“Apart from telematics for monitoring purposes recently, we launched our SiteWatch platform with an all-new dashboard, more intuitive navigation and new overview sections” says Sandeep Mathur, India CE – Brand Leader, Case India

During the pandemic too, the government remained keen on executing state sponsored construction projects to aid the construction and infra sector as also the construction equipment manufacturer, what kind of impact did it have on your business?
To revive the industry, multiple steps have been taken to increase the activities in the infrastructure sector. The government has increased the number of highway and road projects. MoRTH has set a target to build 12,000 km of highways for this current financial year and has ensured that it will reduce the build-up of arbitration cases. Around 322 projects with a length of 12,413 Km have been awarded under the Bharatmala Pariyojana till August 2020 by the Road ministry. The highways ministry has also extended relief measures for road contractors and concessionaires and extended the project timelines and payments based on work done till December. The announcements for the revival are still ongoing and we are happy with all the steps taken so far. These steps will bring in more investment and more opportunities for the industry and will have a positive impact on businesses. We are confident that these measures will boost the sector with immense opportunities and bring it back on track, thus generating adequate equipment demand. At Case, we’re prepared to hit the ground running and make the most of these upcoming opportunities.

With the stress on indigenous technology and manufacturing, how are things going to change for construction equipment manufacturers in the coming year?
The announcement of Atmanirbhar Bharat Abhiyan campaign has enabled the OEMs in generating a local component sourcing base for the construction sector. This announcement will help the construction equipment sector in developing better R&D, technology, infrastructure, logistics, delivery and subsequently a more robust product line in the country. This initiative will help in bringing down the cost of parts which will subsequently lead to the low cost of the final product allowing for improved margin on products. The improved logistics and infrastructure will also ensure speedy delivery of parts to the dealers and customers and is going to create better coordination with the local vendors. Local manufacturing will also result in upskilling of labour and will play a huge role in creating a better ecosystem. This initiative can turn India into a manufacturing hub which can attract more foreign investment thus generating jobs and strengthening the market further. Case India stands by Atmanirbhar Bharat Abhiyaan started by the government. We already have a world-class manufacturing plant in Pithampur, where we’ve been locally producing our construction equipment range. Products from our plant are also exported to the markets of Africa, South East Asia, Russia, Sri Lanka, Bhutan and Middle East countries.

What kind of strategies do you have in place to kickstart the year 2021 on a positive note? What kind of products do you feel will witness demand?
Currently, we are very excited to launch our most awaited excavator in the Indian market. It was showcased in Excon in 2019 and has been built for the Indian terrain. It delivers faster cycle time and higher productivity and is going to be a great addition to our product portfolio. We’ve already conducted roadshows for our customers and are soon going to introduce it. As far as product demand is concerned, the pandemic has changed the way businesses work and has introduced the need for automated products that rely less on people. The incoming of industry 4.0 is also bringing in the demand for more technologically sound products which offer greater productivity and efficiency. At Case, our machines come equipped with a multitude of smart features such as an eagle eye telematics system which helps in monitoring the performance, security and efficiency of the machine in real-time. Recently, we also launched our SiteWatch platform with an all-new dashboard, more intuitive navigation and new overview sections that highlight critical information without requiring the user to search extensively for the data. We have always believed in incorporating technology that enables and will continue to do so. 

According to you, how much time will be required for a full market recovery, in the meantime, what can construction equipment manufacturers do to ensure their business remains sustainable?
The revival of the industry is in place, the government is announcing the commencement of new projects to speed up the sector. According to a research by Off highway equipment, assuming Covid-19 pandemic comes under control by the year-end, robust recovery is expected in 2021. Sales should increase by 25 per cent to 76,375 units in 2021 and a further 16 per cent to 88,700 units in 2022. However, businesses can’t solely depend on government initiatives, organisations will have to adjust to the circumstances and remain in sync with the times to stay afloat. At Case, we adapted to the conditions early on during the lockdown and switched to digital modes of communication internally and externally. We’ve stayed in touch with our customers and potential buyers through various digital platforms and are creating newer avenues to further engage with them. Through CNH Capital, our financial arm, we’re making sure there’s enough capital available for customers who wish to make purchases. We’ve also introduced relevant schemes and have come up with a 48-hour loan approval policy as well. Our team has constantly been in touch with customers since the lockdown to redress any issues they might be facing. We’ve also collaborated with our dealers to ensure delivery of critical parts, wherever possible. We’ve always been there to support our customers and will continue to do so.