Aggregate demand in India has decreased over 20 per cent due to the impact of the economic downturn. Kobelco Construction Equipment India, which has been developing the market in the country by selling state-of-the-art machines for the high-end market, also suffered the economic downturn. However, the company minimised the impact of the economic downturn and kept the decrease in its unit sales down to a little over 10 per cent. In addition to its marketing activities in India, the company has commenced exports to the Middle East and other regions and has begun functioning as a hub for cross-sourcing under its strategy of overall optimisation.