In today’s competitive arena, equipment suppliers need to be more and more customer focussed, driving more customer-centric processes. Could you please share such initiatives with your organisation?
ACE (Action Construction Equipment) is India’s leading material handling and construction equipment manufacturing company with a majority market share in the mobile cranes and tower cranes segment. ACE is the most awarded company in the construction equipment sector for its value for money and innovative products, quality and timely service, customer satisfaction, and CSR practices.

Value for money would define the word “cost-effective” for us. We have always ensured to provide our customers with value for money products so that they can increase their productivity and profits by using ACE machines. All of our products are designed in-house keeping Indian operational and market conditions in mind. The very USP of our product comes from the fact that with the appropriate design we can control the costs to cater to benefit our customers.

Rugged, dependable, and cost-effective, these words themselves elaborate the strength of our products as well as our company. It has always been our endeavour to make dependable and reliable products for our valuable customers.

Nowadays, customers are becoming focused on green initiatives and savings in fuel costs and leaving a lesser carbon footprint. Could you please help us understand the green initiatives on product development undertaken by your organisation?
All our products above 50HP are equipped with the current CEV emission norms compliant engine.

Equipment monitoring and increased Human Machine Interface is a new Mantra in the high-end construction equipment industry. How is your organisation coping with this demand for customers, and how ready are your products to meet this demand?
The company provides the option of telematics, which in turn digitises the equipment.
It helps the owners of the machinery to remotely monitor and supervise the various functional parameters of the machine and remain updated on its health and maintain the same to the optimum level for better performance.
The use of technology in machinery provides opportunities to improve the design and production of products using service feedback. This can reduce considerably, the overall cost of the machinery through its lifespan along with a reduction in material consumption.
Leaders in their arena, ACE has always pro-actively fulfilled each one of its customers’ needs, requirements, and indeed wishes. Technology is now at center-stage and its use will not only be providing economically viable solutions for the manufacturers, operators, and customers but also environmentally viable solutions in the future. At ACE, we are already utilising some of the best technology available worldwide, and we constantly work to upgrade and adapt all possible technology to Indian working conditions. Make sure nothing beats an ACE!

What efforts are being made to make your product more versatile and value for money for customers?
ACE has always believed in innovation to achieve excellence. The Group has introduced new technologies and new models across its product range at a phenomenal pace. The company has a diverse portfolio consisting of a wide range of products covering all segments of construction, earthmoving, material handling, and agriculture sectors. R&D has been one of the key elements in our success story and our in-house R&D centre is duly approved by the government of India. Over the years, the speedy commercialisation of world-class designs and technologies in our company has been instrumental in making us the largest crane company in India. The core value proposition for ACE products is to offer “value for money products”.

ACE has recently launched NX Series NextGen multi-activity cranes. As the name suggests, these new NX Series cranes perform multiple tasks apart from crane operations thereby adding versatility and providing multi-purpose utilisation for the users. These types of multi-activity cranes with articulated steering are the first in the world and ACE has already applied for the necessary patents for the entire series. We have also introduced a multi-activity piling crane model FP210, which can do piling activity like (a) cage handling / lowering, (b) concreting and (c) casing removal other than doing the normal loading /unloading and shifting of material at the site.

What are the plans for electrification of the offering by your organisation? What typical challenges do you think the industry would face if we have to move to complete electric offering for the customers?
We are seeing a lot of focus on climate and emission reduction across the globe and it will gain momentum to meet net-zero commitment by 2050. The automobile sector is already started witnessing an early stage of transformation to electric vehicle adoption and inline it is imperative construction equipment industry to adopt cleaner technology to reduce emissions moving forward.

Productivity is definitely a key factor in deciding the choice of technology or fuel type and right now there is a lot of work in progress to develop products with green technologies.

However, much needs to be done to fine-tune the alternative fuel technology/fuel type, availability, and related infrastructure to support the adoption.

With the heavy increase in the expenditure for infrastructure development in this country, how do you think you are going to utilise the opportunity? Are you planning to add more products in the future? Please elaborate.
Developing versatile and cost-effective products is a continuous process. We had introduced new technologies and new models across our product range at a phenomenal pace. To cater to rising demands of the industry, we will continue to do so and our recently launched NX series and FP 210 are a testimony to this.