Ajay Malik, Head – International Business, Action Construction Equipment (ACE), speaks on the new products the company is showcasing at Bauma 2025.

What new products or innovations are you showcasing at Bauma Germany, and how do they cater to both the Indian and international markets? 

At Bauma Germany, we’re excited to unveil a series of groundbreaking products that demonstrate ACE’s commitment to innovation and sustainability. Our main highlight is the backhoe loaders—available in both equal wheel and different wheel configurations—which not only meets the stringent Bharat Stage V emission standards but also sets a new benchmark in fuel efficiency and eco-friendliness. These products reflect our dedication to sustainable solutions and are tailored for both Indian and international markets.

We are also showcasing advanced heavy-lifting equipment, such as the 3.5-tonne telehandler and the state-of-the-art NX360 ACE pick-and-carry crane. These machines are engineered to tackle complex projects, making them ideal for global infrastructure and agricultural needs. Each product is designed with a strong emphasis on reliability, precision, and adaptability, ensuring they meet the diverse requirements of customers across the globe.

How has the demand for your products evolved in the Indian market, and what trends do you see shaping the construction machinery sector in India? 

Over the years, we’ve witnessed a steady and robust increase in demand for our construction machinery in India. This growth has been driven by transformative government initiatives aimed at modernising the country’s infrastructure. Additionally, the rapid pace of urbanisation and the surge in real estate development have created significant opportunities for construction equipment manufacturers like us.

Looking ahead, the industry is being shaped by several exciting trends—most notably, the integration of advanced technologies into construction machinery. AI- and IoT-enabled equipment are becoming increasingly common, enabling predictive maintenance, enhancing operational efficiency, and minimising downtime. By staying ahead of these developments and focusing on customer-centric innovation, we are not only meeting current market demands but also positioning ourselves for the future of the industry. Furthermore, with the growing emphasis on green infrastructure and sustainability, there is a clear shift towards eco-friendly and energy-efficient equipment—a direction that Action Construction Equipment fully supports through our innovative product designs.

What role does the export market play in your strategy, and how are you positioning your products to meet the needs of international markets, particularly Europe? 

The export market plays a pivotal role in our growth strategy, with our products currently reaching over 44 countries—and counting. We see immense opportunity in global markets and are actively working to deepen our presence across new regions. Europe remains a key focus given its stringent environmental and safety regulations, which align well with our philosophy of innovation and sustainability. Our equipment is designed to meet international benchmarks, including EURO 5 emission norms, ensuring full compliance with local standards. We continue to invest in R&D to create products tailored to European requirements while building robust service networks to provide seamless after-sales support. This combination of high-quality engineering and customer-centric service is what makes our products reliable and globally competitive.

What challenges have you faced in expanding into global markets, and how are you addressing issues like competition, regulations, and logistics? 

Expanding into global markets comes with a host of challenges. Navigating different and often complex international regulations—and ensuring compliance with diverse standards across various regions—can be demanding. The global construction machinery sector is also highly competitive, with stiff competition from both local players and well-established international brands. This requires us to consistently deliver on quality, efficiency, and cost-effectiveness. Logistics is another critical factor, as ensuring smooth and timely delivery across countries is essential for customer satisfaction. To address these challenges, we are investing heavily in our R&D capabilities to accelerate innovation and develop cutting-edge products that help establish ACE as a strong player in competitive global markets. We are also forming strategic partnerships with local distributors and service providers to ensure the availability of spare parts and robust after-sales support.

Looking ahead, what are your key growth plans for the next three to five years, especially in terms of international expansion and product innovation? 

Our vision for the next three to five years is to significantly expand our global footprint by entering new markets and strengthening our presence in regions where our products are already trusted. Our expansion strategy is centered on tapping into high-potential markets across Africa, Southeast Asia, and South America, while deepening our reach in Europe and the Middle East. Product innovation will be a core pillar of our strategy, as we aim to introduce advanced, industry-relevant equipment tailored to the evolving needs of global customers. We will continue to focus on building strong partnerships, fostering a culture of innovation, and delivering reliable, future-ready solutions that empower our customers and drive long-term success.

How are you incorporating sustainability and eco-friendly solutions into your product offerings, and how important is this in shaping the future of the industry? 

Sustainability is at the core of our innovation strategy. Our products, such as the BS-V Backhoe Loader and Telehandler, are designed to reduce emissions and improve fuel efficiency. We are also exploring renewable energy solutions and incorporating eco-friendly materials into our manufacturing processes. As the industry moves towards greener practices, we are focused on leading this transformation.

Beyond our products, we’ve made significant strides in our manufacturing processes, incorporating renewable energy solutions and adopting environmentally friendly materials. We believe that sustainable practices are not only essential for the planet but also for the long-term success of the industry. As we move forward, we’re committed to leading this shift toward greener, more responsible construction solutions.