Singer India to expand distributor network, upgrade stores to further strengthen its position, ET Retail

Sewing machine and home appliance maker Singer plans to increase its market share by expanding its distributor network and upgrading all existing stores in the country, Rakesh Khanna, CEO and Managing Director, Singer India, told ET Retail in an interview.

The company currently has a 20 percent market share in the home sewing machine category and plans to increase it to 25 percent in the next two years. The company, with its newly launched digital embroidery sewing machine, aims to achieve a 45 percent market share in the Auto Zig Zag category in the next two years.

“We want to appoint 75 distributors in India, which will translate into appointing more sub-dealers,” he said.

The company is currently present in 2,500 retail touchpoints directly and in over 10,000 retail touchpoints indirectly. To deepen its direct presence, it plans to strengthen its distribution network.

“In addition, we are also focused on improving the company’s profitability. Last year, our profit increased by 65 percent, thanks to a nearly 3 percent increase in gross margin,” he said.

continued below

“The company’s gross margins increased thanks to cost reductions and repositioning our pricing policy in the market,” he added.

Currently, the company offers over 100 product lines in the sewing machines category and over 190 product lines in the household appliances category.

“This fiscal year, we launched electronic sewing machines and embroidery machines, which will help us strengthen our position among high-tech brands,” he said.

The company plans to open its first experience centre in Delhi and based on the information gathered, it intends to upgrade four stores by the end of the current financial year and repeat the upgrade in the remaining 16 stores by the end of the next financial year.

“The new store will be 141 square metres in size and we plan to invest Rs 4 crore in opening the experimental store. This cost will also include renovation of four more stores by the end of this fiscal year,” he concluded.