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JCB becoming like Xerox - synonymous with product

Friday, 13 December 2013 - 9:26am IST | Place: Mumbai | Agency: DNA

Some brands end up being synonymous with the products they sell and eventually turn out to become generic connotations for them. Take Cadbury, for example, which is pretty much how many Indians refer to any chocolate bar, or Xerox, for photo copies.

In construction and mining sector, it seems JCB is fast becoming that kind of brand. It is probably not just the huge visual association that JCB’s products have with their very typical ‘construction-yellow’ attire, but also that JCB is fast becoming the preferred brand.

With almost 25,000 machines sold yet, JCB’s Indian operations are also turning out to be a hotbed for the export market. In 2011, the company shipped 330 machines, 900 in 2012 and by the end of 2013 that number is set to rise to 1,700 – a growth of almost 500% in three years.

With operation costs being the driving force for all research and development,  JCB offers 15-20% more savings compared with rival machines, according to a survey conducted by the manufacturer itself. These savings are directly linked to the ecoMAX engines which are not only more fuel efficient but also cleaner being BS3 compliant. This results in savings of almost Rs 3.5 lakh over a span of three years on fuel and maintenance costs alone.

The ecoMAX powerplants also help reduce the company’s carbon footprint tremendously, along with innovative manufacturing processes and plants that have very low environmental impact.

Water catchment areas for maximum rainwater harvesting, portable organic waste treatment plants to generate alternate fuel are some of these initiatives which will be incorporated at JCB’s upcoming Jaipur facility.

Vipin Sondhi (pictured), MD and CEO, JCB India, said the Jaipur facility will have the best in green manufacturing principles incorporated.

Also, with technologies like Livelink, which was showcased at EXCON 2013, JCB owners are now empowered with real time management tools that help them monitor their fleet’s location, maintenance schedules, down time, machine hours, status and whole lot more from any remote location through the internet.

At EXCON, JCB unveiled 19 made-in-India, made-for-India machines in various applications including upgraded backhoe loader, tracked excavators, loadalls and skid steers.


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