Singer has launched PFAFF and Husqvarna Viking, two global premium sewing machine brands, in India. This expansion is part of Singer’s strategy to tap into the Rs 3,000–3,500 crore market, targeting the growing interest in sewing as a creative hobby.
Singer expands in India with global brands
Singer is bringing its popular brands—Singer, PFAFF, and Husqvarna Viking—to India. These brands are known worldwide for their quality and reliability. Together, they account for one in every three sewing machines sold globally. This launch aims to build on India’s rising interest in DIY crafting.
Innovative features of PFAFF and Husqvarna Viking
PFAFF and Husqvarna Viking come with advanced features. Husqvarna Viking offers a touchscreen for easy navigation, while PFAFF, with its 150-year-old German legacy, offers 100 stitch options. Both machines are designed for different users, from beginners to professionals, providing a range of possibilities for creative expression.
Reaching a wide range of customers
Singer is targeting a broad audience in India, from beginners to seasoned professionals. The company aims to make sewing and crafting more accessible, using these global brands to cater to a wider range of skill levels. Additionally, Singer is opening experience centres in India to enhance customer engagement.
Singer’s long-term vision for India
Singer is confident that these products will succeed in India due to the growing trend of DIY crafting. The company plans to expand its presence by opening more experience centres in other cities. This expansion will help make Singer’s advanced sewing machines available to even more customers.
Conclusion
With the launch of PFAFF and Husqvarna Viking in India, Singer aims to inspire creativity and make sewing more popular. The company’s innovative machines, combined with a strong retail presence, will help capture the growing demand for high-quality sewing products.. Singer’s commitment to expanding its footprint further solidifies its position in the rapidly evolving Indian market.
