The machinery manufacturing industry is essential for modern infrastructure and industrial development, producing essential equipment for various sectors such as construction and agriculture. Leaders play a crucial role in driving growth, innovation, and competitiveness in this industry. They are responsible for identifying new market opportunities, forming partnerships, and directing the complexities of global trade. These leaders ensure that their companies stay ahead of technological advancements and changing customer demands.
Puneet Vidyarthi, Head of Marketing & Business Development at CASE Construction Equipment, is a well-known leader in this industry. He is dedicated to implementing strategies that establish CASE Construction Equipment as a leader in the industry. His passion for innovation and commitment to positive change are apparent as he shapes the future of the construction equipment sector.
Career Overview
Puneet Vidyarthi has more than 30 years of experience in the construction equipment industry. Before his current role, he worked at JCB India Limited, where he implemented successful marketing strategies and established the Rural Marketing vertical. He currently holds the position of Head of Marketing & Business Development – India & SAR at Case New Holland India, a subsidiary of CNH. He has led various initiatives focused on customer-centric business opportunities, such as repowering programs and exploring alternate ways for sustainable growth.
Maintaining Quality and Innovation
“Establishing and maintaining a presence in the Indian Construction Equipment industry can be challenging for new entrants. However, CASE Construction Equipment has successfully established itself in the market over the past 30 years by offering a range of advanced products manufactured in India for local and global markets.”—says Puneet Vidyarthi.
The journey of CASE Construction Equipment began in the late nineteenth century with J.I. Case’s revolutionary work in steam engines in the US, laying the foundation for future endeavors. The early focus of CASE Construction Equipment on pioneering equipment for road construction established its reputation, earning a place as a key contributor to the development of modern infrastructure. By the early twentieth century, CASE Construction Equipment had firmly established itself as a leading manufacturer of construction equipment. It achieved significant milestones such as its role in “paving the world,” showcasing its ability to meet growing infrastructure demands.
Throughout its 180-year history, CASE Construction Equipment consistently demonstrated a commitment to quality and innovation, allowing the company to maintain and enhance its reputation over time. By continuously evolving and adapting to market needs, CASE Construction Equipment remained at the forefront of the industry. The global contributions and enduring market presence of CASE Construction Equipment were witnesses to its strategic vision and operational excellence. The company’s focus on building its business while enhancing its reputation has been key to its long-standing success.
Focused 5 Approach
At CASE Construction Equipment, Puneet Vidyarthi and the team follow the guidelines set by their parent company, CNH. Using its ‘Focused 5’ approach: Customer First, Grow Together, One Team, Make it Simple, and Be the Best. Although these principles are generally easy to understand, here are some additional details:
- Customer First: Under the leadership of Puneet Vidyarthi, CASE Construction Equipment prioritizes a customer-driven approach. It places customers above all other stakeholders, ensuring comprehensive service before and after sales.
- Grow Together: Puneet and the team value customer feedback and incorporate it to nurture trust, inclusivity, and mutual development.
- One Team: The Operators of the company are integral to the team, collaborating across and beyond the organization to achieve key results.
- Make It Simple: Puneet and the team emphasize simplicity to drive speed, innovation, and accountability.
- Be the Best: CASE Construction Equipment continuously focuses on delivering excellence.
CASE Construction Equipment’s services are designed to offer comprehensive support and value that distinguish it from others in the market. All CASE backhoe loaders come with a standard one-year base warranty to protect against manufacturing defects. The company extends this coverage through its ‘CASE Protect’ and ‘CASE Care’ programs, offering additional warranties and service packages for peace of mind and long-term reliability.
Recognizing the impact of skilled operation on machine performance, it provides extensive training programs to enhance operator skills, ensuring they can use the backhoe loaders efficiently and with care. Furthermore, its commitment to customer support includes real-time technical assistance through its THD (Technical Help Desk) and mobile application dealer service technicians. This allows customers to access expert advice and troubleshooting support anytime, minimizing downtime and ensuring smooth operations.
