Cover Story

Adding New Dimension To

Marketing Tie–ups

As distribution tie-ups increasingly become the norm of the day among

construction equipment manufacturers, companies having entered into
marketing collaborations, are scouting for innovative sales promotional
strategies for their parents. All to gain greater market access and
depth. P. P. Basistha finds out the details.

90 NBM&CW MAY 2008

Cover Story
T
he present growth of the
construction equipment market in
India is increasingly being
characterized by marketing
collaborations among equipment
manufacturers. The backdrops behind
the collaborations is burgeoning
equipment demand, which a better
marketing tie-up among manufacturers
can take upon. Tie-ups are also being
carried with the business intention to
promote newer products, for the fast
becoming mechanized construction
market.
Consolidation of market position is
also one of the "prime intentions" behind
collaborations in the fast growing
competitive market. As per the
equipment industry estimates, size of
India’s construction equipment market,
based on its value is likely to reach Rs
12,000 crores in 2008 from Rs.9,000
crores during 2007.
A comprehensive random survey
done among country’s construction
equipment marketing companies across
the value chain shows, behind looking
for greater market access, companies
are banking on their existing market
network under their own product
domain. On this, manufacturers are
undertaking right product positioning
coupled with making promotional
NBM&CW MAY 2008
channels well structured, through
upgrading networking capabilities,
through adequate, well trained service
engineers deployment, and sufficient
components availability. All to aid better
product promotion and create brand
value for their parents.
Product sales are being done through
business development, in case of newer
equipment as well by distributors, who
are also manufacturers in many cases.
Notwithstanding, challenges confront
many in way of sales through tie-ups.
Sound Product
Placement
Right product positioning has allowed
notable equipment manufacturers drive
sales. Coupled with this have been
adequate market knowledge base to
push up sales.
The proven case is Telcon, excavators
manufacturing major, with more than fifty
five percent market share in the Indian
excavators market.
Explaining the success
behind the wholesome
market share, Mr.
Vikram Raje, Vice
President and General
Manger, Sales &
Marketing, Telcon said,
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Cover Story
“the success behind our markets share
has been our product offering, consisting
wide range of excavators, based on the
customised requirements of the end
users.”
He points out, “to gain business
volumes in a construction market like
India having heterogeneous demand
requirement, it is much pertinent for an
equipment manufacturer, precisely one’s
involved in producing earthmoving
equipment to place wide range of
products for its customers.”
Mr. Raje informs, “Telcon can offer
excavators ranging from capacity of 2
tonnes-120 tonnes and even beyond
through import from Hitachi, our
principal technical collaborating
partner.”
However, Mr. Raje points out Telcon’s
success has also to be greatly attributed
to the competitive features of its
excavators, which the company has been
able to gain through its technical
collaboration with Japan’s Hitachi
Construction Machinery Limited, ever
since 1984. This has allowed Telcon
create brand value for its excavators in
the market over the years.
Mr. Raje elaborates, “Hitachi being
a world leader in hydraulic technology
have enabled us to create machines,
which can operate with high productivity.
Besides, Hitachi technology has allowed
Telcon in creating machines by operating
all its integrating functions, functions of
the engine with the boom, engine with
the under carriage and so on.
Improvements through the collaboration
have been done to reduce the overall
weight of the machine to make it more
flamboyant in its performance. The
reduced overall weight of the machine
as a consequence have gone on to
minimize fuel consumption, thus
checking its lopsided performance.”
He adds, “All the refined operational
features created through the
collaboration have gone on creating
acceptance of the product in an
increasing order over the years.”
Technical collaboration with Hitachi
has allowed Telcon introduce new range
92
of construction equipment in its basket,
like heavy duty crawler lattice boom
cranes, used for construction of ports,
refinery, power stations etc. Telcon is the
distributor of Hitachi-Sumitomo crawler
lattice boom cranes in India.
Success for Telcon has also been
due to its adequate back up service and
component support capabilities. The
company has a mother warehouse at
Nagpur and four feeder warehouses. In
addition, it has 35 dealers and 150
service outlets, operating across the
country for providing after sales services
support.
