We are world leaders in home machine sewing segment
SINGER India Limited is a renowned consumer durables company with a proud heritage spanning 170 years. Established in 1851, the company has been at the forefront of manufacturing and selling sewing machines globally. With a diversified portfolio of sewing products, small domestic appliances, and consumer durables, SINGER India remains committed to its legacy of delivering world-class products and exceptional customer experiences. In an interview with Fibre2Fashion, MD & Vice Chairman Rakesh Khanna discusses the sewing machine industry and the company’s new products.
What are the key technological advancements that have shaped the sewing machine industry in the last decade?
The sewing machine industry has witnessed significant technological advancements over the last decade, enhancing both functionality and user experience. Modern sewing machines now feature computerised systems that offer a wide range of automated functions, including storing hundreds of stitch patterns, automatic needle threading and thread cutter. Integrated embroidery capabilities have become more sophisticated, with large touchscreens and USB ports allowing users to import and edit designs directly on the machine.
In what ways has the sewing machine industry adapted to the rise of sustainable and ethical fashion trends?
The sewing machine industry has adapted to sustainable and ethical fashion trends by aligning with the eco-conscious movement. As sustainability becomes a priority, sewing allows DIY enthusiasts to reduce their carbon footprint by creating and mending clothes, and countering fast fashion waste. This necessary shift is embraced by Gen Z, who use sewing to create unique, sustainable fashion pieces, reducing the fashion industry’s environmental impact.
In response, the industry is trying to make the craft of sewing easy by providing tutorials on upcycling and repurposing materials, promoting sustainable practices within the sewing community. Adding to these trends, the recent DIY sewing movement has captivated hearts and minds globally, inspired by icons like Nancy Tyagi.
Can you describe the journey of SINGER India in the sewing products segment since its establishment and how the brand has evolved over the years?
SINGER is the world’s number one brand in the household sewing machine segment, backed by a rich 170-year legacy in the sewing machine and home appliance industry. We have established a diverse sewing machine range across the market, offering a wide portfolio of Straight Stich, Artisan, AZZ and embroidery, and now a wide range of garment manufacturing advanced industrial machines.
SINGER as a brand is present across India under the sewing machine segment. Going forward, our plan is to focus on bringing technologically advanced machines, refining our product messaging, streamlining inventory management, optimising operations, and fostering stronger stakeholder engagement.
What were the major challenges SINGER India faced in integrating traditional sewing techniques with modern technology, and how were these overcome?
I would not say there is any challenge because today India is witnessing an evolution of the sewing industry in the country.
We are seeing a growing interest in crafting and self-expression, leading to renewed interest in learning sewing as a skill. This trend is fuelling growth in the industry, and we at SINGER are committed to staying ahead of the curve.
We are launching superior and technologically advanced machines, which are Wi-Fi enabled, come with a software and app and other technologically advanced features making sewing and embroidery fun and easy. The customer is looking for easy to use, high on functionally and value for money product and we are giving all of these. We are now focusing on communicating product strengthens and this communication is helping us to break any traditional perceptions that customers may have towards sewing machines.
How does SINGER India ensure the quality and durability of its sewing machines, given its long history and reputation in the market?
We are world leaders in the home sewing machine segment, and achieving this level of recognition is only possible by maintaining high standards of quality and durability. We continuously seek ways to improve our products, and recently in India, after months of research, we introduced the world’s first Double Sealed Ball Bearing and Sintered Brass Bush technology in our classic straight machine category across the SINGER and Merritt brand names. This innovation has been met with very encouraging responses, as it makes our machines easier, smoother, and more efficient to use.
You have a broad range of sewing products under the ‘SINGER’ and ‘Merritt’ brands. How do you differentiate the products under these two brands for your customers?
SINGER as a brand is performing well in the Northern, Central, Eastern, and Western parts of the country, while Merritt is strong in the Southern region. The core of the product offering is the same across both brands; however, Merritt is specifically focused on Artisan and Straight Stitch machines.
