How did you successfully manage your business in the Covid times? 

We focused, with positive energy on things that were directly in our control. We tried to dig deep to truly understand the challenges being faced by our customers such as non-availability of the labour force, travel restrictions, and the need to become more independent at site. Our reasoning was that if sales could not meet the volumes of a normal year, we would at least do our very best to ensure that existing clients and machines in operation were cared for in the outmost manner. So, we had launched a contactless digital drive where our service team remotely reached out to all existing clients and assisted them in keeping their machines up and running. We took the opportunity to also further enhance the operator’s competency in operating our machines. 

In parallel, we leveraged the goodwill created to garner references and seed the soil. When restrictions were eased, we were able to reap the benefits of this proactive approach and went straight to the final stages of the sales cycle. 

How do you view the recovery in the Crushing & Screening market so far? 

Two of our important segments, crushing and screening, are very much driven by infrastructure development in its most general sense. And, India is one of the world’s most exciting markets. Sectors like roads, railways, ports and urban transportation have seen a major chunk of government spending as public sector outlay is greater in these areas. Real estate has also been a boon with the private sector contributing significantly. Furthermore, mining and quarrying is constantly recovering from the closing of most concessions a few years back, we are also seeing opportunities rise in that industry in a pocket of specific applications. 

We have heard and felt a greater and more meaningful effort by contractors to recycle materials to the extent possible. This mentality and approach greatly benefits MB machines, which helps to demolish/break/ cut, process and reuse materials, while we dont have to leave the site or be dependent on any third party supplier; all with just one primary machine and one operator.

What are the key challenges in the market apart from the pandemic impact? 

Owing to the still not yet stabilised curve of cases stemming from this pandemic, there is still a bit of uncertainty. With uncertainty it is difficult to plan. Hence, for NBFCs it is difficult to frame the new criteria for credit worthiness of its clients which is in turn affecting machine sales. I do believe that the government will ensure that liquidity is injected and that financing is re-opened with new benchmarks set in place; it is the only way to kick starts the economy in an expedited manner. We work very closely with our clients and our finance partners in trying to find solutions whereby we all give a bit of extra effort in these extraordinary circumstances, for the mutual benefit of all.

What kind of policy support is required for the market revival? 

Infrastructure sector is the backbone of the economy and being one of the largest employer in any country, we firmly believe that the overall boost to the sector will have a domino effect on the other industries. Roads was one of the first to get the attention of the Government and private players. So, albeit there is still a lot to be done, it is well underway and the same will remain true for many more years to come. We believe there is a huge play in the modernisation of the railway network, still lots to be done in the privatisation of airports and niche opportunities in the building construction, particularly in urban areas.

What are your strategies for business revival? 

We have all had to adapt to working in a relatively more remote manner while interfacing with clients. Looking at the bright side, thanks to the advanced digital ecosystem that we all have at our disposal, it has been feasible to a degree which would not have been even just a few years ago. Thanks to MB’s direct presence in the Indian market, and capillary presence in the territory, we have been able to maintain localised support to our entire customer base. We have stayed connected with the market through various innovative communication methods and channels. Owing to this, we have been able to develop a very strong pipeline of interest during the lockdown, and have seen very satisfactory conversions since the reopening.

How do you assess the growth next year and beyond in the Crushing & Screening market?

 Crusher buckets are considered to be among the latest innovations in the hydraulic attachments segment. Attachments are considered as a boon to secondary operations as they drastically reduce the capital investment required upfront. At the same time, they are more versatile in terms of applicability and do not require major logistical considerations and capital-intensive mobilisation costs as one would face with stationary crushers for example. 

We are optimistic about the India growth story and will continue in believing so considering the massive budgetary support announced by the present government and the pace at which the work is being executed in India.