Taking service support further
efficient, over the years, Telcon has been
laying emphasis in offering customized
support solutions and maintenance
packages for the customer at a mutually
agreed cost. Under the maintenance
package it undertakes upkeep of the
equipment for the customers over its
lifetime.
Right product positioning, efficient
market knowledge, adequate network
access locations across the country
complemented with networking
capabilities, through offering requisite
service support have also yielded
illustrious success for
ECEL. As Mr. Rajesh
Sharma, Chief General
Manager Sales, Escorts
Construction Equipment
Limited points out, “for
efficient product
promotion market
knowledge base is the
prime tool. However, this has to be much
complemented with right product
placement having competitive features.
Further, product offerings have to be
backed by adequate service and
component support and ECEL as a major
Indian construction equipment
manufacturer have always heavily
adhered to this norm.”
Rightfully said this, today ECEL is
the market leader in pick-n-carry cranes
with more than 66 percent of the market
share. ECEL manufactures wide range of
NBM&CW MAY 2008
Cover Story
hydraulic pick-n-carry and
rough terrain cranes. The
cranes have a lifting capacity
ranging from 12 tonnes to 40
tonnes. The company has
recently introduced TRX series
yard cranes with a lifting
capacity ranging from 16–23
tonnes.
The wide lifting capacities
and operational features of the
ECEL’s cranes are suited for
assorted industrial material
lifting and construction
application. Making in turn
ECEL the cranes market leader
in India giving it a competitive
marketing edge.
Coupled with being a prime
crane manufacturer allowing it
to have a competitive edge,
ECEL has well calibrated
distribution channels across the
country. The equipment
manufacturing major, has 88
distributors and dealers across
the nation. It intends to take
the number to 100 by the first
quarter of 2008 and further to
135 till the year 2009. Its well
placed dealer and distribution
network have been allowing
ECEL gain sizeable business
volumes. The company was
able to sell 2,800 machine units during
2006 and 4,200 units during 2007-08.
ECEL’s well spread distribution
channels have allowed it forge further
marketing tie-ups with number of
prominent, global construction equipment
companies for distributing their products
in India.
This consists its tie-up with crawler
cranes manufacturing major like IHI of
Japan, for distributing its high capacity
crawler cranes, with Weihai Huata
Building Machinery of China for its tower
cranes in India. Italy’s Fassi for its
articulated boom cranes. US’s Altec for
its power and Telecom Utility Equipment
the collaboration was entered a month
ago and with Doosan for distribution of
94
its forklift trucks. ECEL as of now, has
550 service engineers in field and it has
sold 1,500 units of Doosan's forklift trucks
ever since its tie-up with the company in
1996.
Through the tie-ups, supported by its
marketing and service network, ECEL
has been able to provide sizeable
business volumes to its partners. As per
figures provided by ECEL, it has been
able to book 35 IHI crawler cranes since
September 2008 onwards. For Weihai
Huata, it was able to sell 62 units of
tower cranes during 2007-08. For Fassi,
the tie up which has been seven to eight
months back the manufacturer could sell
37 units.
The voluminous sales backed by wide
marketing and distribution network have
reinforced ECEL’s position to become a
further competitive equipment
manufacturing and distributing company
in India.
Right Network Access
ECEL’s well laid marketing network has
enabled Alpha Services reap dividends
as well.
Alpha Services is a leading
manufacturers of Mobile Tower Cranes
& EOT Cranes having its works at
Bhiwadi (Rajasthan) and marketing
headquarter at New Delhi. Recently
Alpha Services tied up with ECEL, the
dominant player in material handling and
construction equipment for marketing of
Mobile Tower Cranes.
Besides manufacturing Alpha
Services is the distributor for ECEL
products range covering tandem vibratory
roller, hydraulic mobile Pick-n-Carry
cranes, slew cranes, tower cranes and
Forklift Truck in the National Capital
Region of Delhi.
On the tie-ups Mr.
Umesh Punjabi,
Manager Sales, Alpha
Services mentioned,
“arrangement with ECEL
has allowed us to sell
around 37 units of mobile tower cranes
ever since our marketing collaboration
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Spartan
Spartan Engineering Industries Pvt. Ltd. has the distinction of
being one of the most innovative and successful market players in
the field of development, manufacture and marketing of
construction equipment. Spartan’s construction machineries and
the products are well accepted and acclaimed by users like
Defense, Infrastructure Developments, Contractors and Reputed
Builders throughout India and abroad due to their hard to match
competence, in depth experience, and the outstanding innovational
strength.
