CASE Construction Equipment, a brand of CNH Industrial, is recognised for its commitment to the road construction industry in India and is named the best compaction equipment company in the country for the third consecutive year at the Equipment India Awards 2016. With an extensive network of 70 dealers with over 300 touch points across the country, CASE India has introduced globally followed “World Class Manufacturing” processes at the Indian CE plant.


Abhijit Gupta, Brand Leader CASE Construction Equipment India talks at length on the company’s equipment, its features as well as its strategies in an interesting conversation with EPC&I.


As an established leading player in the Construction Equipment market in the country, what is your opinion on Infrastructure development activity in the country?
Infrastructure sector is a key driver for the Indian economy and is responsible for propelling India’s overall development. With the central government initiating friendly policies and approach to boost the sector like development of the rail network and the national highway building projects, it would ensure time-bound creation of world class infrastructure in the country and faster economic growth.
India is also witnessing significant interest from international investors in the infrastructure space. With infrastructure investment set to go up, demand for construction equipment is expected to rise further.
The Indian construction equipment industry is reviving after a gap of four years, and is expected to grow to US$5.0-billion by FY2019-20 from current size of US$2.8-billion, according to a report by the Indian Construction Equipment Manufacturers’ Association (ICEMA).

What are the company’s expansion strategy and potential segments in Indian construction equipment business?
CASE India sells and supports a full line of construction equipment around the world with equipment and aftermarket support, industry-leading warranties and flexible financing. The company is known for top-class quality products with environment friendly equipments and technologies. 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. CASE 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 will not only open many export markets for the company, but will also benefit the Indian customers with a superior quality offering.
 
Many manufacturers in the country are making innovative strides to modify their existing lines to enable them to deliver higher production outputs, improving the productivity and, simultaneously, offering a good RoI. What are your plans on this front?
CASE India has a legacy of excellent quality products and has been a major contributor towards greater efficiency and productivity of resources in India. The company makes environment friendly equipment, thereby making them more fuel efficient and reducing emissions.
With worldwide investment in Research and Development to the tune of `7,113-crore, CASE has been showing a similar intent in its India operations as well. CASE India engineers are constantly developing clever innovations as per requirements of the Indian Market.
For a global full liner company such as CASE India, introduction of newer equipment for Indian requirements is only a matter of time and right opportunity. The company is committed to remain sensitive to the market needs and is confident to match it with agility.

How do you ensure installation flexibility?
CASE India ensures state-of-the-art technology and optimum product support across their equipment range. The company provides advanced transformative technology that aids in completing a project faster and more profitably.
The CASE installation accessory options have been designed to allow multi-carrier breaker applications, supported by CASE operators. The breaker can be fitted without modification to all CASE machines.
The company offers a variety of equipment attachments that cater to the need of every equipment like Rock breaker and trenching bucket which have been a growing demand in India along with other attachments like Auger, Ripper, Backfill blade, Multitine Mounted on TLB, Clamshell, 6-1 bucket Mounted on Skid Steer Loaders, etc.

How is the technology placed to suit Indian requirements taking into consideration that the equipment works for extended duty cycles and adverse conditions within the country?
CASE India 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.
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.

OEM support and co-operation for future product upgradation is important. How are aspects like prototype performance assessment in varied working conditions being addressed based on the emerging requirements of the Indian customers?
CASE India believes in quality service with equipments catering to customer specifications and needs. Any machine that is rolled out first undergoes a series of testing under extreme conditions to ensure maximum performance, efficiency and customer satisfaction.
For eg: EX Series comprising of world renowned FPT S8000 engine series have been tested in the extreme working conditions. With over 1,50,000 engines working across India they have only proved to boost productivity, fuel efficient , reliable and lowest running cost.

What is your forecast of CE demand in the days ahead?
CE market is expected to show positive growth by 2020. The domestic construction industry has become a driving force due to 'Make in India,' Smart Cities, Swachh Bharat Initiatives, etc., and has the potential towards an upward growth considering infrastructure growth underway at present.
CASE India has a legacy of excellent quality products, and has been a major contributor towards greater efficiency and productivity of resources in India. Our priority is to provide customers with the cost-efficiency and performance that they expect from CASE equipment. The company emphasises on continuous product development to improve the equipment’s performance with an eye to the environment.
The company makes equipment more fuel efficient for reducing emissions on the environment keeping in mind that the operator is one of the biggest influencers on production, up-time, fuel burn, and machine life. CASE India engineers are constantly developing clever innovations as per requirements of the Indian Market.
Adding to the ongoing product development, we have also enhanced the manufacturing processes to best suit the world-class manufacturing standards through which we deliver the most robust, reliable and high quality products. We have strengthened our distribution with an extensive network of 70 dealers with over 300 touch points spanning the length and breadth of the country.
For a global full liner company such as CASE India, introduction of newer equipment for Indian requirements is only a matter of time and right opportunity. We are committed to remain sensitive to the market needs and are confident to match it with agility.

How does your company ensure customer satisfaction after it has sold the vehicle?
Our approach towards customer satisfaction and urge to provide best-of-the-class product and services has made CASE a market leader in Vibratory Compactor segment while consistently maintaining a top tier position in the Loader Backhoe segment.
The productivity is not only achieved by machine alone, but also by the operator skills. To keep the operators and customers up to date with the latest practices and techniques, we also have dedicated training centres which organises training programs all-round the year. 
To enable easy access for customers to dealers and after-sales services, CASE India is currently catering to the Indian market through a large network of dealers. These dealers have branch offices in strategic locations to ensure prompt and efficient support to CASE products.

What are the value-added services offered by CASE India?
CASE India offers product support throughout CASE centres providing spare parts, manuals and technical support to minimise downtime and maintain production schedules. All spare parts can be ordered from the CASE dealers, and are stocked at the CASE central parts warehouse across India.
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.

Tell us about your manufacturing unit locations, capacities and investment?
CASE India is well-known for its quality products, innovative technology and customer service in India. With worldwide investment in Research and Development to the tune of `7,113-crore, CASE has been showing a similar intent in its India operations as well. Since April 2011, when CASE acquired a 100 percent stake in its erstwhile joint venture company, an investment in excess of US$50-mn has flown into the Indian operations.
CASE India also launched EX the product portfolio enhancement they have introduced to the Indian market Skid Steer Loaders and Motor Graders. The company upgraded their bestselling Asphalt Compactor, Series loader backhoes powered by FIAT FPT S8000 series engine and a brand new 1107 DX Soil compactor in India.
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.

Lastly, any new products and services expected to be launched at bc India 2016?
India is a huge market for CE and international companies like CASE see the potential for the Indian market, and continue to provide world-class products for infrastructure development. CASE India focusses on continuous upgradation 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.

Technological features:
·  Advanced engine and hydraulics: To increase the machine’s durability, CASE India focusses 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 focusses 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.


“With worldwide investment in Research and Development to the tune of `7,113-crore, CASE has been showing a similar intent in its India operations as well.”