We have ample scope for expansion and are open to JVs

01 Jun 2022

CW speaks with ACE to understand their views on this year’s EXCON and the state of the equipment industry.

Action Construction Equipment (ACE) showcased the new upgraded backhoe loader models in different engine horsepower categories at EXCON along with award-winning products like a special crane for piling, a 360-degree slew pick-n-carry crane, and a man lift crane. Sorab Agarwal, Executive Director, ACE, tells us more... At EXCON: We displayed various models including our new and higher tonnage next-gen cranes. Moreover, we commissioned one of the largest crawler and truck crane manufacturing plants, which will double our production capacity. We will add more and bigger products to our portfolio, and follow lean manufacturing processes to improve production and save wastage and undertake continuous upgrades of our products as per market expectations.

In the pipeline: We have ample scope for expansion and are open to JVs. In pick and carry cranes, we will increase capacities from the current 30 tonne to 35-40 tonne, which will be the largest in the world. We will also add to our capacity in the tower cranes and forklifts to 25 tonne and 32 tonne, respectively. We have a range of 49-74 hp backhoes and the only 95 hp 4x4 backhoe in the country. We will introduce a butterfly-type outrigger backhoe model for the international market in the next two to three months and are also developing 100 to 160-tonne crawler cranes, which will be launched in the first half of 2023.

Addressing customer needs: We believe that every market evolves as per customer requirements. When there was a demand for 8 to 20-tonne pick and carry cranes with a longer boom, we provided it. The new generation 360o, platform and telehandler cranes, which can do multiple tasks, have been developed as per customer requirements. So, our R&D focuses on what the customer wants and is willing to pay for it. Automation and IoT will add value to machines provided they are of practical use.

Skill development: ACE is offering attractive schemes for small contractors and operator training on its new machines. For small contractors, it offers various schemes related to finance, buyback and refurbishment. We also provide operator training on all our new series. For every new model or type of machine that we supply, experienced operators offer 15 days’ training. We also ensure onsite training for operating our high-end machines. Simulator and hands-on training are provided at our facility in Faridabad on all types of machines, along with troubleshooting and preventive maintenance.

Areas of opportunity: The government clearly understands that investing in building infrastructure is going to help improve the economy, hence its strongly focusing on the construction industry. This year, it has announced investments in building roads, bridges, airports, pipelines, and industries, which will help grow the country’s economy, create employment, and drive the growth of related industries like steel and cement.

Demand drivers: We are catering to many sectors with our products. We have started working with the Indian Defense, where we are providing some special machines, cranes, and 4x4 tractors. Most of these machines were being imported at three times the price. We have also designed missile and torpedo handling cranes mounted on special 10x10 and 8x8 Tata and Leyland vehicles. Our target is to achieve 15-20 per cent of our total revenue from exports. We have expanded our reach to the Middle East, African, South American, and Southeast Asian markets, and we have plans to explore Central Asia and East European markets.

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