Some of its products range include man and material hoist,
Bar cutting and Bar banding machines, Tower crane and so on.
96
agreement since December 2007.” He
added, “simultaneous gains has also been
for ECEL through us.” Mentioning that
Alpha has been able to sell more than
800 ECEL’s equipment in the NCR region
ever since its tie-up with the equipment
major from the year 2000.
Alpha is also distributor of Chinese
equipment manufacturer Sany for its
motor grader and concrete pump and
has sold more than 100 concrete pumps
in last one year. It is also the authorize
dealer of US based JLG for Arial work
Platforms.
Alpha is a thirty year old company; it
has a well established service department
at Delhi with Branch offices at
Chandigarh, Pune and Chennai for
rendering after sale service.
Successful product promotion, based
on right market knowledge and well
structured back up support can be cited
for Mumbai based tower crane
distributing company, Spartan
Engineering India Private Limited as well.
Spartan is the distributor of Chinese
made JWY tower cranes in India. The
company entered into a marketing
collaboration agreement with the Chinese
equipment company three years ago.
Ever since, it has been able to sell at
least 50 units of tower cranes in the
country. With the booming cranes
demand, Spartan aims to sell more
number of cranes in the coming years.
On large number
of cranes sold by the
company for its
parent, JWY, Mr.
Vikram Mehta,
Managing Director
Spartan Engineering
India Private limited
says,” behind the burgeoning sales have
been our market knowledge for the
product based on its demand areas.” The
company claims to have created its
market knowledge base out of selling
bar cutting and bar bending machines to
contractors across the country.
Spartan has a pan Indian presence
with its offices located in Bangalore,
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Hyderabad, Cochin, Mumbai, Ahmedabad
and Kolkata. The offices perform the
role of sales and service points.
Making dividends out of tie-ups,
supported by right network access is
another Hyderabad based crane
distributor, Conmech Auto Consultants
India Private Limited, Conmech is the
distributor of Chinese crane
manufacturer, CMAC-CMAX. It is also
the distributor of passenger & material
hoists and suspended rope platforms.
Conmench entered into a up taking place CDE has been able to
distribution agreement with CMAC-CMAX
during 2006. Since then, the company
has sold 26 products of
its parent. Mentioning
on the success of its tie-
up, Mr. Ram Babu
Cheruve, Director
Conmench says, “our
success has been based
on the fact that we sell
the products entirely on
the requirements of the market. This is
based on the requirements of the
specific construction project.” He adds,
“understanding the project requirement
is our knowledge base.”
Conmech also takes to its credit on
the right service support, based on
annual maintenance contracts it takes
for its customers among other services.
Well structured distribution channels
supplemented with market knowledge
base have been paying dividends to the
CDE-Asia Ltd tie-up. CDE-Asia is a joint
98
venture company with a 50 percent equity
participation between CDE of Ireland and
Kolkata based crusher manufacturer,
Torsa Machines. CDE’s
product line consists of
sand washing plant.
As per Mr. Manish
Bhartia, Managing
Director, CDE, “the
joint venture tie up has
been much beneficial
for CDE, with the tie-
get access of Torsa’s Machine’s customer
base.” He informed, “CDE has been
greatly helped by Torsa’s market
knowledge base consisting the mineral
belts. This has helped CDE exploit the
market potential of its plants.”
Mr. Bhartia adds, “Torsa’s local
technical contacts have proved to be
much beneficial for CDE in selling its
products, besides contacts with technical
consultants also helped in promoting the
technology involving the product.” He
informed, “Torsa’s local contacts enabled
CDE to set up its factory within a record
period of five months, which other wise
would have been not possible.”
CDE has been able to sell 11 plants
as a complete package till May. The
company have made a target to sell 15
plants during the 2008-09 fiscal. The
company imports 65 percent of the plant
and machinery with the rest being locally
assembled.
