Interview

President- Action Construction Equipment Ltd.

Pradeep Sharma

Q.1 Action Construction Equipments (ACE) is India’s leading Material Handling and Construction Equipment manufacturing company, please share your success story.

Incorporated in 1995, the company started its operations with the production of Cranes. Today, it is established as one of the leading material handling and construction equipment manufacturing companies of India. With a dominant market share of around 63%, ACE is the No. 1 crane brand in India and world’s largest manufacturer in pick and carry cranes category. We have achieved this position through continuous focus on offering innovative and high quality products at cost competitive price. Our USP lies in excellent customer service and extensive product portfolio catering diverse customer needs of multiple industries such as Infrastructure, Construction, Mining, Power, Steel, Cement. Pharmaceuticals, FMCG etc.

 

Q.2 What are your views on current economic status of the country? How construction equipments market is affected from it?

After experiencing two robust years of growth, currently the CE industry is facing subdued environment which will last for 2-3 quarters. But moving forward, the Indian construction equipment sector will undergo sweeping changes. It will witness higher demand amid the government’s resolve to build world-class infrastructure as well as the digitalization of manufacturing processes for rolling out technically advanced equipment. The future looks promising as the country is undergoing development and upgradation of urban infrastructure. The bullet train project, elevated roads and rail networks being developed to the advanced level and increasing focus on pre-cast structures for enhancing the execution speed of projects will together play a stellar role in increasing the demand for construction equipment especially mobile cranes, tower cranes, backhoe loaders and piling rigs. Also, the emerging growth areas in terms of leasing and rental of equipment, exports and increasing deployment of refurbished equipment integrated with timely service to the customers will add impetus to the growth of construction equipment industry in India.

 

Q.3 Please tell us about your product bucket. What are the features of ACE products?

ACE products are globally known for their excellent quality, reliability and productivity. With a majority market share in Mobile & Tower Cranes segment, the company also offers Crawler Cranes, Truck Mounted Cranes, Next Gen Pick & Carry Cranes, Lorry Loaders, Backhoe Loaders, Vibratory Rollers, Piling Rigs, Motor Graders, Forklifts, Warehousing Equipment, Tractors, Harvesters and other Agri Machinery.

 

Q.4 What are your plans of Excon, 2019? Are you planning any product launch?

ACE has always been one of the major exhibitors at the much-coveted EXCON event. It will be a very special year for us as we gear up to showcase our latest product range- Rotary Piling Rigs, innovative and intelligent next-generation NX-series Cranes including NX360°-Full slew cum Pick ‘N’ Carry (20T) Crane, NXT-150 Pick ‘N’ Carry Crane combined with a Telehandler and NXP-150 Pick ‘N’ Carry Crane cum aerial work platform (AWP), hydraulically operated from the top and newly introduced higher capacity Truck Mounted Cranes TM 450 & TM 550. Additionally, our other equipment range including Backhoe Loaders, Motor Graders, Tower Cranes, Tandem Rollers, and Soil Compactors will also have a prominent presence at EXCON 2019. 

 

Q.5 Are Indian machines at par with international brands with respect to integration of advanced technologies?

In view of the projected growth and government’s ‘Make in India’ initiative, most OEMs are upgrading their manufacturing facilities in an intelligent and innovative manner by using automation, robotics, and advanced technologies for manufacturing high-tech machines that meet global quality standards. ACE is also regularly adding new features to its product lines and expanding the product portfolio to become a holistic solution provider in near future. Interestingly, it’s not just the growth momentum that the Indian equipment sector is witnessing, but also a positive approach among buyers who are responding well to innovative equipment, machinery, and solutions being offered by manufacturers.

 

Q.5 Indian customers are most concerned about the service of products, how ACE is tackling this issue?

ACE pays huge emphasis on customer support and after sales services. Apart from continuously upgrading its products and processes, the company also trains its operators and staff on their latest technological and product advancements. We have a pan-India robust after sales service network of dealers and area offices which operate out of around 100+ locations and supported by 21 regional offices based at key Tier-I and Tier-II cities. These regional offices are connected with product and zonal heads through our Marketing HQ and a dedicated Product Support Division based out of Faridabad (Haryana).

 

 Q.6 What’s ACE’s contribution to the society?

The company believes in giving back to the society and is committed to CSR through its Emergency Response Services providing 24X7 free emergency response services in the districts of Palwal and Faridabad (Haryana). Managed through customized software and a dedicated command and control center based at Palwal, Haryana, it has proactively saved millions of lives till date. Additionally, First Aid Training is being provided to teachers/students in schools, govt offices, manufacturing companies and locals of villages and towns.

 

Q.7 What are the growth potentials you see for ACE in India’s heavy equipment industry?

Despite the prevailing global uncertainties, rising needs for better infrastructure, modernized methods for agriculture and growing complexity of mining/manufacturing technology will boost demand for technologically advanced equipment in these segments. The new political dispensation lends a lot of credibility and hope for the growth of infrastructure and economy in future. ACE is fully geared-up for this forthcoming growth as the market improves. Currently, we are working at about 50 percent of our installed capacities. With the market turning around, we hope to be at 70-80 percent capacity utilization in the next 2 years. This would help us increase our revenues while keeping our CAPEX to a minimum. Over the last few years, we have suitably filled the gaps in our product offerings and are ready with a comprehensive range of construction equipment, catering the diverse needs of various industries. We aspire “To be the largest company in cranes and Construction Equipment Sector, with a Global Focus” & retain its position.