What specific innovations has SINGER India introduced in its latest product offerings, and how do these technologies cater to both beginners and experienced sewers?
At SINGER India, our product and technology strategies are aligned, and we aim to integrate modern technologies into our product line. We have introduced global best sellers like the M3330, which is performing well on Amazon. Additionally, we are launching technologically advanced sewing cum embroidery machines that come with complementary software and wireless technology, enabling easy transfer, editing, and conversion of designs. These machines also allow for continuous monitoring of embroidery work on the consumer’s phone through an app. Our goal is to introduce technology that empowers beginners to rediscover their love for crafting and embroidery, while also enabling experienced sewers to explore and enhance their creativity with products that are feature-rich and easy to use.
How is the sewing machine industry adapting to changing consumer preferences and technological advancements, particularly in terms of incorporating smart features and connectivity?
The sewing machine industry is adapting to changing consumer preferences and technological advancements by incorporating smart features and connectivity into their products. Modern sewing machines now come equipped with computerised systems that offer a wide array of automated functions, such as stitch pattern storage, automatic tension adjustment, and real-time recommendations.
Many machines feature large touchscreens and USB ports, enabling users to import and edit designs directly on the machine. Connectivity has also become a significant focus, with smart sewing machines now able to connect to the internet and various devices. This allows for remote control via smartphone apps, access to online tutorials, troubleshooting assistance, and even project ideas, enhancing the overall user experience.
By embracing these technological innovations, the sewing machine industry is meeting the demands of tech-savvy consumers who seek efficiency, convenience, and a more interactive and personalised sewing experience.
With the advent of digital technology, how is SINGER India innovating its sewing products to cater to the modern consumer’s needs?
SINGER India is bringing technologically advanced and globally best-selling sewing machines to India. To support such launches, we are rolling out product-focused marketing campaigns. Earlier this year, we launched the M3330, a global icon and a top seller on Amazon, and ran a campaign around it. It has been voted the best sewing machine in the home segment. Additionally, our latest edition, the technologically advanced SE 9185 sewing machine, highlights our dedication to delivering cutting-edge, consumer-focused options that cater to the modern sewing enthusiast.
We have recently unveiled our new straight machines across SINGER and Meritt brand names and they now come with double-sealed ball bearings and self-lubricating brass bush technology, which have made the machines significantly powerful, efficient and durable. This innovation marks a significant technological leap forward in the domestic sewing machine category which has been introduced after nearly 100 years.
SINGER India aims to solidify its market presence by continually updating and expanding its product line to meet the dynamic needs of our consumers.
Customer service is crucial in the sewing machine industry. Can you elaborate on SINGER India’s approach to after-sales service and customer support?
At SINGER India, we are working on improving and creating an exceptional after-sales service and customer support to ensure seamless experience for our customers. We have launched ‘SINGER Live Assist’, a first-of-its-kind virtual service for sewing machine consumers across the country. This innovative service enhances the after-sales experience by reducing the turnaround time for product demonstrations, especially in remote areas. It also saves on service costs and prevents post-sales service delays, helping us to strengthen customer relationships. SINGER Live Assist is an industry first and has been felicitated with the ‘Best Use of Technology in Enhancing Customer Experience’ award at the third annual CX Excellence Awards 2024 in Delhi, organised by Quantic India – SAP.
The textile and fashion industries are rapidly evolving. How does your company stay abreast of these changes to ensure its sewing products meet current market demands?
Today, we notice a steady increase in interest among younger audiences who want to learn sewing and embroidery. It is no longer just a life skill; it has become a means of self-expression and independence, offering opportunities for fame, recognition, and financial autonomy.
