CR Powered by Epiroc (CR) is part of Australia’s world-class mining engineering industry. The company’s high-tech castings enable the buckets on mine-site machines to operate more efficiently and productively. Best-in-class status means CR now exports to mining companies around the world.
In 2024, CR made a strategic decision to enter the Indian market. With the assistance of Austrade advisors, CR started networking with India’s mining industry and rapidly signed a contract with one of the country’s prime steel businesses.
‘Austrade swung open the doors to big companies for us,’ says Johnny Cates, Senior Business Development Manager, CR. ‘If an Australian company like ours went cold into India, it would take years to get going. We got our first deal done in 6 months.’
Niche engineering in Australian METS
Founded in central Queensland in 1979 – and formerly known as CR Mining – CR supplies the global mining industry with specialist technology and equipment. The company makes cast lips and ground engaging tools (GETs) that can be fitted to the buckets of mine-site excavators, wheel loaders and rope shovels.
CR’s genius is to engineer lips and teeth that are extraordinarily resilient. With its own foundry in Maryborough, Queensland – and other foundries around the world – the company has established a global competitive advantage.
‘Our cast lips and GET equipment lasts 2 to 4 times longer than many competitors’,’ says Cates. ‘They increase productivity in all digging conditions: from coal mines where the coal is soft, to lithium mines where the ore is very abrasive.’
Unearthing opportunities in India’s fast-growing mining sector
One export market that has rocketed in importance is India.
‘India’s mining sector grew by 7.5% over the last financial year,’ says Cates. ‘India has approximately 1,500-plus operating mines, and iron ore production is at a record high. Today, the mining sector is crucial to India’s industrial and economic growth.’
CR credits the Australia-India Economic Cooperation and Trade Agreement for improved trade between the 2 countries.
‘The trade agreement has made a big difference,’ says Cates. ‘Around 85% of Australian goods exports to India are now tariff-free.
‘What’s more, the trade agreement creates a focus on growing relationships for METS companies. That helps us introduce our technology.’
CR’s high-tech equipment enables mining companies to operate more efficiently and productively.
Swift negotiations and a quick contract
Within a few months of arriving in India, CR began detailed negotiations with one of the largest mining companies in India.
‘We won our first deal within 6 months,’ says Cates. ‘We will now trial one of our most advanced cast lips at a prominent iron ore site in Odisha.’
Cates says his company’s technology will help improve productivity and safety on mine sites in India.
‘Our single-cast lips can be used on large, 100- to 1,000-tonne excavators,’ he says. ‘With a longer wear life, the machines need less maintenance and operating costs are lower. This means increased productivity on mine sites across India.’
Find out more about CR’s success in India in this video.
Austrade connections open doors to India’s mining industry
CR’s rapid progress is due to intelligent networking.
‘Since we landed, we have established over 30 new relationships with public and private entities,’ says Cates. ‘We have submitted more than 30 proposals and held more than 100 face-to-face and online meetings.’
Cates credits Austrade for making rapid progress in a new market.
‘The Austrade advisors gave us incredible market intelligence,’ says Cates. ‘They advised us on culture, on how to approach deal flow, and on negotiating tips. They also arranged attendance at global mining conferences and exhibitions, and one-on-one meetings.
‘Austrade has a powerful team in India, and they made a phenomenal effort. We are very grateful for the help they have given us.
‘The High Commissioner came and visited us on our stand at the International Mining & Machinery Exhibition (IMME) in Kolkata last year,’ he adds. ‘He was happy to be photographed with us. That sort of attention from Australia’s top diplomat gives us kudos and credibility.’
Improving safety and sustainability
CR is set for rapid commercial growth in India.
‘India is really focused on productivity, safety and sustainability and that’s what we bring to the global mining industry,’ says Cates. ‘Also, the market is open to digital solutions. We have new technology solutions that help excavators, wheel loaders and rope shovels fill their buckets with an optimum load. This helps reduce emissions.
‘I had my first dealings with Austrade here in India,’ he adds. ‘Our experience means we are now working with Austrade advisors in other parts of the world, including Saudi Arabia and across Asia.’
Go further, faster with Austrade
Austrade’s Go Global Toolkit helps you learn the export basics, find the right markets and understand market requirements.