For efficient back up service support
for its plants, CDE undertakes a
sustained six months training for its
service personnel in UK as an ongoing
exercise. According to CDE, it has a
NBM&CW MAY 2008
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complete team of experienced project
managers and engineering team to offer
complete after sales backup support,
post installation of the plants.
The case of increased product sales
based on well structured marketing
channels is also for World Wide
Machinery Solutions, exclusive
equipment distributors of Vermeer Corp
of US. World Wide markets Vermeer’s
trench less cable laying machines and
surface excavators. The collaboration
which has been ten and half years old
have allowed World Wide sell more than
475 machine units till 2008. It is looking
for selling additional 100 units during
2008.
Behind the
promotional success,
Mr. Navneet Mathur,
Partner, World Wide
informs, “our strategic
sales location across the
country have aided in the
sales of the products. The
strategic sales locations have been
complemented with our regional sales
and service locations. The strategic
sales point of World Wide are located in
the potential demand markets of,
Hyderabad, Chennai, Lucknow and
Ahmedabad. While its regional sales
100
locations are in Ajmer, New Delhi,
Bangalore, and Kolkata.
Mr. Mathur mentions, “successful
promotion of the trenchless machines
could be made by us through
dissemination of the technology linked to
the product, at the grass root level
among the project implementing
agencies, comprising municipal bodies,
gas and telecom companies made
underground utility construction
companies accept the product in
increasing order over the period of time.”
He highlights, “the same marketing
strategy applies for the surface miners
as well.”
Adequate component and service
support allowed further World Wide,
cement Vermeer’s position. World Wide
has tie-up with logistics major DHL for
importing components from US. The
company also maintains stocks for the
fast moving components for the
equipment.
Company to promote products, based
on right network access and networking
capabilities is US based
mining lubrication
equipment manufacturer
Graco. As per Mr.
Ramesh Magadi-
Country Manager, Graco,
“our marketing edge is
our prompt back service
support within 12 hours of reporting time
with our well–qualified US trained
engineers.” He says, “for efficient
marketing of the products distributors
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Greaves As per Mr. Prashant

Kumar, Senior Manager
Greaves Cotton Limited, one of India’s leading and well-diversified
Marketing, Hess Polytech,
engineering companies manufactures a wide range of industrial
“long standing experience
products having core competencies in diesel/petrol engines, gensets,
in the concrete industry
agro equipment and construction equipment.
have allowed us to go for
To meet the challenges of construction industry, Greaves
a marketing arrangement with Hess.”
manufactures wide range of Road and Concrete equipment. The
He says, “our main marketing USP for
complete range of concrete equipment like Transit Mixers, Concrete
selling the Hess machines is that we
Pumps, Batching Plants, etc. are manufactured at the Company’s
sell the block making machine as an
ISO 9001 certified Plants at Chennai and Gummidipoondi (Tamil
entire package with Polytech’s concrete
Nadu). Greaves also manufactures the complete range of
batching plant, to customers having large
compaction equipment like Vibratory Soil Compactors, Heavy Tandem
requirements of blocks comprising two
Rollers, Light tandem Rollers.
million blocks per project or even more.”
Greaves markets the entire range of CIFA and BOMAG machines,
Mr. Kumar says, the collaboration
which include Shotcrete pumps, Tunnel forms, Moulds, Tampers,
which is a year old, has so far allowed
Plate compactors, Pneumatic tyre rollers, Recyclers and Refuge
Polytech, sell two machines as of now.
compactors amongst many other machines.
However, with greater awareness of the
Greaves construction equipment is mainly used for construction
of roads, bridges, buildings, ready mix concrete applications, etc.
Greaves caters to the service
and spare parts requirement
of customers through their
large network of qualified and
trained service engineers
located a various branches
and dealerships.
Greaves also represents product, Polytech expects to sell large
Sheffild Forgemasters Rolls number of machines. Polytech would be
Ltd., UK, internationally targeting construction companies
renowned manufacture of engaged in construction of shopping
rolls for cold rolling and hot malls, IT parks having large requirement
rolling steel mills. Further, of blocks for the machines. It would also
Greaves represents special be looking for cement producing
Metal Wiggin Ltd., UK for nickel alloys used in process and companies for the product.
chemical industries as well as Timet, UK for titanium alloys used in Similar approach to promote
petro-chemical industries. products based on required solutions
have been for Chowgule & Company
are well trained on the application and Private Limited. Chowgule & Co has a
utility of the product.” Mr. Magadi cranes division and is the distributor of
mentioned, “for enhanced service Japanese Furukawa’s truck and tractor
support, we are looking to appoint more mounted telescopic cranes
distributors.” in the country.