SINGER India is actively collaborating with the DIY community. Previously, we ran the #CreateWithSINGER campaign, which provided a platform for creative minds to share DIY tips and tricks and showcase their quilting, embroidery, sewing, and craft projects. For the M3330, we launched the #TurnOldIntoBold campaign in February 2024 across all social media platforms. This campaign highlighted the M3330’s user-friendly design and extensive features, positioning it as the go-to choice for creative sewing projects.
More recently, we launched the #ReviveTraditions with SE 9185 campaign to promote the art of handmade creations and foster a vibrant community of creators. By aligning with these trends, we aim to attract new customers and drive sustained growth.
We are also capitalising on major trends and opportunities in the retail industry by embracing digital transformation, omnichannel retailing, and strengthening communication. Through these strategic initiatives, we are confident in our ability to navigate the evolving retail landscape and continue to deliver value to our customers.
Sustainability is a growing concern worldwide. What steps are you taking to make your sewing products and operations more environmentally friendly?
At SINGER India, we are deeply committed to sustainability and have taken several steps to make our products and operations more environmentally friendly. As part of our efforts, we launched the #TurnOldIntoBold campaign, which encouraged the DIY community to repurpose scrap fabric into new attire, showcasing the creative potential of our popular M3330 sewing machine.
Additionally, the #CreateWithSINGER campaign provided a platform for creative minds to share their DIY projects, promoting the reuse and repurposing of materials. These initiatives not only highlight the versatility of our sewing machines but also reinforce our commitment to sustainable practices.
By integrating sustainability into every aspect of our operations and engaging with our community through these campaigns, we strive to contribute to a greener and more sustainable future.
Can you share any success stories of individuals or businesses that have significantly benefited from using SINGER sewing machines?
Kavita Bisht, an acid attack survivor, exemplifies the transformative impact of sewing skills empowered by SINGER India. She established a sewing skill centre in Ramnagar, Uttarakhand, providing opportunities to students, including those who are physically challenged. Across more than 600 sewing skill centres nationwide, SINGER India has empowered rural and tier-2 to tier-3 communities, enabling many individuals to start their own small businesses.
In partnership with the Uttar Pradesh government, SINGER India has trained over 1,000 women in art and craft sewing shops in Gorakhpur and Kanpur. Winners were awarded home appliances, and all 1,150 students received a ₹1,000 voucher for enrolment in SINGER India’s live virtual classes, further enhancing their skills.
These initiatives underscore our commitment to supporting and uplifting society, fostering growth in developing regions through meaningful contributions to skill development.
What are the major challenges facing the sewing machine industry today, and how are you addressing these issues?
The sewing machine industry today faces significant challenges, particularly from unorganised players producing low-quality machines and from cheap imported machines. These substandard products flood the market, often at lower prices, misleading consumers and undermining overall trust in the industry.
There is also a considerable lack of awareness among consumers about the importance of quality, durability, and technological advancements in sewing machines, which affects their confidence in this sector.
To address these challenges, SINGER is focusing on building strong product communication that highlights our commitment to better quality, superior performance, and efficient operation.
Looking forward, what are SINGER India’s plans for innovation and expansion in the sewing products segment?
We are focused on introducing highly functional, technologically advanced machines to the Indian market.
Recently, we launched two new products—the M3330 and SE 9185—which have received a positive market response. With a clear understanding of market trends and customer needs, we are placing greater emphasis on after-sales service to elevate consumer engagement and enhance the post-sales experience.
In line with our growth strategy, we have announced plans to establish a second manufacturing plant dedicated to Zig-Zag machines, aimed at catering to both domestic and global markets, where we foresee significant growth.
Additionally, SINGER has unveiled a range of technologically advanced domestic sewing machines across India. Our new straight machines, under the SINGER and Merritt brands, now feature double-sealed ball bearings and self-lubricating brass bush technology for improved performance and durability.
Our goal is to offer high-quality, premium products to command better pricing and establish a premium position in the consumer’s mind. We are focused on strengthening our offerings, communicating our product strengths, and expanding aggressively in the Indian market.
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