CASE India launches second phase of its Project LEAD initiative in the country

CASE Construction Equipment, a brand of CNH, has introduced the second leg of its LEAD (Livelihoods and Entrepreneurship Awareness Development) project across cities in India to promote rural entrepreneurship and economic empowerment. By equipping rural youth with entrepreneurial skills, the initiative aims to decrease urban migration while simultaneously promoting reverse migration. The project focuses on creating awareness about subsidiary income generation avenues in the agriculture and infrastructure sectors through training programs conducted via a mobile training center van.

The LEAD 2.0 initiative, launched from Faridabad, builds on the success of its initial phase by targeting the youth in an additional 1500 villages located in Uttar Pradesh, Rajasthan, Haryana, Odisha, Bhubaneswar, and Jharkhand. The second edition aims to educate young talent on essential sectors for rural development, encompassing modern farming techniques and sustainable practices in agriculture, rural industries like poultry, dairy, beekeeping, and fisheries, as well as rural infrastructure with a focus on road construction and irrigation. 

Launching the LEAD 2.0 initiative, Emre Karazli, Vice President Construction Segment, APAC and AME said, “At CASE, we support inclusive growth and recognize the vital role that rural entrepreneurship plays in fostering comprehensive economic development. With LEAD 2.0, we reaffirm our commitment to giving the nation's youngsters in rural areas the resources and opportunities they need to participate in the expanding economy.”

Speaking about the project, Shalabh Chaturvedi, Managing Director, CASE Construction Equipment – India and SAARC said, “Aligning with India's vision of ‘Aatmanirbhar Bharat’, CASE has taken a significant step in enhancing the skills of rural youth by connecting them with opportunities and raising awareness. This initiative not only educates individuals in rural areas but also contributes towards socio-economic development in these regions. Through LEAD 2.0, our goal is to address unemployment, bridging the skill gap within the relevant sectors, where there is a high demand for skilled labour.”

The initial phase, LEAD 1.0, made a significant impact across 5 states and 1 union territory, encompassing 38 districts and reaching 3,113 villages. With an audience footfall of 61,981, the project saw 36,381 participants actively engaging in presentations. This widespread participation underscores the project's success in empowering rural communities and highlights the necessity of continuing and expanding the initiative.

CASE offers a comprehensive range of construction equipment in the country and is a leader in the Vibratory Compactor segment. The company's state-of-the-art manufacturing facility in Pithampur, Madhya Pradesh, produces Made-in-India products for both domestic use and export to over 100 markets worldwide.