Case India aims to emerge as second largest in backhoe loader segment in 3 years


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CASE 770NXe Loader Backhoe


CASE 770NXe Loader Backhoe

New Delhi: Betting on the Government’s solid investment plans in the infrastructure sector that are expected to push the sales of backhoe loaders in India, Case New Holland Construction Equipment India, a brand of CNH Industrial, is looking to strengthen its position as the second-largest player in the domestic backhoe loader market in the next three years by doubling its market share in the segment.

The backhoe loader segment currently sells around 38,000 units annually and Case India holds a 7% market share in this vertical.

“In the last one decade we have spent USD 200 million in India. Our aim is to double the current market share to 12-15% in backhoe loader segment within the next three years to consolidate our position at second-largest player in the country in a much more solid way,” Fabrizio Cepollina, Vice President CNH Industrial Construction Segment in Africa, Middle East and Asia Pacific AME and APAC, CNH Industrial said on the sidelines of CII Excon Expo in Bengaluru.

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Fabrizio Cepollina


Fabrizio Cepollina

In this five-day construction equipment (CE) trade fair starting 17th May, Case India launched three new backhoe loaders – 770 NXe 49.5hp, together with the 770 EX Plus, 851 FX CP variant. These machines are being manufactured in the company’s 40 acre-Pithampur plant, dedicated to construction equipment needs. Today 70-75% of the capacity is utilised.

According to Alok Jha, Director-Sales & Marketing, India & SAARC – CASE Construction Equipment, the localisation levels of backhoe loaders and excavators is around 90%. “In India the prime categories of backhoe loaders are compact, 50HP, 75HP and 90HP and CASE is present in all across these categories,” Jha said.

However, he highlighted that the Indian CE industry is moving towards the 50 HP category, which currently holds 50% of the overall backhoe loader market. “Going forward, we want to consolidate our position with augmented products in this segment,” Jha added.

Among the construction machines, the backhoe loaders are currently one of the largest in India in terms of volume due to their relatively lower cost and multi-functionality. This accounts for about 55%-60% of the entire construction equipment category in the country.

These machines are mostly used in areas that require faster turnaround time, such as digging, excavating, breaking asphalt, laying roads, loading and much more at the job site with additional attachments.

This segment is currently dominated by JCB India, which holds almost 80% market share and has the world’s largest factory for these loaders in Ballabgarh.

On the exports front, Case India intends to increase its exports share, which is currently at 50% of its overall sales pie. Cepollina is hopeful that the company will be able to penetrate into more advanced overseas markets with the upcoming new emission norms.

“For us it is important that we make a good deal with good corporate groups in order to grow our business. Our Pithampur plant is catering to 75 countries in Africa and the Middle east, Asia Pacific region. When the industry will embark on CEV stage-V it will open doors for more mature markets like Europe and North America which will create additional demand,” he added.

The company has 203 touchpoints and appointed 66 dealers across the country in the domestic market.

Also Read:

CASE India launches a series of construction equipments in CII Excon Expo

The newly launched 770 NXe features a cutting-edge Electro-Hydraulics variable displacement pump, coupled with the proven FPT S8000 49.5 hp engine .


  • Updated On May 23, 2022 at 02:08 PM IST
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  • Published On May 18, 2022 at 11:25 AM IST
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  • 3 min read
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