Case has always believed in incorporating technology that enables customers.

- Puneet Vidyarthi, Brand Leader, Case India

“At CASE we have adapted ourselves with the situation and are now actively engaging with our customers through multiple digital platforms,” says Puneet Vidyarthi, Brand Leader, Case India. Excerpts from the interview…

What has been the impact of disruptive technologies on your production processes, product design strategies and supply chain management? 

Technological advancement is an essential part of the CE industry and now even more so. Case has always been a technology first brand. Our state of the art plant at Pithampur, with exemplary automation and efficient processes, is a testament to this. This is where CASE produces its world-class construction equipment range. Our products are exported to the markets of Africa, South East Asia, Russia, Sri Lanka, Bhutan and Middle East countries.

The plant has recently been certified Bronze Level in the World Class Manufacturing (WCM) program. WCM is one of the global manufacturing industry's highest standards for the integrated management of
manufacturing plants and processes. This in-house manufacturing ensures that there are no supply chain gaps and all parts and components are adequately available.

At CASE, we believe in using technology that enables, and will continue to do so.

In the 'new normal' how have you re-aligned your support strategies?

Technology has turned out to be the biggest enabler and has helped in bringing a sense of normalcy in this uncertain situation. At CASE we have adapted ourselves with the situation and are now actively engaging with our customers through multiple digital platforms. We have stayed in touch with our customers and potential buyers and are creating newer avenues to further engage with them. For our existing customers, we have given them loan extensions and waivers, wherever necessary. For potential customers, through CNH Capital, our financial arm, we have boosted capital availability to facilitate any purchases. To ensure that our customers don't suffer, we are delivering parts and scheduling services, even during these challenging times, keeping all the safety precautions in mind.

We have a great relationship with our dealers and are engaging with them on digital platforms as well. All necessary product training is being imparted through these platforms.

Also, for fleet owners, Case offers maintenance contracts with dedicated service manpower available at site to ensure uptime. Case Sitewatch is also monitored by Case after market team, to ensure that timely action can be taken in case of any potential disruption in working. Our commitment to customer is paramount and we will always walk shoulder to shoulder with them.

Please brief us on the latest technology upgrades in your BHL range?

Case has always been a technology and future-oriented company. Our current range of EX series of backhoe loaders are powered by the renowned FPT engines and are robust, easy to maintain and feature advanced telematics for remote maintenance. In this segment, we have 770 EX OL, 770 EX PRO, Case 770 EX Magnum PRO and 851 EX PRO. The PRO series in loader backhoe is powered by an FPT Industrial S8000 engine which delivers powerful performance and fast response time. The series is re-engineered from the ground and provides backhoe breakout force, higher loader lift capacity/reach and best-in-class cab visibility. It has a robust, robotically welded two-piece structural frame design which results in great stability, performance and serviceability. 770EX- Magnum has an optional 15 feet backhoe; one foot longer than what is available in the market.

The loader backhoes are also equipped with Eagle Eye Telematics system, a real-time vehicle tracking and communication system based on GPS technology which keeps a track of machine's performance, security and efficiency. Case has always believed in incorporating technology that enables their customers and will continue to do so.

Brief us on the impact of the pandemic on the CE sector and on the BHL market?

The pandemic impacted the construction sector tremendously. The uncertainty of the situation, initially riddled the sector with challenges in every aspect of the business such as stock supplies, delivery and transport, production, supply chain, labour, employee safety etc. which resulted in a demand and supply derailment for all equipment including the backhoe loader. In order to revive the industry multiple steps have been taken to increase the activities in the infrastructure sector.

Recent announcements made by Nitin Gadkari, Union Minister of Transport and Highways, have ensured that the sector will reinvigorate soon. MoRTH has also set a target to build 12,000 km highways for this current financial year and has ensured that it will reduce the build-up of arbitration cases. Government has also partially released bank guarantees and this will help in releasing some liquidity for contractors. Recently, NHAI announced the removal of land acquisition hurdles which will speed up the project completion rate. We are hopeful that these initiatives will have a positive impact on the infrastructure sector and the equipment demand as well.

Have the relief measures announced so far by the government brought any green shoots in the demand side?

As mentioned earlier the government is trying its best to revive the economy and the market situation. To enable the revival, the government has announced a number of new projects to restart the momentum and at the same time several policy decisions have been taken to ensure smooth project clearances and operations. The Ministry has permitted building 34,800 km of national highways in 5 years with an expected cost of Rs 5.35 lakh crore in the Phase-I of Bharatmala Pariyojana and the NHAI has been mandated to build 27,500 km. In order to ensure liquidity for the ongoing projects, government has announced quick disbursal of pending payment for the vendors. The Ministry is also working to reduce arbitration cases and has eased land acquisition process. The Ministry has also set mechanisms for fast clearances of projects and have started evaluating bids for highway projects of more than 1,300 km and another 1,500 km is ready for bidding. We are confident that these measures will help bring back the construction sector on track and subsequently generate adequate equipment demand.

How does the financing scenario look like, especially for BHL from NBFCs? 

The pandemic resulted in the downfall of all the sectors including the NBFCs. The NBFCs are still facing a liquidity squeeze during the pandemic.

Although at Case India through our NBFC, CNH Capital, we have been able to pass on huge benefits to our customers, creating opportunities for capital in the market and allowing for cheap loans during a time where there is a financial crunch. CNH Capital, our financial arm is also making sure there is enough capital available for customers who wish to make purchases. We are hoping that any liquidity crunch is alleviated through their efforts. Through our financial arm, CNH Capital, we are offering lucrative schemes that can help potential customers in buying equipment. We are giving them the opportunity to buy the equipment first and pay for it later. We have also introduced a 48 hours loan approval policy to facilitate easy loan service.

We care about our customers' business and are always ready to go the extra mile for them.

What is current status on the roll out of the latest emission norms and what will be the impact on the same on the BHL market?

The CE industry is moving towards a sustainable future. The government has announced a slew of norms to encourage the use of more environment friendly vehicles and equipment on and off the roads. The transport ministry due to the pandemic is proposing to defer the BS-VI norms, which were going to be implemented for construction equipment vehicles from October 1to April 2021.

The current circumstances which have restricted cash flow and movement for the CE industry have led the government to consider deferring the BS-VI emission norms. Also, the cost intensiveness and sudden implementation can lead to a disruption, so ideally the implementation of the norms should be done with adequate time in hand and not in a rush. The cost of implementing these norms will be on the higher side but at CASE, we value the environment and believe that each and every change contributes to the betterment of the world we inhabit. We have also been recognized as a global sustainability leader for several years in a row. We will be happy to invest in change that protects the environment and will be ready to shift to these emission norms as and when the government deems it necessary.

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