Singer Expands Market Presence with Launch of PFAFF and Husqvarna Viking Sewing Machines in India

Singer, a prominent name in sewing machines, has introduced two premium global products, PFAFF and Husqvarna Viking, to the Indian market. This move is part of an effort to tap into a market valued at approximately Rs 3,000-3,500 crore. Rakesh Khanna, Vice-Chairman and Managing Director of Singer India, stated that these tech-enhanced machines aim to boost growth in existing categories while promoting sewing as a creative hobby.

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SVP Worldwide, the largest consumer sewing machine company based in the US, owns these three iconic brands: Singer, Viking, and PFAFF. Together, they represent about one-third of all sewing machines sold globally each year. Khanna emphasised that with the introduction of these brands and new-age machines, Singer aims to expand its reach and popularise sewing and crafting as a hobby.

Innovative Features of Husqvarna Viking and PFAFF

Husqvarna Viking offers advanced features like an interactive colour touch screen for easy navigation. It also includes design positioning for precise embroidery placement and internet-enabled updates for continuous performance improvements. Meanwhile, PFAFF boasts a 150-year-old German heritage and is designed for compact spaces with 100 stitch options.

Initially, Singer plans a cautious sales approach but remains optimistic due to the global success of these brands and India's growing DIY trend. "Our target audience is incredibly broad," said Khanna. It includes sewing enthusiasts of all ages and skill levels, from beginners to seasoned professionals.

Singer has also opened a new experience centre aimed at redefining the sewing retail experience. The company plans to expand this concept to four more cities by March 2025. This initiative will make innovative and inspiring spaces accessible to more people across India.

Singer India was established in 1851 and operates through a network of showrooms and distribution channels. The company is committed to enhancing its presence in India by introducing these premium products and expanding its retail footprint.

Khanna expressed confidence in the long-term potential of these brands in India. He noted that the introduction of PFAFF and Husqvarna Viking aligns with Singer's strategy to cultivate sewing as a creative pursuit among diverse audiences.