Yale re-establishes presence in India

Forklift and materials handling equipment manufacturer, Yale, has signed a strategic agreement with Maini Materials Movement Pvt Ltd to represent the brand in India.

Under this agreement, Maini Materials will be exclusively responsible for the sales, service, parts and customer support for Yale’s extensive range of products in India.

The relationship between the two companies comes at a time when the Indian materials handling market is developing rapidly with increased demand for more complex equipment. Ralf Mock, Managing Director EMEA at Yale’s parent company NACCO Materials Handling Limited (NMHG), said this provided the ideal trading environment for Yale and Maini Materials Movement to offer reliable and responsive materials handling equipment in India.

“Today India is one of the fastest growing economies and is the world’s fourth largest in terms of purchasing power and there is no doubt that the materials handling market in India is changing. The Exclusive Dealer agreement between Yale and Maini Materials Movement will position the companies as the most capable to satisfy this growing need.


“Maini has always demonstrated the highest standards of integrity and sales and service excellence. As the latest member of Yale’s global dealer network the company can now provide customers with the Yale range of class leading products supported by its local knowledge and solutions expertise.”


Growth Opportunities

Maini has existing relationships with customers in the automotive, FMCG, pharmaceutical and logistics sectors and employs more than 150 service engineers throughout the country, operating from six main branches.

The link with Yale will allow Maini to expand its portfolio with products from the extensive Yale product range. With the wide choice of models, configurations and often unique product specifications in the Yale product range Maini will be able to respond to the demands of the growing Indian markets in all segments of the materials handling industry.

Most importantly the partnership between the two companies will also include the manufacture of specific Yale products within India. Mr Mock explained: “NMHG will also be providing product design and engineering expertise to enable the Maini Group to build, under license, certain key Yale products in India.

The first of the products to be launched is the successful three wheel RCF electric counterbalance forklift  truck which is scheduled to roll off the Bangalore factory production line early in 2011.”

The expertise to build these products will be provided through NMHG’s engineering centre in Pune which currently employs 45 people focused on product design, special purpose application design (SPED) and FEA analysis.

In addition to its engineering capabilities in India, NMHG also sources components from India for its plants in the United States of America and in Europe. Demonstrating its commitment to the Indian market, MNHG has implemented local technology licensing agreements with key partners to ensure customers in India can be supplied with locally sourced products and parts when required.  

Customers first

The  Maini philosophy is epitomised by its Complete Customer Care program  which will be a key driver in growing both organisations’ business in the Indian market. The program is unique in the Indian market and,  where appropriate, locates service engineers in customers’ premises where they assume responsibility for servicing and maintaining the materials handling fleet on site to agreed schedules and Key Performance Indicators.

As a result customers will see immediate benefits, from increased uptime and productivity, to a sharp decrease in its recruitment and training costs.

A proven resource

Mr Mock concluded: “There are many Yale forklift trucks still operating throughout India that were built in the 1970s and the Yale brand is still remembered for its quality and reliability.

“Everyone in Yale is excited about re-establishing the brand in the Indian market after an absence of almost 20 years. Working with the experienced and highly regarded team at Maini Materials Movement we are confident that together we will be able to position the Yale brand as the leading manufacturer of counterbalance forklift trucks and warehouse equipment in India and we look forward to a long and successful relationship with the Maini Group.”

Commenting on the appointment Simon Munn, VP Dealer Business Development said, “NACCO Materials Handling Group always looks to work with successful and forward thinking organisations that will support our brand promise to customers and end-users. To us, it is not just about identifying and signing up new dealers but more about working with business partners to build mutually beneficial relationships.

“It gives me great pleasure to have been part of the re-establishing of the Yale brand in India and the appointment of Maini Materials Movement. From the earliest discussions with the Maini team, we knew we were working with a professional organisation looking for new opportunities to grow their materials handling business.

“ It is evident to me that we have a shared goal of long term investment and success combined with a clear understanding of our mutual business strategy, trust and commitment to achieving common long term objectives.”