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What are the fresh challenges emanating from the paradigm shifts in customer expectation in large, medium and small buyer segments?
The last two years in Indian construction industry has seen significant changes. The customers who are in this business for a long time have gone through a difficult time financially to complete projects and were stuck with debts, especially in segments like roads and highways. So the customers now are extra careful and are very sensitive to analyse the risk carefully before they make big investment decisions. So, the customers are typically looking for investments that can take care of the current projects without leaving them with the risk of investing in equipment which are capital-intensive.

How do you respond to the above challenges?
We are fully aware of this changed situation and are offering solutions to the customers in such a way that the equipment has multiple applications and not tailor-made only to suit a particular project. We also have developed, for example in batching plant, a strong base for foundationless batching plants that can cut down a big sunk cost for the customer which they will incur during erection. The customer appreciates such new products and in the last two years, we have sold substantial quantity of equipment which meet their requirements.

What percentage of customers consult you as a manufacturer, supplier or vendor, before taking procurement decisions?
Most of the customers in the ready-mix concrete business definitely do consult us in procurement decisions. I can say that this is true even for special projects like hydroelectric projects or high-rise buildings, tunnels, etc. But the contractors who are familiar with our equipment discuss more on delivery and price, since their experience with the machine is quite high. Today, the market is equally split between corporate customers and retail customers. Therefore, I would say in 60 per cent of the situation, we discuss thoroughly the project with the customer before offering the solution for machinery selection.

What is your take on the emerging trend of buying total solutions at agreed cost, instead of only equipment?
Customers are also expecting for total solutions especially those who work in remote part of the country where the site is challenged by the largest constraint to have all the parts and availability of service in the site itself. We are addressing such requirements with tailor-made after-sales support solutions to the customers.

Are Indian customers willing to pay for superior technology and performance enhancing product features? If yes, to what extent and in which aspects?
Indian customers recognise superior technology and performance enhancing product features. We can say confidently the high prices paid for Schwing products comes out of this thinking from the customer considering the long service life of Schwing Stetter equipment supported with the after-sales support and high performance when it comes to delivering projects.

What are common but significant areas most customers focus on while selecting equipment?
The customers apart from performance and after-sales support, also look for fuel efficiency of the machine and cost per cubic metre in terms of operation and maintenance. At times, customer also look for meeting the requirement to the best extent possible with standard equipment rather than going for special products.

The customers apart from performance and after-sales support, also look for fuel efficiency of the machine and cost per cubic metre in terms of operation and maintenance.