compactors and backhoe loaders. Products from CASE India are being exported to the markets of Africa, South East Asia, Russia, Sri Lanka, Bhutan, and Middle East countries.



What distinguishes your products vis-a-vis the competition? What is your current market share in all your product categories?

CASE understands power and performance are critical for the success of a machine. The new generation engine, developed by Powertrain Technologies Industrial provides outstanding performances such as faster response time and up to 10 per cent better fuel economy in its class. Also, CASE goes an extra mile to look after the maintenance cost of equipment, we know that the easier it is to perform routine maintenance the more likely it will get done.

CASE is the market leader in the vibratory compactor segment, we are second best in the Loader Backhoe segment and in the Grader’s segment we are growing at a significant rate. We have recently stepped in the Crawler Dozer segment and are doing fairly well in this segment as well.



Impact of GST on your company.

With the introduction of GST which aims to bring one uniform tax across the country, eliminating several layers of tax collection, things were quite confusing in the beginning but gradually things took their place. Now, with the revision being made in the slabs, CE industry is again put in 18 per cent slab, which is a positive change for the industry.



Your outlook for the Indian ECE market. Which sectors will be the major demand drivers?

After a continuous phase of market sluggishness and recession, the construction sector is certainly on the verge of a turnaround now. The sector received a boost with renewed focus on road building from the new government and as a result the market grew by 16 per cent in 2015, and further by 39 per cent to peak in 2016. With the introduction of GST, which aims to bring one uniform tax across the country, eliminating several layers of tax collection, things will take some time to come back to normal in a quarter.

However, there is still a massive amount of work yet to be done in the country, and this will call for large volumes of equipment to complete it. We are ready with our range of construction equipment products and considering the set of conditions prevailing in the country and other foreseeable factors at this moment, we expect the market will follow an upward trend in the coming years as well.



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

In the journey of more than 28 years in India, we have seen the difficult years as well as the growth years of Indian construction equipment.

After a recent 4 year slowdown we experienced a good growth last year in line with the industry. We used this slowdown as an opportunity to prepare ourselves with upgraded products.

Owing to our strategic positioning we were able to leverage the growth in demand to our advantage by achieving a higher as percentage growth than the industry at large.

The long term outlook for the Indian market is very promising with huge potential. We expect significant growth and are positive in terms of increase in volume for the next year.

The Indian customer is becoming increasingly discerning and demands products with higher efficiency and performance, especially in applications where the project needs to be delivered within a certain timeframe. We have a complete family of construction equipment products. And, with the market evolving, we offer our support by using our skills and expertise at their best.



As an exhibitor, what are your expectations at EXCON ’17?

EXCON is the most anticipated and sought after event in the CE industry in entire South Asia. 2017 edition is anticipated to be even more special as it marks the revival of the Indian CE industry and our preparations are on full swing. We are bringing new products to cater to the newer opportunities and customers who are becoming more demanding and deserving. EXCON gives us an opportunity to showcase the same to the industry.

Cutting edge Smart Technology featured in your machines such as; engine control, SCADA, PLC, Telematics, IoT, etc. Also Safety and Operator Comfort features in your machines.

CASE Crawler Dozers and Graders are equipped with electronic engines which have ECU for the engine control.

CASE’s Backhoe Loaders are equipped with "EAGLE EYE" telematics for enhancing the performance and efficiency of the machine. This is an Asset Monitoring System that combines Internet, Cellular, and GPS technologies. This system helps to keep an eye on every significant detail such as Real Time Location of the Machine, Operating Hours, Cumulative Hour Meter Reading, and Warning Text Alerts for Critical Parameter. CASE is also working to bring the technology in our other equipment as well in future.

CASE offers spacious cab for better operator comfort. The large size glazed windows provide outstanding all-round visibility, it improves air ventilation to the operator, and it makes easy communication to the back of the machine. All the controls have been specially positioned to offer easy access and faster control.

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