How one company finds new ways to grow in a competitive market

Eighteen months ago, Tata International Africa signed an agreement with John Deere Construction & Forestry as the authorised distributor for its products in Ghana and Nigeria. The addition of John Deere Construction equipment to Tata International Africa’s product lineup has enhanced the company’s ability to further meet the customer needs in a region where the company also sells and supports the John Deere Agricultural Equipment range. The success and growth in selling and supporting the full line of John Deere Construction Equipment in Ghana, including the iconic John Deere excavators, has resulted in a strategic decision to invest in developing a brand-new, full-service, flagship dealership in Takoradi, Ghana. The dealership will officially be opened in the first quarter of 2021. “Our solid reputation of supporting John Deere products sold in Africa has enabled us to make this investment. In addition, we have made successful inroads in winning market share as a new player in the industry, which is extremely encouraging. Our commitment to customer support through our Uptime strategy has benefited John Deere owners in Ghana and other countries in which we operate,” says Len Brand, CEO of Tata International Africa. “Apart from the financial investment in building this new dealership in Tokaradi, we will be creating employment in the area as well. Africa’s manufacturing, mining and quarrying sectors have played a continuous and significant role in the development of Ghana’s economy. We are looking forward to playing a part in the further development of this region’s economy,” continued Brand. The financing of heavy commercial vehicles, construction equipment and agricultural machinery presents a unique set of challenges in Africa, but the introduction of Captive Retail Finance solution, called AFCL in the region has afforded some leeway in the way credit is provided. The retail credit provider started operations on the African continent in November 2017, in Tanzania, and has since become the go-to specialist company providing captive financing solutions for customers purchasing vehicles from Tata International Africa. The company prides itself on setting an industry standard by providing a quick and easy application process and flexible payment terms for its customers. AFCL operates in a challenging environment, where access to finance solutions in the vehicle market is restricted, and where cost of ownership is a source of concern to many individuals and businesses. Since its inception two years ago, AFCL has financed more than 800 customers who, collectively, bought in excess of 1,600 vehicles and equipment. “We are obsessed with serving our customers and helping to solve problems,” says Brand. “Our policy of deep customer understanding and delivering customer value defines the way we do business, and our resourceful team is willing to go the extra mile to deliver proficient services. Because access to credit is restricted, we support customers in overcoming this obstacle by providing easy application and credit processes with novel, flexible repayment structures. AFCL’s product offering includes repayment terms in USD or local currency, loan durations between 12 and 36 months, with minimal deposit requirements. Finance is available for individuals, first-time buyers and companies looking to purchase commercial, agricultural, construction or passenger vehicles. AFCL branches currently in operation across Africa includes Tanzania, Kenya, Nigeria, Ghana and Zambia. There are plans underway to introduce AFCL in South Africa and Senegal later this year. “Tata Africa has proven that it is recognised as a leading company to be aligned to, not only as a distributor or dealer for OEMs, but also as a premium supplier and dedicated aftermarket support and service to our retail customers in Africa. We are committed to the company’s vision of building and sustaining relationships with cooperation and trust,” concludes Brand. The two companies both boast a long and proud history. John Deere is a leading manufacturer of agriculture, construction and forestry equipment with manufacturing facilities worldwide, while Tata has been operating successfully on the African continent for more than 40 years.

Tata International Africa has developed a learning and development work related skills training course for technical students, which it plans to roll out across 13 African countries over the next year. “We firmly believe that learning and development is essential for people to gain skills in order to progress in their career and even in life. Importantly, it helps build successful communities and thriving economies – all underpinning Tata’s ethos of the upliftment of people and communities,” says Len Brand, CEO of Tata International Africa. A skills and development training course to uplift skill levels of the technical workforce was set in motion. The training team at Tata International Africa created a framework of questionnaires on the needs and competency levels of technicians, for both theory and practical modules. During the creation of the framework, inputs were taken from various stakeholders such as workshop managers, country aftersales heads and training managers. The framework was finally reviewed by the various business unit heads of Aftersales, Human Resources and Business Excellence (Distribution). A pilot project on Skills Assessment and Gap Analysis for workshop technicians was recently conducted at the Tata International Africa Lagos, Nigeria workshop. A total of 37 technicians (including contract staff) were taken through the assessment tests. Competency was defined in six categories in both theory and practical tests. Both tests were mapped in accordance with a truck model sold in that particular country. The categories are: Electrical / Electronic Diagnostics Clutch and Braking system Transmission and Axles Engine Analysis General Servicing “We received very positive feedback from all the participants who were eager to enhance their skills and to put their learnings from the sessions into practice. “The training modules are currently being fine-tuned. We will also be creating new ones during the course of 2020, which will be customised for all 13 African countries Tata International Africa operates in. We look forward to rolling out the competency assessment test and training modules to all countries in the next 12 months,” concludes Brand.

Tata International Africa has contributed funds towards the building of a War Games Centre in Jinja. The centre was developed to enhance the capacity of regional armies in order to fortify their peace keeping efforts across countries such as Uganda, Kenya, Tanzania, South Africa, Burundi, Somalia and Rwanda. Ugandan President, the Honourable Yoweri Museveni inaugurated the war game centre, which was conceptualised by Indian military team for Uganda Peoples Defence Forces (UPDF). While commissioning the wargame centre at the Uganda Senior Command and Staff College in Kimaka in Jinja District, the President said, “This centre is also a great gesture of the wider cooperation and support we enjoy with the government and the people of India.” The war game centre is named ‘INDIA’ and is a type of strategy game that simulates warfare realistically, as opposed to abstract strategy games such as chess. Brigadier Ranjit Singh, Head of the Indian military team said that it is a fitting token of gratitude from the Indian community of Uganda for the UPDF, which has been the stabilising force in Uganda and the region for over three decades. He said that the landmark training aid will help make the UPDF Senior Command and Staff College a centre of excellence in the entire region and it will remain a lasting symbol of the special bond that Indians in Uganda share with UPDF and India shares with Uganda.

Tata International Africa Ghana recently played its part in the midst of the COVID-19 global crisis. The entire team from the Accra and Tamale branches worked together to deliver food parcels, face masks and hot meals to members of the Tamale community. All this was possible due to the efforts of the Tata International Africa Ghana employees who contributed money from their own pockets which was added to Tata International’s donation of $500 (US Dollars). “The employees and management of our Ghana office saw it fitting to come together and focus their efforts on ameliorating the pain and hardships of the vulnerable in their society. Food parcels containing; rice, pasta, oil, fish cans, tomatoes, beans and other non-perishables were distributed to the farmers of the Tamale region, where most of the farmers of the country are concentrated,” said Len Brand, CEO of Tata International Africa. “Witnessing the hope of many, especially the vulnerable who have been affected by the global crisis, touched us as an organisation. It is because of such dire circumstances that we felt compelled to lend a hand to the people most affected during these times. Seeing our team members working side by side to better the lives of this community, made it even more impactful. Their unselfish willingness to go the extra mile by giving of their own time and money has truly touched our hearts as an organisation,” adds Brand. The distribution of the food parcels was one of two projects that the team managed on the day, with the other being a tribute to the community from the Accra team. Again, personal contributions were utilised by the team to purchase 200 face masks, prepared 100 hot meals and 100 food parcels to the homeless and vulnerable people from the community. In total, the Accra and Tamale branches were collectively able to distribute 200 food parcels. This is only the beginning for the team, as they have committed themselves to facilitating such humanitarian efforts on a monthly basis, as and when they are able to. “No words can explain the feeling that comes with giving back. I am humbled and proud of the team and congratulate them on their unselfish commitment at this time,” concludes Brand.