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

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

“Currently, e-commerce contributes over 30% of our revenue,” said Singer India’s managing director and vice chairman Rakesh Khanna, Indian Retailer Bureau reported. “With a robust online strategy and increasing 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 operated in the household sewing machine market for around 170 years. The global business has recently seen an uptick in demand for sewing machines, fuelled by the increasing popularity of DIY influencers who show viewers how to rework their clothing and undertake craft projects at home.
 
In order to tap into this trend, which is also apparent in India, Singer has launched new machines. The business’ new SE9185 machine is wifi enabled and features a colour touchscreen, designed to appeal to both seasoned and beginner 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 to offer help and information to customers. This service saves on service costs and makes product demonstrations easier in more remote areas, according to Singer India.