In an Industry Talk session, Jalaj Gupta, Business Head – Commercial Vehicles at Mahindra & Mahindra Ltd. discussed the future of affordable mechanisation with Ashish Bhatia.
Q. How are you taking the momentum gained last year for the whole agenda of introducing affordable mechanisation in CVs? How are you blending it with this year’s objective?
Recall that last year, we introduced the RoadMaster G75 Smart Motor Grader. Since then, we’ve upped our game. Today, in the first eight months, we are India’s largest grader manufacturer with a 25.3 per cent market share. We anticipate further growth, especially with the focus of the Indian government on road development. As a company, we’re bullish on graders and are not dropping any product in our CEV V range.
Q. What are the key CEV launches, and how do they contribute to your revenue and the overall CV segment?
We’re showcasing our CEV V range, including our 74-hp backhoe loader and our 100-hp grader. These are our mainstream products for the CEV range. Additionally, we’re officially launching the m-DURA tipper, which has already seen success in seeding programs across the country. We’re also displaying the tractor-mounted compact crane, which has versatile applications.
Q. You take great pride in staying ahead of the curve, even at the CEV V level. How has this strategy impacted your market position?
We’ve always aimed to disrupt the market by offering unique value propositions. For example, in trucks and buses, our mileage guarantee has instilled confidence in customers. In construction equipment, being among the first with BS IV readiness and now BS V readiness, we’re setting new standards.
Q. You’ve tweaked your engines for alternate performance cycles. Would you say your engine portfolio is now consolidated or expanded?
Our engine portfolio has expanded with more options and higher torque engines for better fuel efficiency and reliability. We’re constantly integrating customer feedback into our products, such as offering a bigger and more spacious cabin based on demand.
Q. How do exports contribute to your CV revenue stream and market share?
Balancing the act in the export market entails leveraging opportunities while navigating challenges. One key challenge lies in managing the transition to BS V norms, which can impact costs and pricing. However, Mahindra aims to offset potential domestic cyclicity with increased exports, projecting a significant rise in export contributions to overall sales over the next few years. To maintain growth and market share, Mahindra plans to focus on product innovation, customer satisfaction, and strengthening its dealer network. By offering reliable products with improved fuel efficiency, spacious cabins, and enhanced uptime, Mahindra aims to address evolving customer demands both domestically and internationally. In summary, Mahindra anticipates steady growth in both the truck and bus as well as the construction equipment segments, driven by domestic and export markets. Despite challenges, the company remains optimistic about its prospects, guided by a commitment to quality, innovation, and customer-centric strategies. ACI
