10 July 2020

Interaction- Ajay Aneja, Brand Leader - CASE India

At CASE India, customer satisfaction is everybody’s priority




CASE India offers 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, operator comfort, boost productivity and increase fuel-efficiency. AJAY ANEJA, BRAND LEADER, CASE INDIA speaks to CONSTRUCTION OPPORTUNITIES about his company’s product offerings, emphasis on technology and future outlook on the industry.






Industry analysts have predicted that the market will see a 32% increase in the sale of backhoe loader machines in India by 2020. How do you assess the backhoe loader market in India, what are the cost/quality equations, sector challenges, and growth prospects.


Loader Backhoes have been hugely popular in India for decades and have always been the country’s highest selling construction machine. The Backhoe market in the country has been growing continuously in the last few years & at this pace, it is likely to continue in the coming years too.


CASE India’s PRO Series Loader Backhoe range remains the quintessential products for construction in Indian industry and the boom in construction in the last three years has encouraged us to advance at every step. Clear benefits of using backhoes over manual labor & traditional methods and enabling more load, Dig & Doze productivity, security, servo controls & serviceability have contributed to a large scale growth of loader backhoe market.



Detail us on the range of backhoe loaders offered by your company, in terms of types, capacities, and applications. 


CASE India offers 770EX PRO, CASE 770EX-Magnum PRO and 851EX PRO in its Loader Backhoe segment.


The CASE PRO Series Loader Backhoe is powered by FPT Industrial S8000 engine which delivers powerful performance and fast response time coupled with 8 per cent higher productivity and fuel savings of up to 10 per cent. The Series is re-engineered from the ground-up to deliver industry-leading backhoe breakout force, higher loader lift capacity/reach and best-in-class cab visibility.


The new PRO Series Loader Backhoe has a robust, robotically welded two-piece structural frame design which results in great stability, performance and serviceability. For versatility in different Indian operating conditions, the machine is designed with heavy duty structures, tanks, fenders and rims. To give the series a muscular look, there is a dual-colour tone, with a mix of Grey colour on the lower parts of the machine and Power Tan colour on the upper parts.


PRO Series Loader Backhoe segment is available in 76, 86 and 96 HP options, which customers can choose according to their requirements.




Are you planning to launch any new variants to you existing product portfolio?


CASE India, in the leading construction trade fair Bauma Conexpo India 2018 added Soil Compactor to its existing fleet of compactors. Moreover we have enhanced our advanced Eagle-eye-Telematics solution in our backhoe loader range by collaborating with BOSCH.


Looking at the nature of projects we still have many milestones to unfold in the construction equipment segment. We are working on the need of the customers and have a lot of work being done. Rest of it you may be able to witness at EXCON 2019.




Detail us about the cutting edge technology used in your machines. What are the USP’s of your products Vis-à-vis competition 


CASE India offers its state-of-art, an advanced Eagle-Eye-Telematics solution in its Loader Backhoe PRO range. This Telematics’ solution is a GPS monitoring system. This solution has a unique feature of ‘Geo-fencing’ which means it will help the user to keep a track of his machine and will send an SMS alert if it operates outside the desired area. It provides real-time access to machines and results in enhancing the performance and efficiency of the machine. This Asset Monitoring System gives the freedom of machine monitoring and remote diagnostic alerts at the click of a button on a mobile or desktop computer. In fact there are some states which have made it mandatory to have telematics in the construction Equipment.




Detail us on your aftermarket services as a strategic differentiator.


The service aspect is very critical in the CE industry. With advancements in technology and subsequently in the new range of products, maintenance and repair work requires experts’ help. Importance of such support becomes much more significant when seen in context of current pace of developments in infrastructure sector projects.


For CASE India, a robust after-sales-service is complementary with its equipment range. In order to have ready connect with operators and customers and to constantly keep them updated with the latest practices and techniques, CASE India has dedicated training centres that host training programs all-round the year.


Also, CASE India has a centralized toll-free customer care number where one can call in for after-sales services, thus minimize downtime and maintain production schedules. For the ease of customers we have also introduced the customer version of service mobile app using which a customer can directly log a service request for their equipment and the same will be solved within a stipulated time frame.



Tell us about the indigenisation efforts undertaken by the company to meet the market requirements? What is the company’s approach to implementing the ‘Make in India’ drive?


At CASE India, customer satisfaction is everybody’s priority. Keeping up with market requirements in mind, CASE India delivers best solutions such as regular maintenance and ground check, innovation in technology, after sales service and ongoing customer feedbacks.


With NDA regime once again in power, ‘Make in India’ thrust continues. At CASE India we believe that it is an ambitious project of the Indian government.  Our testimony to similar approach is CASE India’s manufacturing plants based in India. It operates at Pithampur, Indore (Madhya Pradesh) where CASE India produces its world-class compactors and loader backhoes range for Indian market as well for exports to various countries.




Future outlook for the industry and from a company perspective


This year due to previous year’s awarded projects there will be a lot of work for roads & highway sector. Fortunately elections did not have any reverse impact on the growth of the sector; moreover due to the similar government in power, the sector seems flourishing.


Keeping in mind the project completion in time and plan to complete the new target of 40 km per day we expect a promising year ahead for construction sector. Along with the sector we hope the positive momentum will continue and we, hope to grow faster than the industry like we have done in past.


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