Mr. Arjun Chowgule,
Sales on Required Senior Manager, Chowgule
& Co says, “we have a
Solutions comprehensive knowledge
Appropriate market network and
data base on the lifting
products for customized construction
requirements ranging from
solutions have been good for Hess
core construction, real
Polytech Pvt Ltd. Hess is a fully owned
estate and industrial lifting applications.
subsidiary of Polytech, concrete batching
Based on the budget and lifting
plant manufacturer. Hess Polytech is the
requirement, we provide the solutions
distributor of German made Hess block
making machines in the country.
104 NBM&CW MAY 2008
Cover Story
through the products.” The Furukawa
telescopic cranes have been in use
by majority of the construction
companies in the country.
Chowgule has its sales and
service locations based in Mumbai,
Goa, Delhi, Kolkata, Chennai,
Hyderabad, Bangalore Ahmedabad,
and Pune. The company have been
able to sell 150 units ever since its
tie-up with Furukawa three and half
years ago.
Company willing to make ground
in the construction market through
offering customized lifting solutions
is Mumbai based, C.S. Diesel
Engineering Pvt Limited. C.S Diesels
which has entered into a marketing
alliance with Italian crane
manufacturer, TCM during mid
September 2007 wants to make it big in
the Indian crane market.
Mentioning on the tie-up and wide
range of cranes available
with TCM, Mr.
Sowmil.C.Shah, Director,
C.S Diesel mentiones,
“TCM manufactures wide
range of truck mounted
cranes, rough terrain
cranes and also a crane,
apparently new for the
C.S Diesel
C.S.Diesel is the sole distributor of TCM cranes in India. TCM is
a dynamic Italian company specialized in design, construction
and assembly of cranes. TCM is an ISO and CE market company
and works with most countries in the world.
The company
produces wide range
of truck-mounted
cranes from 30 tons
to 180 tons capacity
for booms extension
with hydraulic system
for lifting capacity
and return with boom
in horizontal position.
106
Indian market, crawler telescopic cranes.
The wide range of cranes on offer by
TCM can be used for various customized
lifting applications, ranging from
industrial to construction applications.”
Mr. Shah informs to sell TCM
products, C. S Diesel would be looking
to market the cranes directly to the end
users, comprising, industrial users,
construction companies rather that crane
hiring companies.
C.S Diesel, which incidentally is the
distributor of L&T Komatsu’s excavators
in Mumbai and Goa and also for
Cummins, have adequate market network
base on the equipment requirement of
construction industry.
Solutions on other end of
Value Chain
Offering products to suit customized
construction solutions for end users is
also the marketing strategy for
distributors, selling products, away from
the core value chain.
The top most category to fill this slot
can be accorded to Multiquip. The
company has reaped success on
marketing collaborations front, through
offering products for tailor made
construction solutions is also for Multiquip
Construction Equipment Pvt Limited.
Multiquip Construction Equipment is the
distributor of US based, Multiquip’s
construction equipment in Indian
subcontinent, Middle East and at
Common Wealth of Independent States
of the erstwhile, Soviet Union.
Among the few prominent products,
Multiquip sells out of its wide range of
construction equipment includes,
hydraulic power trowels, super screed
fixed form pavers, generators, lighting
systems for construction sites etc.
Multiquip Construction Equipment Pvt
Ltd, entered into a distribution
collaboration with Multiquip during 2004.
Ever since the tie-up, it has sold around
1000 various equipment registering a 10
percent increase in turn over in recent
years. Apart from distribution, the
NBM&CW MAY 2008
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company has recently started

manufacturing light towers for Multiquip
USA in India.