A Legacy of Excellence
Since its establishment, CASE Construction Equipment’s journey with its Vibratory Compactor assembly line has been marked by significant milestones. The introduction of the 952 and 1104 models in 1996 was followed by the production of the 100th compactor in 1999 and the globally acclaimed 1107 model in 2000. The 450 model was introduced in 2004 to commemorate the production of the 1000th compactor. In 2017, a remarkable milestone was achieved with the production of the 10,000th compactor.
The Pithampur plant, the sole CNH facility manufacturing compactors, has played a crucial role in offering eight different models for soil and asphalt compaction to both domestic and export markets, serving 105 countries. In August 2022, the production of the 50,000th Loader Backhoe from the Pithampur plant was celebrated. CASE Construction Equipment continued its tradition of innovation by launching the Skid Steer Loader line in 2023 and celebrating the rollout of the 1000th Crawler Excavator in November. Most recently, the company has rolled out its 20,000th Vibratory Compactor from its facility.
Meeting Global Standards
To improve the company’s prospects, Puneet Vidyarthi plans to take advantage of the strong growth and changing dynamics of the Indian Construction Equipment (CE) industry. This includes expanding product offerings and investing in research and development for advanced, emission-compliant equipment tailored to infrastructure and greenfield projects. Additionally, forming strategic partnerships to strengthen presence in road and railway infrastructure sectors. Puneet also aims to explore export opportunities in Europe and North America by meeting BS (CEV) V standards, establishing distribution networks, and participating in international trade shows.
Customer-centric solutions, such as comprehensive service packages and flexible financing options, will be prioritized to attract and retain clients, especially during periods of increased infrastructure development. Additionally, investing in technology like telematics and IoT, along with providing advanced training for operators, will enhance operational efficiency. Strengthening the after-sales service network to ensure timely support and maintenance will also be a focus to improve customer satisfaction and loyalty. By focusing on these strategic initiatives, Puneet Vidyarthi aims to capitalize on the current growth of the Indian CE industry. He also aims to position the company for long-term success and expansion both domestically and internationally.
Strengthening Market Competitiveness
Puneet highlights the importance of a company’s workforce in its growth. He emphasizes the need to maintain high-quality work by reskilling and upskilling operators. At CASE Construction Equipment, Puneet and the team value the workforce as essential members of a unified team. Embracing diversity, Puneet leads the creation of an all-women production line for the Skid Steer Loader. He recognizes the valuable contributions of women’s innovative ideas to the company’s growth and supports their personal and professional development.
Additionally, the company’s commitment to innovation is a key factor in its success, leading to advancements in the sector. By continually improving and expanding its product offerings, such as the popular 1107 model and the recently introduced Skid Steer Loader line, CASE Construction company remains competitive in the market. Innovation also plays a significant role in improving manufacturing processes, ensuring efficiency, reliability, and sustainability. CASE Construction Equipment operates a unique plant in Pithampur, producing a variety of compactors to meet the needs of domestic and international markets in 105 countries.
Resilience amidst Crisis
Despite the impact of COVID-19 on various industries, including construction, the demand for construction equipment remained steady, as per Puneet. Although there was a slight dip at the beginning, the industry quickly bounced back, showcasing its resilience in challenging times. The initiation of large-scale infrastructure projects like the Kanpur Metro project also played a role in increasing the demand for construction equipment. These factors have not only supported the industry in overcoming the initial obstacles caused by the pandemic but also created a favorable environment for growth and development in the post-COVID period.
Growing Together with Customers
Kajal Khari, a backhoe operator in Raipur, Chhattisgarh is one of CASE’s clients. She has shown resilience and determination in the construction industry, which is mainly male-dominated. Over 12 years, she has overcome societal norms, skepticism, and discrimination to become an inspiration and symbol of empowerment. Her journey serves as a challenge to stereotypes and encourages women to pursue their dreams, positioning her as a trailblazer for gender diversity and inclusion in the construction field.
