Communication Feature

Case Construction Target New Heights in Indian Market with the Launch of New Generation Steer Skid Loaders
Mumbai Bureau Report
ase New Holland Construction Equipment India Pvt ltd (referred to as Case India), a leading construction equipment manufacturer in India launched its new generation Skid Steer Loaders thus expanding its product offering by entering the compact loader segment to shore up the needs of customers in industrial, infrastructure and agriculture applications. Case India is a part of CNH Global NV which is a majority owned subsidiary of Fiat Industrial S.p.A. Case is presenting the new skid steer range as part of its strategy to increase and consolidate the brand's presence in the country. Currently it claims the crown of domestic leadership in the Vibratory

D. K. Narang,
Managing Director, Case India

Compactor segment and also claims to be among the top two players in the Backhoe Loader segment. We have consolidated our top position in the vibratory compactor segment and we are

a market leader in the loader backhoe segment. concluded D. K. Narang, Managing Director, Case India, We are today expanding our offering with technologically advanced skid steers. We have a clear focus on product development with high quality standards and efficient after sales services to prove our superior product value and win the satisfaction of our customers in the marketplace. The SR skid steer range has now been made available in the market with two aggressive models, the Case SR130 and SR150. This range of compact and multi-purpose machines raises the bar for premium power, increased torque and enhanced operator

Case New Holland Management Executive

258

The Masterbuilder - July 2012 www.masterbuilder.co.in

Communication Feature

Backhoe Assembly Line

comfort and visibility. The radial lift Case SR130 and SR150, having an operating capacity of 590 kg and 680 kg respectively, are engineered for digging, prying and pushing. For their performances, these skid steer loaders have recently been named in the U.S. magazine Construction Equipment's Top 100 Awards. Some prime features of these compact and flexible new generation machines include improved fuel efficiency, 25% wider interior, easy to maintain, higher load carrying capacity and more power and performance thanks to the mighty Shibaura Engine. These new loaders are equipped with new power stance chassis with up to 21% longer wheelbase and 30/70 front/ rear weight distribution to lift and haul more material. Keeping the Indian market and conditions in mind the latest products

are featured with best-in-class hinge pin height & break-out force, outstanding departure angle, operator comfort through more room & 360-degree visibility. Combined with ride control, these loaders provide superior stability and operating speeds, regardless of jobsite conditions. These loaders are available initially with two replaceable tool attachments, i.e., the default bucket and the rolling broom and are also available in a multi terrain version available on demand. These 100% imported skid steers face stiff competition in India from the already well established brands like Doosan, JCB and Terex Vectra owing to a lofty 28% customs duty imposed on these imported products. But with encouraging response from existing clients, Case plans to gain customer trust and widen its stronghold by focusing on their product's distinguiPiero Arrivabeni,
Marketing Director Case International Region

shing features and customer support services. When asked to comment on how they plan to manage the costquality tradeoff for this product in India, it being a cost sensitive market, Mr. Piero Arrivabeni, Director Marketing of Case International region elucidated,

www.masterbuilder.co.in The Masterbuilder - July 2012

259

Communication Feature

gradually start producing these skid steers locally also to gain on the cost advantage. commented Mr. D.V. Junnakar, Head-Sales & Marketing Case India on local production of their new product range. The manufacturing facility at Pithampur: Following the acquisition of the full ownership of its previous Indian joint venture with L&T last year, Case Construction has wholly owned manufacturing operations in Pithampur, near Indore, Madhya Pradesh. The new company, Case New Holland Construction Equipment India Pvt Ltd (referred to as Case India), counts today on a network of 57 dealers and more than 150 outlets. With this investment, CNH confirms its commitment to a strong manufacturing base for its construction equipment business at the Pithampur plant. This 40 acre lush green campus in Pithampur industrial area was commissioned more than a decade ago has been used ever since to manufacture top class Backhoe loaders and Vibratory compactors. It is equipped with stateof-the-art facilities, such as high precision laser and cutting machines, welding robots, CNC machine tools, a new automated powder coating system and

D V Junnarkar - Head Sales and Marketing

Case New Holland Construction Equipment (I) Pvt. Ltd.

We are a global company but excel at adapting our products as per the local requirements thereby providing excellent design strength and creating products ready for heavy Indian duty. We also provide the best after sales services and also our special focus on operator comfort and efficiency along with minimal maintenance will help us gain over our competitors. Case India already manufactures its Vibratory Compactor range and the Backhoe Loader range at its Pithampur factory near Indore, its sole constuction equipment manufacturing facility in Asia. With the arrival of volumes, we'll

a variable speed assembly line. The factory holds ISO 9001 certification for design and manufacture of construction and road building equipment and ISO 14001 certification for environmental management. The semi automated assembly shop and the fully automated paint shop for Loader Backhoes is spread on a generous 15400 sq. m land while the vibratory compactor fabrication and assembly line cover a 7400 sq. m patch of the campus. Currently the plant produces 5 machines including 3 models of Vibratory Compactors and 2 models of Backhoe loaders. It also serves as a storage base for the new steer skids. The Pithampur manufacturing facility has a capacity to produce 5 units of Vibratory Compactors and 16 units of Backhoe Loaders per shift of 8 hours depending on the variable speed of the assembly line. Special focus has been provided by Case India on the 'green aspect' of their equipments and production unit. Along with the eco friendly paint Oxsilane that is being used to paint the component parts of the equipments, the campus includes a big rain water harvesting system and boasts of a 30% green patch on the 40 acre facility. Also included in the campus is a training centre to facilitate on the job training for the existing and new employees with various courses of different durations to Case India dealers. As it is integrated into the CNH manufacturing network, the Pithampur plant will introduce world class manufacturing methodologies to bring it in line with CNH production system and quality standards in the coming future.

For further details:

Case New Holland Construction Equipment (India) Pvt. Ltd.
"Boomerang", Chandivali Farm Road, Near Chandivali Studio, Andheri (East) Mumbai - 400072. Ph: +91-22-61271840 Fax: +91-22-61271850 E-mail: caseindia@cnh.com Web: www.casece.com
Case India Products

260

The Masterbuilder - July 2012 www.masterbuilder.co.in