### **Overview** Singer India Limited, a subsidiary of SVP Worldwide (USA), is a leading player in India’s consumer durables market with over **155 years of presence** in the country since its entry in 1870. Incorporated locally in 1993, the company operates under globally recognized brands including **SINGER®, HUSQVARNA VIKING®, PFAFF®**, and **Merritt**, combining heritage with modern innovation. It maintains a strong footprint across **sewing products** and **home appliances**, targeting both functional needs and lifestyle aspirations of Indian households. --- ### **Business Segments** Singer India operates in two core business segments: 1. **Sewing Products (Singer & Merritt Brands)** - Portfolio includes household sewing machines (straight stitch, zigzag), embroidery machines (single- and multi-needle), and industrial sewing machines. - Offers advanced technology-driven models such as: - **SE9185**: Wi-Fi-enabled, 3-in-1 embroidery, sewing & quilting machine with 7-inch touchscreen, mySewnet® cloud integration, and 150 built-in designs. - **M3330**: Globally acclaimed home sewing machine and top Amazon seller. - **DSBB/SLBB Series**: Industry-first double sealed ball bearing and self-lubricating brass bush machines for enhanced durability and low maintenance. - Also markets premium international brands **Husqvarna Viking** and **PFAFF**, targeting serious hobbyists and professional users. 2. **Home Appliances (Singer & Merritt Brands)** - Includes small and large consumer durables across six core categories: **fans, juicer-grinder-mixers (JMG), cooktops, water heaters, air coolers, and washing machines**. - Recent innovations include the **CloudX Fan** – India’s first bladeless, hygienic “nano cloud-infused” cooling fan with modern design and portability. - Focus on **premiumisation, differentiation, and eco-friendly solutions** (e.g., BLDC motors) to stand out in a competitive market. --- ### **Market Position & Financial Highlights** - **Revenue Mix (H1 FY24–25)**: Sewing Machines – 76%, Home Appliances – 24%. - Sewing machines continue to be the **dominant revenue driver**, contributing ~68–70% of total sales. - **E-commerce Growth**: Q2 FY25 saw over **40% growth in e-commerce sales**, driven by strong demand for DSBB straight machines, ZigZag models, and exclusive online SKUs. - **Q2 Performance (Nov 2025)**: - Industrial Sewing Machine segment grew by **14% YoY** despite tariff pressures. - Overall Sewing Machines revenue up **45% YoY**, fueled by broad demand and new product acceptance. - Fiscal Year 2023–24 revenue stood at **₹460.3 crore**, with 77% YoY growth in industrial sewing machines and 15% in zigzag machines. --- ### **Manufacturing & Operations** - Operates a **manufacturing facility in Jammu**. - In July 2025, secured a **license amendment from SVP Worldwide** to **locally manufacture or outsource ZigZag machines** in India under Singer or Meritt brands — previously imported. - **Strategic shift toward 'Make in India'** to improve supply continuity, reduce costs, enable export via SVP’s global network, and create local employment. - Exploring the development of a **new advanced manufacturing facility** in India to serve growing domestic and B2B demand. --- ### **Distribution & Service Network** - **Extensive Reach**: - **>10,000 retail outlets** across India. - Supported by **>6,300 dealers/distributors** (up from 1,800+ earlier cited) and 21+ exclusive brand stores. - Available on all major e-commerce platforms (Amazon, Flipkart) and direct-to-consumer channels. - **Pan-India Service Infrastructure**: - **440+ service centers** covering over **12,000 pin codes**. - Segment-wise support: 230+ home appliance providers, 210+ sewing machine service partners, including **80 dedicated walk-in sewing & embroidery centers**. - **Digital Service Innovation**: - **SINGER Live Assist**: Real-time video support for setup, troubleshooting, and demonstrations — handling ~25% of service calls. - Complimentary **in-home demonstrations** for ZigZag machine buyers. - Virtual training academy, WhatsApp support, instructional videos to educate customers. --- ### **Growth Drivers & Strategic Initiatives** #### 1. **New Product Innovation** - Launched **"link model" domestic straight-stitch machine** with high-speed mechanism for improved durability. - Introduced **colored variants** (e.g., black DSBB) and **exclusive e-com SKUs**. - Expansion into **multi-needle embroidery** and **high-speed industrial machines**. #### 2. **Government & CSR Alignment** - Active participation in **Pradhan Mantri Kaushal Vikas Yojana (PMKVY)** and **Prime Minister’s Yantra (PMY) Scheme**, supplying straight-stitch machines and accessories. - Focus on **women’s empowerment and rural livelihood programs** using sewing machines as tools for entrepreneurship. #### 3. **Skill Development** - Partners with **650+ affiliated skill centers** across India. - Trained over **35,000 students cumulatively**, with more than 6,000 trained in FY24–25 alone. - **Singer Sewing Studio** offers live interactive courses in Hindi and English, issuing recognized certifications. #### 4. **Brand Repositioning & Experience Retail** - Transitioning from **value-focused to premium, tech-enabled brand** identity. - Opened **Singer Experience Centres** in **New Delhi (Nehru Place)** and **Mumbai**, featuring: - Live demonstrations. - Immersive product interaction. - Workshops and influencer collaborations. - Plans to replicate this model across **15 existing stores and 5 new ones** in upcoming quarters. - “Rich history wall” and digital storytelling used to engage younger, aspirational consumers. #### 5. **Digital & Omnichannel Strategy** - Aggressive expansion in e-commerce with SKU count increasing from 5 to 20. - Leverages **influencer marketing**, DIY campaigns, and YouTube content (52,000+ subscribers) to promote sewing as creative self-expression. - Utilizes data-driven dealer engagements with over **1,200 partner interactions** across 15+ states annually. --- ### **Industrial Sewing Machine Segment – Key Focus Area** - Identified as a **major future growth engine** despite being under-penetrated currently. - Currently not manufacturing industrial machines in-house but holds **regulatory approval**. - Lacks full in-house technical expertise but has access to **VSM Group’s technology** through SVP Worldwide. - Exploring **joint ventures or strategic partnerships** to build capability. - **Strategic enabler**: Launch of ZigZag machines locally is seen as a stepping stone toward full-scale industrial manufacturing. - Strong **brand trust and rising acceptance** among small tailors, boutiques, and micro-enterprises. --- ### **Sustainability & Social Impact** - Promotes **eco-conscious consumption** via BLDC fans and campaigns encouraging garment reuse. - Supports **sustainable fashion and DIY trends**, aligning with anti-fast-fashion movements. - Enhances employability and financial independence through **vocational training programs** in tier 2–4 cities. --- ### **Challenges & Resilience** - Faced regulatory hurdles in FY23–24 (BIS license suspension for ZigZag machines and CSD outlet restrictions), but successfully resolved with corrective actions and reinstated sales. - Managing **global supply chain volatility, raw material cost fluctuations, and U.S. tariff impacts** on garment exports (affecting industrial machine demand). - Overcoming consumer perception of being a legacy/functional brand through product innovation and experience-led marketing.