SVP worldwide picks India for singer machines hub, sets up new unit

The primary focus of the new unit would be the production of Zig-Zag and other high-end, technologically advanced sewing machines equipped with Wi-Fi capabilities.

SVP Worldwide, a multinational company headquartered in the United States and the owner of the renowned sewing machine brand Singer, disclosed its intention to establish a greenfield facility in India as part of its strategy to transform the country into a global manufacturing hub for the brand. According to the Chief Operations Officer, David Jude Rotell, the company expressed enthusiasm about its prospects in India. Rotell stated to PTI that they envisaged setting up a second manufacturing unit for Singer’s advanced Zig-Zag machines in India to serve both domestic and international markets, expecting growth in both sectors.

Rotell further elaborated, expressing confidence in the potential of the Indian market and highlighting the opportunities presented by establishing manufacturing operations there. He emphasised the collaboration with Singer India as a significant opportunity for potential future exports. Rotell emphasised that their vision extended beyond local market servicing to include the expansion of manufacturing operations in India, aiming to establish the country as one of their key manufacturing hubs.

He explained that the new unit would serve as a flagship manufacturing facility, catering to markets in North America, Europe, and potentially South America, in addition to supporting domestic growth in India. SVP Worldwide, which boasts ownership of three iconic sewing machine brands – Singer, Viking, and Peaff, holds the title of the world’s largest consumer sewing machine company, with approximately one-third of household sewing machines sold globally being attributed to them annually.

Rotell mentioned that the company was currently in the process of evaluating potential locations for the new unit, which would significantly surpass the capacity of their initial one. The primary focus of the new unit would be the production of Zig-Zag and other high-end, technologically advanced sewing machines equipped with Wi-Fi capabilities.