1. NBM&CW july 2014 1
Interview
Industries’ wish to have stable
government at the centre to attract
more investors is fulfilled now.
How do you see the growth of
construction equipment industry
in the wake of new government in
general and your company business
in particular in the next few years?
Ground level forecast by our sales team
suggests that the demand curve has
bottomed out, and we can expect an
uptrend. We are optimistic about state
and central projects pulling up demand
provided land can be acquired for such
projects. We will watch how things
unfold over the next 6-9 months. In the
eventuality of a weak monsoon, quick
government action to launch counter
measures would pull up activity in the
short run. But the consequential fall
in rural incomes could be a cause of
worry. However, the next few years
are expected to bring good business
growth for the CE industry. We expect
our sales to record over 15-20%
growth. Managing our bottom line is an
altogether different challenge.
India is a land where there is an
ample scope of infrastructure
development which can result
in demand for construction
equipment. But for this, we
immediately need good governance.
What are your expectations from
the new government in terms of
policy reforms, project clearances,
financing and transparency in the
system?
“The next few years are expected to bring good business growth for
the CE industry. We expect our sales to record over 15-20% growth.
A mix of agile marketing strategy coupled with visionary leadership of
our management team is helping us move forward in this direction.
We are currently implementing a major overhaul of our distribution
network by adding dealer sales, service points to serve our
customers across the country. Besides, we are also coming up with
new product line that includes 3-5T wheel Loaders and new models
of Skid Steer Loaders. Moreover, our new product introduction plan
of new Backhoe loader models is expected to be a game changer
in backhoe segment. Our USP is the low maintenance costs of our
machines vis-à-vis our competitor’s models in the same category,”
says Mr. Rajesh Srivastava, General Manager, Terex Equipment
India, in an interview with NBM&CW.
Terex– Upbeat on CE
Sector's Growth Prospects

2. 2 NBM&CW july 2014
Interview
The issue of land and its acquisition
and declared land use coupled with
fair compensation & rehabilitation of
land owners is a very tricky issue.
Besides, sorting out technical issues
arising from the above, the Govt is
expected to act in a much more ethical
& transparent manner. Acts / rules &
regulations related to land and related
issues need to be carefully drawn out
by taking in views of all stakeholders.
We hope that the new Govt will be
sensitive to the needs of the industry
& will take decisions in time under
a clearly defined and stable policy
framework. This in itself will be good
enough for us to firm up business
plans for the next 3-5 years.
Besides, augmenting the dealer
network, we are also investing heavily
in training of manpower and dealer
business development and helping
them become more responsive to
the fast changing profile and needs
of our customers. Our new product
introduction plan of new Backhoe
loader models is expected to be a
game changer in this segment.
It has been observed that Terex is
continuously busy in adding new
products in its basket such as Skid
steer, Light tower etc and also in
upgrading existing products. What
are new on card?
Our new product line-up includes 3-5T
wheel Loaders and new models of
Skid Steer Loaders. These products
will offer to the market the latest
innovations and applicability required
for the varied earthwork / material
handling challenges. The feasibility
of the tracked Excavator is also being
studied and we may soon announce
our plans for this segment.
What is the USP of your products
portfolio?
Our USP is the low maintenance
costs of our machines vis-à-vis our
competitor’s models in the same
category. Over a period of 2-3 years
none of the major sub-assemblies of
our backhoe (axle, transmission etc.)
need to come in for any major overhaul,
whereas almost each component of
the power train and the engine of our
competitor’s models require either an
overhaul or complete replacement
in the same time. These days a
Transmission or Engine overhaul can
be expensive, esp if, spare parts and
service capabilities are not available in
the open market.
How are you engineering a fuel
efficient and green product
which, on the other side, is also
comparatively priced?
New Dealer Opening in Himachal Pradesh, DistMandi
Terex has targeted to achieve 10-12
percent share in backhoe segment.
What are your plans and strategies
to achieve the targeted growth?
We are not only motivated to get
there but also are standing on firm
footing and in line to hit the target
of >10% market share by 2015.
A mix of agile marketing strategy
coupled with visionary leadership of
our management team is helping us
move forward in this direction. We
are currently implementing a major
overhaul of our distribution network
by adding dealer sales, service points
to serve our customers across the
country. In 2014 we have added 6
new dealers in Jammu & Kashmir,
Himachal Pradesh, Uttrakhand, Bihar,
Arunachal Pradesh & Chhattisgarh.

3. NBM&CW july 2014 3
Interview
Engine development is a technically
challenging exercise. This requires
high degree of collaboration with
key players in this business. We are
constantly in discussions with all major
manufacturers, to bring in the latest
developments in this field. We have
a fairly good understanding on this
subject, thanks to the market feedback
from other Terex companies doing
business in different countries of the
world. Fuel efficiency is a buzzword,
slightly overrated in our industry. The
game is,making power available at a
point to do ajob, under unique set site
conditions. It is the entire powertrain
that needs to work as a synchronized
unit for a machine to accomplish its
task safely and efficiently.
A word about your engineering and
manufacturing strength.
We draw our engineering strength
from a dedicated & highly experienced
team of engineers at TIRC (Terex
India Research Center) Bangalore.
This team of motivated design and
engineering professionals work on
varied engineering, design problems
put forward to them by various Terex
Group companies from around the
world. They provide cutting edge
solutions to not only our product
development teams, but also for
our manufacturing and vendor
development teams across different
product platforms and business
verticals. The manufacturing team at
TEPLis focused group of professionals
committed to a lean manufacturing
environment. Our team employs
the latest technology and Industrial
Engineering principles to reduce non-
value added activities and cut down
heavily on re-work and wastage.
This has yielded substantial savings
over the past few years. Alongside,
the manufacturing team our Vendor
development, Purchase and Quality
teams also work as a cohesive unit to
deliver what our customers need, “A
Reliable, safe and efficient machine”
After taking over the reign as new
General Manger at Terex India;
what has been your initiatives to
strengthen your pan India presence
through developing innovative
dealership system?
The main thrust area of my work,
besides network expansion, has
been to help & make the distribution
network more responsive to the
customer needs. This means, not only,
to have Dealer Distributor points at
strategically important locations, but
also to encourage them to invest in
their human capital, processes and
systems which will help them to serve
the customer in a better and efficient
manner.
We have launched several
innovative Dealer support programs
on manpower skill developmentand
overall management skills up-
gradation. We have also helped
Dealers to design their own region
specific marketing, sales promotion
campaigns. Today, no two markets
are alike &each market or region has
its own set of peculiarities which need
to be appropriately addressed by
marketers. We are now implementing
a very unique on line, social media
marketing strategy for Terex India.
This will help us to efficiently connect
with the changing buyer profile of our
products and services.