Multiquip Behind the successful
Multiquip Construction Equipment Private Limited (MQ-India) distribution tie up, Mr.
is incorporated to promote the Sales and Services of Multiquip Narinder Jit Singh,
(MQ) manufactured/distributed brand products in the Indian Director, Multiquip
sub-continent as Multiquip Inc.’s sole distributor. Construction says, “ our
Multiquip Inc., USA (MQ has grown to one of the largest success has been based
and most diversified suppliers of construction equipment and on our ability to offer wide
is a world-wide well–known Manufacturer/Distributor of light range of construction
and medium sized construction equipment. MQ’s diverse equipment, that a contractor can require
product lines include the highest quality equipment for soil for his project.” He further adds,
compaction, concrete vibration, placement, smoothing and “Multiquip’s success has also been based
finishing, concrete masonry, rebar cutting and bending, power on the sustained efficient service of its
buggies, water and material pumping, portable power sub-distributors to the end customers.”
generation, jobsite lighting and welders. It presently has four distributors and
MQ-India maintains products, accessories and spare parts aims to increase it to 10 by 2009 fiscal.
warehouse in Mumbai and provides its customers certain ex- Mumbai based Multiquip, has its
stock equipment, spares, and accessories. It provides prompt sales and service points at Pune,
after sales support and services to customers and also offer Hyderabad, Bangalore and Coimbatore
technical solutions for selection of proper and appropriate for service and component support. The
MQ equipment, keeping in view the required utility and company’s mother warehouse is at
economical usage. Mumbai.
Second to fill the category to offer
range of products could be Delhi based,
BellStone Hi-Tech International.
BellStone offerings consists of,
construction machinery, survey
equipment, laboratory testing equipment,
tools & hardware sourced from number
of foreign and domestic equipment
manufacturers.
As per Mr. Ashish Sethi, Managing
Director, BellStone, “we at
BellStone have different
departments for offering
different construction
equipment, with stock
intact.” He adds, “zxwe
regularly keep on collecting
regular feed–back from the
construction market on its requirement
of equipment, based on which we
maintain our stocks and also introduce
new range of equipment.” However, Mr.
Sethi mentions, “in order to maintain a
brand loyalty we keep a product of a
single brand at our disposal.”
Bell Stone International, which owes
its credit to its construction department
store for range of products to be offered,

108 NBM&CW MAY 2008

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Bellstone
Bellstone, an ISO 9001 certified having a big inventory of
construction equipment survey and safety, lab and testing equipment
under one roof. The company has a unique construction department
store which has its own Research and Development facility with
over 300 employees including 80 Engineers and has precision
Instrument, advanced equipment powerful technical force, complete
testing means and strict quality control system.
Bellstone Hitech International plans to add new state-of-the-
art-equipment to its
stock, including
high-tech lifts. The
company has also
plans to set-up
such construction
departmental
stores in different
parts of the country
in view of good
response to its
existing venture.
has a common service department for
providing service back up support. The
common service department coordinates
with the department heads below for
offering component and service support.
Promotion on Value
Addition
Offering improved product line under
their own domain of product expertise
is also a promotional strategy adopted
by certain distributors. For this, they have
entered into marketing tie-ups with
foreign equipment manufacturers to
promote new range of products in the
country. This can be cited by the
reference of Mumbai based, Allen
Buildwell Pvt Ltd, distributors of US
made Allen concrete pavers in India.
“Allen Buildwell have been very
active since 1996 in promoting several
interesting Construction equipment
connected to Concrete Mixing and
equipment for Slipforming Roads,
Aprons, Irrigation Canals, Drains,
Barriers, Kerbs and so on.
The marketing of wide range of
110 concrete slipform paving equipment is
explained by Mr. Ashok. A.
Rao, Director, Allen
Buildwell, "Our Tie up with
Pioneers in this field, such
as M/s. Guntert &
Zimmerman Inc. USA, M/s.
Power Curbers Inc. USA,
and M/s. Power Pavers Inc. USA. M/s.
QICKERBER, Australia have given the
Indian contractors a large range of
equipment to cover all types of concrete
slipforming jobs." The technical support
provided by these companies before and
after the machine is commissioned,
cannot be matched by our competitors.
