

Singer India eyes premiumization, diversification to garner greater market share
MUMBAI: Sewing machine manufacturer Singer India Ltd. plans to focus on premiumization and diversification into consumer products to garner a greater share in the domestic and industrial markets that are currently flooded by Chinese products.“Today we have been able to completely reposition ourselves as a premium product,” Rakesh Khanna, vice-chairman and managing director of Singer India, told Mint.The company plans to invest over ₹100 crore in the next three years in a new plant to increase production of zig zag sewing machines.
The company raised about ₹4.5 crore through a preferential allotment of equity shares in November, with proceeds earmarked for manufacturing facility expansion. The rest will be funded through internal accruals, company officials said.These modern electric sewing machines make stitches in a zig-zag pattern—as opposed to a straight line.
A zig zag stitch is ideal for sewing stretch fabrics and preventing fraying on raw edges, unlike straight stitches, which mostly tear under tension.“We will focus more and more on the basics, the design assembly of the zig zag product in the greenfield project,” Khanna said. “We will be the first ones to manufacture zig zag machines in India.”The product is a key part of modernizing and premiumizing Singer’s portfolio.“Zig zag machines sell at least double the price of traditional mechanical black sewing machines,” Khanna said.While mechanical machines cost ₹4,000-5,000, electric products start at about ₹10,000.
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