Singer India expands distribution network and renovates stores to further strengthen its position, ET Retail

Sewing machine and home appliance maker Singer plans to increase its market share by expanding its distribution network and modernising all its existing stores in the country, Rakesh Khanna, VC and MD of Singer India told ET Retail.

Currently, the company holds a 20 percent market share in the home sewing machine category and plans to increase it to 25 percent in the next two years. With its newly launched digital embroidery sewing machine, the company aims to achieve a 45 percent market share in the Auto Zig Zag segment in the next two years.

“We look forward to appointing 75 distributors across India, followed by the appointment of sub-dealers,” he said.

Currently, the company has a direct presence at 2,500 retail touchpoints and an indirect presence at more than 10,000 retail touchpoints. To deepen its direct presence, it plans to strengthen its distribution network.

“Apart from that, we are also focusing on improving the profitability of the company. Last year, our profit increased by 65 percent, on the back of a gross margin increase of almost 3 percent,” he explained.

“The company’s gross margins increased due to cost reductions and the realignment of our pricing positioning in the market,” he added.

Currently, the company offers more than 100 SKUs in the sewing machines category and more than 190 SKUs in the home appliances category.

“This fiscal year, we have launched electronic sewing machines and embroidery machines, which will help position the company among the high-tech brands,” he explained.

The company plans to open its first experience center in Delhi. Based on the learnings, it plans to convert four more stores by the end of this financial year and the same will be done in all the remaining 16 stores by the end of the next financial year.

“The new store will be spread over 140 square metres and we plan to invest Rs 40 million in opening the experience store. The cost will also cover the renovation of four more stores by the end of this financial year,” he concluded.