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The Central Government can support in overcoming some of the challenges by speedy implementation of a unified GST, greater investment outlay towards infrastructure development, especially in the off-highway sector, and more thrust in skill development through industry-ready educational programmes/vocational courses, says Abhijit Gupta, Managing Director, Case Construction Equipment India. Excerpts from the interview...
How do you look at transforming Pithampur plant as a manufacturing hub?
CASE India has already started transforming Pithampur plant as a manufacturing hub to cater to our global demands. New products such as the EX series in loader backhoes and the DX series on compactors are export-ready, built with the finest global manufacturing standards. Talking about design, improving ?world-class manufacturing? process score at our Pithampur plant and the launch of several imported products in India, the stage is set for increasing level of localisation across various product platforms. CASE is making a committed evaluation of the opportunity available in the process of making Pithampur a manufacturing hub.

Is the localisation drive in sync with ?Make in India? concept?
The product delivery from the stable of CASE from the best manufacturing set-ups worldwide has been started to be offered to our discerning customers in India. Skid steers from the US, graders from Brazil and wheel loaders from Italy represent the best of the best product offerings to Indian clientele. With the offering of this state-of-the-art equipment to our Indian buyers, the interest level in owning one of this equipment is palpable. This equipment has undergone suitable homologation to match Indian requirements. The specifications and operating instructions are also rendered suitably to match the sensibilities of the Indian customers.

With the growing appreciation and acceptability of these machines, CASE India is actively evaluating the possibilities of localising these models, which also goes in sync with the?Make In India? philosophy of the Government.

What are the major challenges in supply chain management?

• There are a number of challenges in the Indian supply chain context and some of these that need attention are:
• Quality challenges due to resource shortcomings
• High number of fragmented suppliers which hinder effective alliances
• Complex duties and tariff structure
• Infrastructure deficit (difficult off highway transit)
• Shortage of skilled manpower

Could you elaborate on your manufacturing plant with facilities?
We have a world-class manufacturing plant spread over 40 acre in Pithampur, Madhya Pradesh. The plant exists since 1989 and has the advanced facilities such as a conveyorised assembly line, automated paint shop, laser cutting machine, welding robots, CNC machines, etc. The facility is spread across two manufacturing units, one each for loader backhoes and vibratory compactors.

R&D - CASE India has an extensive R&D facility with a design centre located within the manufacturing plant at Pithampur. A team of over 30 designers is spread across verticals such as product engineering, validation, value analysis, product platform, hydraulics, engines and drivelines.

Investment - CASE India, as a part of CNH Industrial, is committed towards the Indian market. Having spent already more than $50 million in the past three years, systematic investment in India will continue to happen as per the business requirements.

Capacity utilization - We have a current established capacity of over 5,000 loader backhoes and over 2,000 vibratory compactors annually. Due to severe slowdown in the industry for over the past three years, we are running at about 50 per cent of the capacity.

What about the dealer network?
CASE India is represented across the length and breadth of the Indian sub-continent through an extensive network of 67 dealers, nearly 250 touch-points and over 20 depots.

What is the percentage of export and how good is the growth potential?
CASE develops products which can interchangeably be used for both export and domestic applications. It has begun exports in 2014 to Africa, Middle East, CIS countries, and South East Asian countries. CASE has already been holding a leadership position in Nepal for past eight years through its dealer expanding its distribution network in emerging economies of South Asia, beginning with Bhutan, Bangladesh and Sri Lanka.