Like Allen Buildwell, all our principales
believe in Quality and not in Quantity. We
do not want to be the Largest/Biggest,
like our competitors aim to be but we
are striving to be the Best with most
customer satisfaction. It is our effort to
educate the clients on proper selection
of the equipment and the accessories.
We have not appointed any sub-dealers
or agents to avoid the clients being sold
wrong equipment because of the zeal of
the dealers in procuring orders at any
cost. We have found this to our advantage
during sales and after sales. The client
is directly in touch with us and our
principals, there is absolute transparency
maintained in all dealing between Allen
Buildwell, customers and our principals.
This results in quick actions and decisions
in case of any breakdown or need for
urgent replacements. The Logo of Allen
Buildwell is a giant tortoise with a slogan
that says “SLOW BUT SURE”. Considering
the excellent 100% growth since 2005,
this has paid richly to our being accepted
in the Indian market as manufacturers
and representatives of qualitative with
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Voltas
Voltas Mining & Construction Equipment Division (M&CE) has
been serving the cause of mechanisation and modernisation for
almost 50 years, serving as a vital value-adding link between
manufacturers, suppliers and end-users.
Over the decades, it has established a large and appreciative
customer base from both public and private sector. In conjunction
with globally renowned manufacturers, M&CE offers its
customers a comprehensive package–proven expertise, long
experience, the world’s best equipment and value-added service
support.
Voltas offers the world’s best technologies for infrastructure
building, along with a highly professional support engineering
team. Voltas has technical tie-ups with some of the most reputed
names in the field, such as Boss Trucks–UK and Terex Inc–USA,
Terex Mining O&K, Germany, Terex Equipment, Scotland, Hyundai,
Dressta, Powerscreen and P&H for their world-class equipment
which they represent in India.
satisfactory service support throughout
the lifetime of the equipment.
Sales through offering value added
products is the marketing strategy
adopted by umpteen number of Indian
construction equipment manufacturers
and distributors, representing the bottom
end of the value chain, through their
marketing tie ups with foreign
manufacturers.
This category is filled by Mumbai
based, Ispat Infrastructure India Pvt Ltd.
Ispat has a distribution arrangement with
Piat of Italy for
marketing its rack and
pinion passenger and
material hoists and
platforms. As per Mr.
Kapil Ghai, Director,
Ispat Infrastructure “the
platforms have its valued USP as
112
compared to other construction labor
material lifting platforms in terms of its
safety offerings.”
He says, “the rack and pinion
technology used in the platforms makes
it lift larger quantity of load and also
renders it safer as compared to
conventional bamboo platforms.” Ispat,
which entered into a collaboration with
Piat during the year 1995 has in its
credit to sell 140 platform units till
date. Ispat has its mother component
warehouse at Mumbai, while it has its
sales and service branches at Mumbai,
Delhi, Kolkata, Hyderabad, and
Bangalore.
Offering value added products is also
Mumbai based, Mehta EarthMovers
under it’s business domain. The company
has a distribution tie-up with Korean rock
breaking equipment manufacturers for
distribution of their products in the
country. It has tie-ups with manufacturers
based on the time period ranging from
7-10 years each. Mehta Earthmovers is
also into the business of crane rentals.
Behind the gain
made from the tie-ups
Mr. Mehul Mehta,
Director, Mehta Earth–
Movers says, “wide
range of product
placement, aided by
sincerity and efficient
customer support have
enabled us to gain dividends.”
In the category to offer value added
products also comes, Pakona Engineers
(India) Limited. Pakona Engineers is a
joint venture company with Colombia
Machines, Inc USA. It manufactures
automatic plant for interlocking pavers,
NBM&CW MAY 2008
 Cover Story

Pakona
Pakona Engineers (I) Pvt Ltd. has been manufacturing machine since 1983
and has a well-proven track record of service backup. The company
manufactures model 15L machines at its plant at Vadodara in India under
license from Columbia Machine Inc. USA. The model 15 L can produce
4,000 blocks of 20x20x40 cm or 10,000 unistone pavers (225x112.5x80mm)
or 30,000 flyash bricks per 8 hr. shift.
Columbia Machine Inc is a world leader with over 70 years experience
in manufacturing machines for producing a limitless range of concrete
products with its unique vertical vibratory sysem that enables the production
of all types of premolded concrete products, including concrete blocks and
pavers with quick and simple change of moulds and saving in cement
consumption.

