One key strategy has been to localise our products
Tell us about the new product launches at Bauma and what are the unique features of these products?
All of the products we’re displaying are new. We’ve launched new products under both the Powerscreen and Finlay brands. One of the most exciting developments is the introduction of electric crushers. These are mobile crushers, and what makes them special is that previously, our crushers had an onboard power pack system, meaning they had the flexibility of using power source – either onboard genset or external.
Now, we’ve developed a version where some customers may not need an onboard generator. Instead, they use onboard transport engine to move the crusher from point A to point B, and then it can run either on an external diesel gensets set or be grid-connected. This is a significant innovation.
Along with that, we have the MJ55, the largest jaw crusher in our range. This opens up a new market for us as many customers are opting for larger crushing units to improve cost efficiency and maximise productivity while minimising power consumption.
We also had a new log washer ready for display, which unfortunately got stuck on the way. This log washer is designed to handle construction and demolition waste, providing a solution to manage construction and demolition waste. These are the main new products we’ve introduced. All products are made in Hosur.
We’ve also launched a new 25-tonne Franna crane, which is the first time we’re introducing this size. Previously, we had 15-20-tonne cranes, so this 25-tonne model is a big step up.
What about your Gujarat facility?
We haven't yet decided what we’ll be manufacturing there. Currently, the space is occupied by our sister brand, Genie, which is using it to manufacture some products. We also have our own area there, but we are still evaluating which products to manufacture in that facility.
How do you view the Indian market for your products?
The Indian market is just at the beginning of a significant growth phase that will last for the next 20 to 30 years. We should not look back now. There are so many new projects in pipeline, be it highways, ports, dams and other heavy infrastructure. Essentially, everything is interconnected—the need for materials like sand, gravel and minerals will remain strong. There’s no substitute for these materials, so the demand will continue to grow. I only see growth ahead.
What is your market strategy?
One key strategy has been to localise our products, which we’ve successfully done. For example, when we started in 2009, we had just with few models, and now we offer 96 different models. India has also become a base for our export markets. We’re catering to 25 different markets, from Australia and South Asia to Africa, parts of Europe, and North and South America. This strategy will continue as we expand.
How was the revenue in 2024? What are your plans for 2025?
The year 2024 has been fantastic. Like many other companies benefiting from the growth, we’ve also taken advantage of it. For example, in 2024, we grew by over 20% which we achieved through introducing new products and developing new segments. The overall market conditions have been very favourable.
We expect to grow by at least 15 per cent next year. In the crushing and screening sector, Terex is one of the market leaders. Although we only started in 2012, we’ve made significant strides in the premium segment.
Can you talk about the competition?
There are strong players in the different segments of the market. The value segment, which is catering to price-sensitive customers, is growing, but we are also witnessing growth in demand for quality products.
You mentioned the challenges in the price-sensitive segment. What other challenges are you facing, and how are you overcoming them?
There are various challenges, particularly in the supply chain. One of the biggest issues is ensuring the availability and quality of products from the vendors. We continuously push to improve the whole value chain so that we can deliver the best products to our customers. As our manufacturing footprint in India grows, we expect the entire ecosystem—ancillary units included—to improve, which will enhance product quality across the industry.
So, the products you manufacture here are exported as well?
Yes, around 40 per cent of our volume is exported, and it’s the same high-quality product that we sell locally.
India remains a challenging market, but we’re equipped to deal with it. We need to maintain our brand integrity while continuing to scale operations and meet the demand for both local and international markets.
A-303, Navbharat
Estates,
Zakaria Bunder Road,
Sewri (West), Mumbai - 400 015,
Maharashtra, India
+91-22-24193000
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