Singer eyes Indian market growth, focuses on e-commerce and brand building

Sewing machine maker Singer India expects its growing e-commerce presence in India to drive revenue growth in the coming years. The company is also working on building brand awareness in Tier 2 and 3 locations and strengthening its technology.

“Currently, e-commerce contributes over 30% to our revenue,” said Singer India Managing Director and Vice President Rakesh Khanna, reports Indian Retailer Bureau. “With a solid online strategy and growing digital engagement, we expect e-commerce to play a significant role in our revenue growth over the next two to three years.”

The brand is currently focusing on building brand awareness in Bihar, Jharkhand, Punjab, Kerala, Tamil Nadu and Karnataka. Singer India has been in the home sewing machine market for about 170 years. The global business has recently seen a surge in demand for sewing machines, fueled by the growing popularity of DIY influencers who show viewers how to re-purpose clothes and undertake craft projects at home.

To capitalize on this trend, which is also being seen in India, Singer has launched new machines. The company’s new SE9185 machine is Wi-Fi-enabled and has a color touchscreen, designed to appeal to both experienced and novice sewers, according to its Facebook page. Singer India is also working with DIY influencers to engage and inspire shoppers.

Singer India has also increased its use of technology by launching ‘Singer Live Assist’ as a virtual service that offers assistance and information to customers. This service saves on service costs and facilitates product demonstrations in more remote areas, according to Singer India.