CASE Construction Equipment is gearing up for a substantial increase in exports from its local manufacturing plant in India. According to the company’s senior management, they anticipate that 70%-80% of the facility’s production will be shipped to overseas markets within the next three to five years, marking a significant rise from the current 50% share.
Emphasising the pivotal role of India in the company’s global export strategy, Alexander Markov, Vice President of the Construction Segment at CNH Industrial for APAC and AMEA, highlighted that currently, approximately half of CASE’s output from the Pithampur plant in Madhya Pradesh is exported. He expects this figure to climb to 60% in the coming year and foresees India contributing 70%-80% to exports within the next three to five years.
Markov also expressed the company’s commitment to further investment in India, aiming to boost production capacity for both domestic and international markets.
Noteworthy is the company’s efficient approach of manufacturing local and export items on the same production lines, allowing for increased productivity without compromising quality standards. The Pithampur production facility, a key player among the brand’s eight global manufacturing centers for over three decades, covers 40 acres and plays a crucial role in exporting machinery worldwide.
Shalabh Chaturvedi, Managing Director of CASE Construction Equipment for India and SAARC, highlighted the expected growth of the Indian construction equipment market by 18%-20% this year. He anticipates this growth momentum to continue into the next year, driven by infrastructure projects and potential disruptions in the first quarter due to upcoming general elections.
The company also noted the rapid growth of the aftermarket segment in India, emphasizing the increased focus on project timelines and machine uptime. Chaturvedi explained that customers now seek Annual Maintenance Contracts (AMCs), service assurance, and spare parts assurance to ensure higher machine uptime and faster project delivery.
As a subsidiary of CNH Industrial, Case has been operating in India since 1989 and holds a significant position as a market leader in the vibratory compactor segment and a leading player in the backhoe loader segment. With its manufacturing facility in Pithampur, the company not only caters to the domestic market but also exports to over 105 markets globally. Recently, Case expanded its presence in the domestic construction equipment market by launching six new products at the Excon-2023 trade fair held in Bengaluru in December.