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Singer Shifts to Appliance Focus
Jan 20, 2003
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Singer India, part of the global Singer group, is turning its focus from domestic sewing machines to industrial sewing machines and appliances. "The appliances business is going to be our thrust area this year as this is witnessing significant growth whereas the traditional sewing machines business of the company is seeing a flat growth rate for quite some time now," said V. K. Murthy, the company’s marketing manager.

The company plans to consolidate its presence in the appliances market and, therefore, will soon be extending the portfolio of its Global series home appliances which were introduced in the market toward the end of 2001. With this the company’s appliances business is expected to grow at more than double the present rate of 20 percent. Mr Murthy attributed the flat growth in Singer’s sewing business to the emergence of ready-made garments, particularly after the opening of Indian economy at the onset of last decade. But while the mushrooming of ready-made and branded garments hit the company’s domestic sewing machines business, it has also given it an opportunity to diversify its presence in the industrial sewing machines market. (The Economic Times)

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