Mr. Sandeep Mathur, CASE Construction Equipment Brand Leader- India & SAARC

Please give a brief of Case construction to our readers.

CASE Construction Equipment is a brand of CNH Industrial N.V., a global leader in the capital goods sector that, through its various businesses, designs, produces and sells agricultural and construction equipment, trucks, commercial vehicles, buses and specialty vehicles, in addition to a broad portfolio of powertrain applications. Across its 12 brands, 66 manufacturing plants, 54 research and development centers and a workforce of more than 64,000 people, CNH Industrial is present in 180 countries giving it a unique competitive position.
CASE Construction is present in India since 1989, first as a technology provider, then as a joint venture partner of an Indian company, and finally as a wholly owned subsidiary of CNH Industrial. CASE Construction has consistently remained a market leader in the Vibratory Compactor segment and the only company to have sold over 15,000 units in India. With more than 33,000 Loader Backhoes and 450 Motor Graders sold in the country, CASE Construction is a Top Tier player in these product segments. Additionally, the brand has also started making inroads into the niche product segments such as Skid Steer Loaders and Crawler Dozers. In 2019, CASE Construction launched its 22 Ton Excavator during Excon, making it a full line manufacturer in the Indian market. With wide network footprint across India, Case Construction is amongst the top 2 CE networks in India. For its exceptional delivery in Indian market, CASE Construction has been recognized as a brand of leading products in technology and design in CE industry. The brand is actively contributing in nation building initiatives with its equipment deployed in key government projects like Bharatmala, Sagarmala and Pradhan Mantri Gram Sadak Yojana (PMGSY).
We also have a local manufacturing plant at Pithampur, Indore (Madhya Pradesh) where we produce world-class construction equipment range to serve India’s road and infrastructure sector as well as for export to other markets. This manufacturing facility embarked on its journey to WCM in 2013 and has since exhibited remarkable growth trajectory in its WCM competitiveness.
With a wide variety of market leading construction equipment products and a vision to provide Indian consumers with the best-in-class technology, the company has been able to successfully sustain in the country for over a quarter of a century.

What are the major implementations for business growth of Case Construction during an ongoing situation?

Owing to the ongoing situation, reviving and ensuring continuity of business have been the focus areas across industries. To this effect, we’ve worked on two key areas- to keep our existing stakeholders engaged and to facilitate further business.
Adapting to the situation quickly, we worked on all possible measures to ensure safety and well-being of all concerned and at the same time ensuring that productivity and efficiency is not compromised. While at workplace, we adhered to the social distancing norms, sanitized workplace regularly and also started vaccination for all employees, on the other hand we started engaging with all key stakeholders using various digital platforms to keep them updated on measures taken as well as to convey best practices to tackle the situation. We used social media platforms like Facebook and Instagram to continue engagement.
We also introduced lucrative schemes to ensure a viable buying proposition for potential customers. To facilitate easy purchase and reduce any added financial burden for new customers, we continue to introduce exciting schemes and offers which benefit the customer. We also offer multiple attractive financing options through CNH Capital, our NBFC. Additionally, we extended the warranty period for 60 daysto support those customers who could not avail the benefits and the warranty period for their equipment was expiring amid lockdown.The extension of warranty is supported by an increase in warranty claim submission time, late repair time and policy claim requests over a period from 30 days to 90 days. The brand’s warranty helpdesk is fully operational to support customers with their queries.These initiatives helped us immensely in business continuity during these testing times.

How much does the Indian market contribute to your global business?

In CNH Industrial global business strategy, India is a very important market not only as an end-user but also as a manufacturing hub. Strategically, our facilities are placed in India. They play dual role of supporting growth of domestic business as well as that of business in other export centric markets.
CASE India operates a manufacturing plant in Pithampur area, Indore (Madhya Pradesh) where CASE produces its world-class construction equipment range. From CASE’s Pithampur plant, products are being exported to the markets of approximately 30 markets including Africa, South East Asia, Russia, Sri Lanka, Bhutan and Middle East countries. The plant is Bronze Level certified 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. The Pithampur facility serves India’s road and infrastructure sector and exports its products to some 30 markets. As a result of this local manufacturing expertise, the CASE brand has been India’s market leader in vibratory compactors and a leading player in loader backhoes for over 25 years.Therefore, being an extremely important market, CASE India significantly contributes to the overall growth of the company at a global level, competing with many developed markets.
Recently CASE Construction Equipment, has launched Jal Sanchay-Water Conservation and Rejuvenation of Traditional Water Body. Please brief our readers.

CNH Industrial, leader in the Dow Jones Sustainability Index for the tenth consecutive years, launched Jal Sanchay-Water Conservation and Rejuvenation of Traditional Water Body initiative with an objective to propagate water conservation together with local communities. The project was first launched in 2019 by adopting four lakes measuring one hectare each were adopted in Greater Noidaand this year the program was extended to Sanjay Jalashay in Pithampur.
The Jal Sanchay project will help in renovation of water bodies, conservation and storage of excess run-off water from catchment as well as improvement in sanitary conditions around water bodies and its management. Additionally, there will also be plantation around the pond to improve ecosystem, establishment of vegetative cover through plantation and grass seeding in adjoining drainage areas to minimize silt erosion and repair of earthen embankment and sump well to prevent seepage and provide greater stability.
As part of the program, training programs will be organized at village level to create awareness on the topic to teach residents how they can play a part in saving water and maintaining water bodies.