Singer India is not a conglomerate but a focused consumer-durables company built on a single, 170-year-old global brand that still accounts for roughly one out of every three sewing machines sold worldwide. It began operating in India in 1870, was incorporated locally in 1993, and has since expanded from its sewing-machine core into home appliances, all while being part of the SVP Worldwide group under a relationship management describes as “in spirit, in perpetuity”. The recurring approach that explains everything else is a deliberate shift from being a distributor of imported goods to a domestic manufacturer, paired with a philosophy of “value selling rather than price-led selling,” where the company constantly prunes low-margin products and channels to build a more profitable mix. # Business segments Two engines at different stages - a sewing-machine core that is the company’s past, present and future, and a home-appliances business being deliberately restructured for profitability - both sold through the same multi-channel network. ## 1. Sewing Machines: the 170-year-old core that is learning to make, not just sell **A global brand with a manufacturing awakening - the company is moving from importing zigzag and industrial machines to assembling and eventually exporting them from new Indian factories, while its straight-stitch and after-sales network defend the base.** - **The zigzag shift is structural, not cosmetic** - management calls zigzag machines “the future of household sewing machines,” and the company has begun assembling them at a newly leased factory in Bhiwadi, Rajasthan, after securing a license amendment in November 2025 that for the first time allows it to manufacture or outsource Singer- and Merritt-branded zigzag machines in India, with a plan to eventually export to SVP Worldwide’s global supply chain. - **The Jammu factory is scaling from craft to volume** - the Board approved a capacity expansion from 90,000 to 630,000 machines annually, and the plant already produces full aluminium-body, heavy-duty zigzag machines that are proudly Made in India, alongside the conventional cast-iron straight-stitch machines that remain a large industry volume but with limited growth. - **Innovation is creating a premium tier in a commodity market** - the company introduced industry-first straight-stitch machines with DSBB (Double Sealed Ball Bearing) and SLBB (Self-Lubricating Brass Bush) technology that need no external lubrication, and a ‘Link’ model that brings a superior mechanism previously used only in high-speed machines into a domestic product; these new machines collectively contributed roughly 15% of the household sewing machine category in the most recent quarter. - **Service is the invisible moat** - over 445 service centres, 238 dedicated sewing service providers, and a virtual support platform called Singer Live Assist that resolves more than 20% of service interactions through live video calls and holds a 95% perfect rating, make the brand accessible in a market where after-sales support is a genuine differentiator. - **Demand rides on tailors, government schemes and e-commerce** - roughly 50% of the Indian sewing machine market by revenue now comes from high-speed industrial machines capable of about 5,000 stitches per minute, while government welfare schemes like Pradhan Mantri Vishwakarma Yojana provide free toolkits, and e-commerce sewing machine sales grew over 50% in the most recent quarter, making Singer the number one player in the category online. ## 2. Home Appliances: a margin-reset project running on the same rails **A complementary portfolio of kitchen and home appliances being deliberately shrunk to profitable products and channels, with fans emerging as the first rebuilt category.** - **A portfolio under deliberate subtraction** - the company has been systematically removing loss-making SKUs, categories and channels, exiting low-margin modern trade dependence while launching products like the Steaminator steam generator iron and Cloud X Fan with an “e-commerce-first approach” to protect profitability. - **Fans are the first big bet** - the fan business grew roughly 50% in the most recent quarter, supported by a comprehensive range spanning economy, decorative, BLDC, TPW and exhaust models, and a network of strong distributors partnering specifically for this category. - **Outsourced today, with a factory option tomorrow** - all appliance products are currently outsourced on an OEM or labelling basis, but the new Bhiwadi factory has been flagged for future capability to assemble selected consumer appliances, hinting at a potential manufacturing shift over the longer term. - **The same channels, a different rhythm** - appliances sell through the same trade dealers, e-commerce platforms and 21 exclusive brand stores as sewing machines, but the segment has faced muted demand and tight dealer cash flows, making the portfolio cleanup a prerequisite for any volume ambition. # Group structure and partners **A publicly listed Indian company with a Dutch promoter entity, bound by a trademark and distribution agreement with SVP Worldwide - the world’s largest consumer sewing machine company - that has recently been rewritten to turn Singer India from a local distributor into a potential manufacturing exporter.** - **The promoter is a Netherlands-based holding company** - Retail Holdings (India) B.V. held 30.49% of the equity as of March 2026, with the remaining 69.51% widely held by retail investors (47.22%), institutions (20.03%), foreign investors (1.52%) and directors (0.74%), across more than 22,500 shareholders. - **The SVP Worldwide relationship is the strategic backbone** - SVP Worldwide, headquartered in Nashville, owns the SINGER®, HUSQVARNA® VIKING® and PFAFF® brands and accounts for roughly one in three sewing machines sold globally; Singer India holds the exclusive license to market and sell the HUSQVARNA VIKING® and PFAFF® brands in India, and its trademark license with Singer Sourcing Limited LLC was amended in November 2025 to grant manufacturing rights for zigzag machines and open an export opportunity to SVP Global, in return for a one-time fee and revised royalty. - **The shareholder register has been reshaped over time** - the promoter entity’s stake has reduced from over 57% through a series of divestments and a preferential issue to multiple non-promoter investors, and the current Managing Director, Rakesh Khanna, was appointed in April 2023 after previously leading Orient Electric.