To establish market leadership in the Wheel Loader segment that promises a huge opportunity in India, especially in the small and medium wheel loader, TIPL established a Marketing Distributorship Agreement with SEM for its range of wheel loaders [SWL & MWL]. The tie-up enables TIPL to offer great performing machines to customers at a competitive price. Product Support will be the key differentiator in this nascent but fast growing segment.

Founded in 1958, SEM, formerly the Shandong Engineering and Machinery Company, is located in Qingzhou City, east of Shandong province. Since SEM´s reformation, the company has adopted advanced technologies to offer superior products to enhance customer productivity and profitability.

With 50 years dedication to customer-oriented wheel loader production, SEM has over the years innovated and implemented a number of new technologies to its products - focusing on four major Customer Value Propositions - Reliability, Durability, Product Performance and Operator Comfort.

After the successful release of the new 600 series wheel loaders in September 2007, SEM has been positioned at the forefront of the wheel loader industry with its proven world class R&D process in design, testing and production. These machines are efficient and multi purpose and are used to handle bulk materials in mineral yards, construction yard roads and ports.

The SEM business will be run independently as a separate division of TIPL with it's own Sales & Service team.