Sewing machine maker Usha extends collaboration with Japan’s Janome
This collaboration underpin Usha International’s commitment to growing the technologically advanced sewing machines category in India
Haryana
The growth potential of the sewing machine category in India is humongous and is expected to double over the next decade. Looking at the demand, Usha International extended its collaboration with Japanese sewing machine company, Janome Corporation, for the next 20 years. Usha presently has a market share of 65 per cent in India, and the company plans to provide technologically superior sewing machines through this partnership to meet the increasing needs of new-age customers.
Usha Janome sewing machines are user-friendly and gives an elevated sewing experience across age groups. The Japanese technology also has been focusing on tech innovations and premium features to make the entire sewing experience seamless. “Usha’s commitment to offering user-friendly products offering superior technology is inbuilt into our corporate vision, and being world leader in sewing machines, Janome Corporation was the natural choice as a partner, when Usha wanted to expand the automatic sewing machine market in India. We started marketing their products in India in 1993 and the agreement we signed today will further strengthen our partnership and take the sewing machine industry in India to greater heights. Our aim is to grow the sewing segment with a focus on the experiential,” stated, Parveen Kumarr Sahni, President, Sewing Machines Business, Usha International.
The fast-increasing consumer base in India taking up sewing is attributed to the growing affinity to learning a life skill, to the growing DIY culture, and to consumers taking up a creative hobby that allows them to give form and face to their unique artistic expressions, and is who these state-of-the-art, user-friendly Usha Janome machines are aimed at. Today, people want products that offer user-friendly technology that aids their passions and enhance their lifestyles. Usha Janome offers best-in-class machines offering consumers a joyful experience as they up their creative skills.
Further, Usha has created a 360-degree eco-system to support and aid sewing enthusiasts through their journey into the world of learning and creating–investing in experiential marketing for building this category in India which includes teaching, easy-to-follow content, post sale demos and service, as well as tutorials on the various features of the machine including how to use the foot accessories. “At Usha, we keep our consumers at the core, constantly engaging in understanding consumers’ needs, anticipating, and even creating consumer demands for today. Our renewed collaboration with Janome is a testament to this commitment. The Usha Janome fully automatic sewing machines powered by Japanese technology are the perfect choice to bring alive one’s creativity with their user-friendly features and an increasingly acceptable price range that fits all needs and wants of our patrons,” Sahni further added.
The Usha Janome range of automatic sewing machines with Japanese technology that have helped Usha go deeper into the category offering world-class machines equipped with remarkable and easy-to-use features, comprising Straight Stitch Machines, Industrial Machines, Automatic Zig Zag Machines, and Computerised Embroidery and Quilting Machines. Among these, the hero products that have been the cornerstone of their market growth have been the hi-end Memory Craft embroidery machines that are easy-to-use, versatile, feature rich, and come with an artistic digitiser enabling consumers to customise the entire design-to-execution journey using the machine’s wi-fi compatibility with both iOS and Android systems.