Similar claims are

made by Mr. Kamlesh
Jain, Managing Director,
Nakoda Machinery.
Nakoda has a marketing
tie-up with South–Korea
based MSD Corp for
selling its rock breakers in the country.
He says, ”the rugged features of the
MSD rock breakers have provided
greater acceptability for the products.”
He mentioned to enhance its back up
support Nakoda would be expanding its
dealer network by appointing 8-10
hollow and solid blocks, flyash bricks, dealers more across the country.
kerb stones, retaining wall blocks etc.
The company claims the value added
features of its products owing to its
rugged and high output features.
Competitive product
features to marketing is
also claimed by Mr. P.S.
Gupta, MD, K.K. Manhole
Grating. He says,
“Macroza’s wall chasing
machine, used for
electrical and plumbing applications are
much convenient to use than the hand
made tools and can work well both on
concrete and cement blocks.”
K.K Manhole is the distributor of
Spanish made, Marcoza’s wall chasing
machine in India. The company owes its
credit in selling 20 machines in the
country, ever since its tie up a year and
half back. K.K plans to sell 40 machines
during 2008-09.
114 NBM&CW MAY 2008
Cover Story
Dar Tiee
Dar Tiee Inc. founded in 1972 and headquartered in Taichung, Taiwan.
Dar Tiee manufactures wide range of products that include Rolling Mill
Equipment, Deform Bar Cutting and Bending Equipment, and steel
equipment related products.
Dar Tiee has made its mark by maintaining the highest standards
for quality at competitive prices. The
goal of the company is to build long-
term relationship with customers and
strictly perform the quality control, and
closely evaluate and analyze the
performance of its products and keep
up customer’s satisfaction.
IPCC Interglobal Projects &
Construction Co. Delhi is the authorized
dealer of Dar Tiee products in India. Dar
Tiee delivers top quality products at
competitive prices.
Confronting Challenges
Though marketing tie-ups both with
Indian and foreign partners and may
have proved to be dividend paying for
one and many distributors but the story
has also been not too rosy with couple
of distributors.
As the case goes for Right Vision
India Pvt Ltd, representative of
Germany’s Lasco Brick
making machines. As per
Mr. B.P. Bharti, “Director
though our tie up with Lasco
has been four years old
but we are yet to make
head way in sales.” He
attributes to the negative sales of the
machines owing to its high capital
investment cost. However, to promote
sales, Right Vision would be targeting
power sector and the steel industry.
Promotion of equipment sales based
on tie-ups has also brought its set of
challenges for, Kam-Avida, Enviro-
Engineers Pvt Ltd. Kam Avida is the
Indian distributor of U.K based Johnston
made road sweepers and also U.K based
Thredfort municipal garbadge
compaction equipment.
As per Mr. Manish Chandra, G.M,
Sales, Kam-Avida “the products, which
are used in municipal applications have
been finding slow acceptance due to
116
modest business development initiatives
and follow up by the dealers appointed
by us with the municipal departments.”
However, the company is on the way to
correct the anomaly.
Be as it may, challenges in way for
manufacturing and distributing companies
looking for sales is a silver lining. This
can prove to be good learning exercise
for the companies in making their
marketing strategies reoriented and
distribution channels well organized and
be partner of the greater lot of the
country’s equipment marketing fraternity,
that is enjoying business success.
Kam Avida
Kam Avida, an ISO 9001:2000 certified
company has evolved itself to make
sewer maintenance program more
effective by providing the world-class
sewer maintenance equipment to keep
the roads, drain etc clean by using the
contemporary method.
Growing industrialization has resulted
in an explosion in urbanization which has
caused a tremendous load on the existing
civic infrastructure, thereby making it
almost mandatory for the civic bodies to
find better methods to carry their sewer
maintenance programs.
Kam Avida is the India’s largest
manufacturers of drain cleaners, garbage
collection and transportation system in a
wide range such as walk behind and
Ride on type sweepers in association
with ISAL, chassis mounted sweepers in
association with JOHNSTON and other
attachment sweepers.
NBM&CW MAY 2008