Case Construction counts beyond Indian market

In an interaction with Built Expressions, Mr. Anil Bhatia, Director Sales and Marketing, Case Construction Equipment India Pvt Ltd., reveals that the success ingredient in a heavily priced construction equipment segment is to have a smooth and hassle free post sales and part support.

Case Construction is a brand of construction equipment from CNH Global that is having presence in India since 1979. Case Construction has made a commitment to its stakeholders and customers to bring in the coming years into the country a full line of construction equipment. Along with this commitment and as a first step towards this approach, Case Construction introduced the Skid Steer Loaders in July last year. In Bauma, the company launched new B Series Motor Grader and F Series Wheel Loader for the Indian market, which was its second step.

Mr. Anil Bhatia, Director Sales and Marketing, Case Construction Equipment India Pvt Ltd., (Case India, says, "We are the market leader in the Compaction equipment segment; we have not only maintained this position but also increased our market share in the last couple of years. Most importantly, we wanted to offer complete solutions for the road construction segment. Case B Series Grader complements this requirement with our compactors. Being a market leader in the compaction, this was an obvious choice. We also wanted to enter the mining and quarries market segment, hence the launch of F series wheel loaders. The increased focus on infrastructure sector especially in the road development, and the enhanced impetus on coal mining to meet demand for thermal power generation, encouraged us to venture into the mining sector."

Recently, Case Construction launched the upgraded version of CASE 752 Vibratory Compactor in February 2013 at Bauma. The 10 tonne CASE 752 vibratory compactor benefits customers with the engine’s longer life and higher fuel efficiency.

Case Construction is also a strong force in the backhoe loader segment. With its long tradition in this product line, Case Construction introduced the industry's first factory integrated Backhoe Loader available from a single manufacturer back in 1957. Case Construction's pioneering worldwide Backhoe Loader leadership will contribute in cementing further our position in India too. Carrying this tradition forward, Case Backhoe Loaders manufactured in Pithampur represent today a point of reference for customers in terms of productivity and low costs of operations.

Case Construction has wide product portfolio operating into various verticals that includes:

• Backhoe Loaders & Skid Steers which are extensively used in every sector of infrastructure development.
• Vibratory Compactors and Motor Graders for road construction, irrigation projects and for making cannels
• Wheel Loaders for mining segment.

Earlier, this year, Case Construction launched Case 752 that was the water cooled tandem Compactor for road building segment and currently Case 752 is a market leader in the compactor segment. Its CASE 770 Backhoe Loader got tremendous response and have gained acceptance in the hiring segment due to its low fuel consumption and operating cost.  EXCON 2013 will be a platform for Case to showcase its range of equipment including Compactors, Loader Backhoes, Skid Steer Loaders, Motor Graders and Wheel Loaders encompassing all round solution for construction needs. It will be also launching a new series of Loader Backhoes at Excon 2013.

Mentioning on the future plans of Case Construction, Mr. Bhatia, says, “Basically, we are looking for the long term and the medium term potential and that is why we have constantly invested money into our R&D and manufacturing facility. To mitigate the impact on the numbers we have explored the market outside India, beyond SAARC. What it has done is that it has kept our volumes as well as turnover higher than last year. We have very strong & focused sales and services network across the country.” He further adds that the organisation’s focus is on the providing hassle free service and part support.  The customers today have realized that if they  are purchasing these costly equipment and if they get their machines serviced and purchase  parts through an authorized service centre then it gives better life, lesser downtime and hence more productivity .

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