How AMC Group Took Shape

Our story

AMC Group began in 1980, when Mr. R.P. Bothra started out importing and supplying genuine spare parts for the world's leading mobile crane manufacturers.

In 2002, the group took its next major step, entering equipment distribution through Shree Balaji Equipments Pvt. Ltd. (SBEPL) across Eastern India. In 2004, AMC Services & Engineers Pvt. Ltd. (ASEPL) was established, focusing on the spare parts and equipment services sector. It later diversified into equipment leasing through AMC Infra Rentals LLP.

Today, AMC Group counts government and private sector leaders among its clients, including Oil India, SAIL, Coal India, L&T, Tata, and Reliance.

Explore our Business

Four Decades of Growth, Year by Year

Milestone

The moments that built AMC Group, with more still ahead.

1980

The Beginning Ashok Marketing Company Established

AMC Group’s first company, Ashok Marketing Company, started its journey.

1992

First Distributorships Marshall Demag & Greaves Distribution

Appointed distributor for the Marshall Demag crane aftermarket business and for Greaves gearboxes.

2000

Growing the Client Base 100 Clients Milestone

Completed the acquisition of 100 clients.

2002

Building the Group Shree Balaji Equipments Formed

Formation of Shree Balaji Equipments Private Limited (SBEPL).

2004

Building the Group AMC Services & Engineers Formed

Formation of AMC Services & Engineers Private Limited.

2007

Service Expertise Major Overhauling Jobs

Major overhauling jobs of mobile cranes and AWPs executed.

2010

Equipment Dealership First Major Dealership: Kobelco

First major equipment dealership with the Kobelco brand, added in SBEPL.

2012

Global Partnerships Maeda Japan Sole Distributor

Became the sole distributor in India for Maeda Japan.

2016

Global Partnerships AxleTech / Meritor Service Distributor

Became the service distributor for AxleTech / Meritor.

2017

Expanding Capabilities Godrej Distribution & Logistics Hub

Became Godrej distributor for the MHE product line and created a 20,000 sq. ft. logistics hub.

2018

Expanding Capabilities Palfinger & AMC Infra Rental

Became Palfinger distributor for their complete range and started AMC Infra Rental LLP.

2020

New Divisions OTR, Lubes & Filters Division

Started the OTR, Lubes & Filters Division and inaugurated the new corporate office.

2021

Strengthening Technical Capabilities Manitou & Dana Global Service Center

Started an association with Manitou for telehandlers and became Dana’s Global Service Center.

2022

Strengthening Technical Capabilities Component Repair Facility

Set up a state-of-the-art facility for component repairs.

2023–2026

Expanding Across Equipment Segments New Dealerships & Territory Expansion

Added the Bobcat Compact Division, Franna Pick & Carry Crane dealerships, and expanded the Kobelco territory to Jharkhand.

2024–25

A New Benchmark Revenues Cross Rs. 200 Cr

AMC Group revenues crossed Rs. 200 Cr in 2024–25.

Vision, Mission & Values

What drives us

Vision

To be India's most trusted single-window partner for heavy equipment, genuine parts, and dependable service — standing behind every machine we place, from the day it's purchased through its entire working life. Whether it's mobile cranes, material handling, or construction equipment, of any brand, we want every corporate and industrial customer to think of AMC first: for the quality of what we sell and the certainty of the support behind it.

Mission

To keep India's heaviest industries running. We deliver genuine equipment, spare parts, and factory-trained service that maximise uptime, backed by a rental fleet and technical training built to scale with our customers' operations. We compete through operational excellence, a reliable supply chain, and an unwavering commitment to customer satisfaction.

Values

Trust — earned over four decades and renewed with every delivery.
Accountability — standing behind every OEM partnership and every part that leaves our facility.
Safety first — non-negotiable on every service call, every rental, every machine that goes out the door.
Customer-first — decisions start with what keeps our customers’ operations running, not what’s easiest for us.
Integrity & innovation — leading with honesty and forward-thinking solutions, building lasting success through collaboration.

The Leadership behind the group

Leadership

For more than four decades the Bothra family has guided AMC Group from a single marketing company into a multi-vertical industrial group, combining founder-led values with professional management.

R. P. Bothra Head, AMC Group / Founder

A self-made visionary in mobile crane services with 50 years of experience, credited with pioneering the group’s single-window solutions concept.

Arvind Bothra Director

A mechanical engineer heading the group’s sales function, with 20 years of experience across material handling, mining and construction machinery.

Prashant Bothra Director

25 years of experience in client handling, accounts and supply chain management, heading the group’s purchase, distribution and accounts vertical.

Rohit Babel Director

21 years of experience across diversified business, heading the group’s Tyres & Lubes division.

Anu Bothra Director

Anu Bothra leads Marketing at AMC Group, bringing 17+ years of experience across Hindustan Unilever, L’Oréal India, and Emami Ltd., driving modern brand building, digital presence, and structured growth.

Meet the leadership team