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CASE Strengthens its Dealer Network in South Asian Market

CASE Strengthens its Dealer Network in South Asian Market

  • Published Mon Dec 22, 2014

CASE Construction Equipment, a brand of CNH Industrial, announced its plans to strengthen its foothold in the South Asian market. CASE has already been holding a leadership position in Nepal for past 8 years through its dealer Force Constructions and Associates Pvt Ltd, and is now expanding its distribution network in emerging economies of South Asia, beginning with Bhutan, Bangladesh and Sri Lanka.

Speaking at the occasion, Mr. Abhijit Gupta, Managing Director CASE India, said, “With the appointment of ACI, Hovael Holding and Druk Trading Equipments we are planning to set up a strong footprint in the South Asian market. We aim to become a true partner to our customers, and provide world class products and services to construction businesses, meeting the overall requirements in the Construction Equipment Sector for the South Asian market. We are geared up to offer timely, quality solutions to our customers in the entire Indian Subcontinent.”

ACI Motors appointed in Bangladesh
The first step was the appointment of ACI Motors, a unit of business conglomerate Advanced Chemical Industries Limited (ACI), as Case dealer in Bangladesh. The announcement was made on 17th September, 2014 during a glittering launch ceremony held at ACI’s outlet in Bangladesh in the presence of Mr. Abhijit Gupta.

According to industry reports, demand for new construction equipment in Bangladesh is on the rise and is currently estimated at Tk1.5 billion (Rs1.2 billion) annually. ACI will market the complete range of CASE products, which includes Backhoe Loaders, Soil Compactors and Tandem Rollers sourced from India, Motor Graders from Brazil, Skid Steer Loaders from the USA and Wheel Loaders from Italy.

ACI is one of the largest conglomerates in Bangladesh and has a presence in the Pharmaceutical, Consumer Goods and Agribusinesses sectors. ACI Motors is part of the ACI Agribusinesses division and was established in November 2007. The company has 8 showrooms and 11 service centers catering its products and services across the country.

Hovael Holdings appointed in Sri Lanka
In Sri Lanka CASE has appointed Hovael Holdings (Pvt) Ltd., as their dealer. The company will sell and support the full line of Case Construction Equipment.

Hovael Holding is part of Hovael Group, a predominantly Construction Group of Companies with a strong focus towards service excellence by adapting new technology available. Hovael Holdings began operations in June 1995, as a marketing and trading company, offering a range of Products and Support Services for the Construction Industry for entire Sri Lanka market.

In Sri Lanka the demand for the construction equipment is project related volume. The market demand for Compactors in 2011 was around 300 units, similar demand expected in upcoming years with many road projects to be announced.

Druk Trading Equipments appointed in Bhutan
Druk Trading Equipments, distributor and agent for a number of companies, has been appointed by CASE to market and support its full range of products in Bhutan. Being specialized in providing Mining and material handling Equipments in Bhutan, the company caters to 20 Dzongkhag, administrative districts, across the country.

Bhutan, the geographically remote and landlocked country to the north east of India, has shown significant promise in the recent years owing to the immense hydel power potential. Consequently the demand of Earthmoving Equipment has risen manifolds with application across the multitude of Dams and power projects.

CASE plans to achieve a significant market share and consolidate its positions in the subcontinent leveraging on the projected growth phase in the construction equipment industry over the next decade.

CASE is recognized around the world as a full liner and a leading backhoe loader manufacturer, which has the highest product volume in the Indian Subcontinent, with over 600,000 units sold. CASE is also the market leader for compactors in India.


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