Mahindra Ventures into Construction Equipment Business

India’s leading utility vehicle and tractor manufacturer Mahindra & Mahindra enters into the Construction Equipment business with the launch of the Mahindra EarthMaster Backhoe Loader.
 
Dr Pawan Goenka, President, Automotive & Farm Equipment Sectors, Mahindra & Mahindra said, “With the launch of our EarthMaster Backhoe Loader, we have entered into a large, fast growing and profitable construction equipment industry. The Mahindra EarthMaster is an outcome of 36 months of development and is loaded with technology not hitherto seen in this product segment in India. With EarthMaster we are ushering in a new era of performance, comfort and ease of operation in backhoe loaders.”
 
The Mahindra EarthMaster is available at a price of Rs. 20,98,400 (ex showroom Maharashtra). The project cost of the Construction Equipment business is around Rs. 300 crore. The Backhoe Loader will be manufactured at Mahindra’s state-of-the-art facility at Chakan near Pune.
 
“The Mahindra EarthMaster has undergone over 20,000 hours of rigorous testing in the harshest of terrains and for the toughest of applications. It has been validated on all performance, safety and reliability parameters. It is backed by Mahindra’s dealer network, which will have unparalleled reach across the country. India is the world’s largest backhoe loader market with over 25,000 units expected to be sold in this fiscal, and we hope to create a mark in this fast growing segment,” said Kairas Vakharia, Business Head, Construction Equipment, Mahindra & Mahindra.
 
The Mahindra EarthMaster comes with a 2 year unlimited hours warranty which keeps contractors free from anxiety about expensive repairs that are normally associated with earthmoving machinery. The company has put in place a dedicated sales and service network to cater to its Construction Equipment customers. This will include over 200 Dealer Sales, Service and Spare Parts outlets, over 200 service vans to reach customers at their sites, 12 Area Offices, one Central Parts Warehouse & 10 Regional Parts Warehouses to supply dealers and a call center supporting nine languages.
 
Advance communication feature REMOTECARE keeps the business owner or manager constantly informed about the machine through mobile phone based SMS updates.

12