Singer India Limited

What Singer India Limited does

Singer India Limited is a Delhi-incorporated public limited company (CIN L52109DL1977PLC025405) and an operating subsidiary of Singapore-based Singer Asia Limited, manufacturing and retailing SINGER- and MERRITT-branded sewing machines and home appliances in India. The company was incorporated in 1977 to take over the Indian branch of the U.S. Singer Sewing Machine Company and rebranded to Singer India Limited in 1993; the SINGER brand itself has been present in India since 1871 and globally since 1851. Its sewing range spans entry-level domestic zig-zag models (e.g., Promise FM 1408/1409, M 3330, Start FM 1304), mid-tier machines (SINGER Elegance, HD 4423), the flagship computerized SE9185 with Wi-Fi, 7-inch touch screen, 250 stitches, and 151 embroidery designs, and industrial machines (S-261, S 1377D-Y chain stitch, S-450 B, knife cutters) under the Husqvarna Topaz 50 it now distributes. Home appliances span mixers/grinders (Nutrio, Cheffy Mix), irons (Auro, Steaminator), coffee maker, induction cooktops, rice cookers, fans (Venti X 150), room heaters, washing machines, and coolers. Manufacturing is concentrated at the ISO 9001:2015-certified Jammu facility.

Name

Singer India Limited

Legal name

SINGER India Limited

Website

https://singerindia.com

Company type

Public

Founded year

1977

Operating status

Operating

Headcount range

251–500 employees

Short description

Singer India Limited manufactures and retails SINGER- and MERRITT-branded sewing machines and home appliances in India, serving households, garment manufacturers, and industrial sewing users via dealers, showrooms, e-commerce, and Amazon/Flipkart.

Ownership category

akta.pro rank

Product category

Consumer Appliances and Sewing Machines

NAICS

Sewing, Needlework, and Piece Goods Retailers (45913), Commercial and Service Industry Machinery Manufacturing (33331)

akta.pro primary industry

Sewing Machine & Serger Retail (CRALADAD)

akta.pro secondary industries

Garment Care Appliances Retail (Irons, Steamers, Sewing Machines) (CRACADAH), Craft Cutting & Sewing Technology Retail (Cutting Machines, Software, Tools) (CRALADAM)

Keywords

• Sewing machines
• Home appliances
• Domestic appliances
• Industrial sewing
• Household appliances

Headquarters

HQ city

New Delhi

HQ country

India

HQ region

Asia

Offices20 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Sewing Machines: Sale of domestic and industrial sewing machines under SINGER and MERRITT brands. Includes Zig-Zag Fashion Maker, Electronic-Embroidery, Straight Stitch, Artisan, and Industrial Machine categories.
2. Home Appliances: Sale of small home appliances including Food processors, Mixer Grinders, Dry Irons, Steam Irons, Sandwich makers, Toasters, Hand Blenders, Room Coolers, Water Heaters, Fans, and Washing Machines.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

Singer India Limited manufactures and sells sewing machines (both domestic and industrial) and a range of home appliances. The company operates under the SINGER and MERRITT brands and distributes its products through dealers, its own e-commerce channels, and major online marketplaces such as Amazon and Flipkart. It also manufactures products at its facility in Jammu and supports them through a service network across India.

Product overview

Singer India Limited offers a diversified product portfolio spanning sewing machines and home appliances under the SINGER and MERRITT brands. The sewing machine lineup includes consumer models (SINGER SE9185, M3330, HD 4423, Elegance, Promise FM series, Talent FM, Start FM, M series) and industrial machines (S-261, S 1377D-Y, S 3C-8, S-450 B, S-1404 PSF, S-101-D). The SE9185 represents the flagship computerized embroidery machine with Wi-Fi connectivity and cloud storage. Home appliances include kitchen products (mixer grinders, coffee makers, induction cooktops, rice cookers) and home climate products (irons, room heaters, water heaters, fans, room coolers). Products are marketed through showrooms, dealers, distributors, and e-commerce marketplaces including Amazon and Flipkart, with payment processing via CCAvenue and Paytm.

Differentiator

Problem solved

Functional benefit

Brands

• MERRITT: Products marketed under the SINGER and MERRITT brands including sewing machines and home appliances.

Products and services

• Domestic Sewing Machines
• Industrial Sewing Machines
• Home Appliances Range of home appliances marketed under the SINGER and MERRITT brands for Indian households.
• Merritt Brand Products Consumer products marketed under the MERRITT brand alongside the SINGER brand.
• Sewing Machine Accessories and Parts Accessories, attachments, and spare parts supporting Singer sewing machines for end users and service centers.
• After-Sales Service Service support for sewing machines and home appliances through Singer India's service network across India.

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature5 records

Partnerships

One partnership is on record.

• ELifecycle Management Private Limited (Elima)coreOthersSINGER India has partnered with M/s ELifecycle Management Private Limited (Elima), a leading Recycling and Circularity Platform in India, for responsible e-waste management. Elima enables safe collection, recycling, and channelization of end-of-life electronics across India, processing at their state-of-the-art recycling facility. Customers can call +916309953545 or email [email protected] to arrange responsible disposal of SINGER products.

Scale indicators5 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• Jack Sewing Machine: Jack is a major Chinese industrial sewing machine manufacturer with growing presence in India. Competes directly with Singer India in the industrial segment on price-performance, particularly with garment manufacturers and exporters.
• Juki Corporation: Juki is a global leader in industrial sewing machines and competing against Singer India's industrial segment (feed-off-arm, chain stitch, knife cutting machines). Direct overlap in apparel/garment manufacturing customers across India.
• Brother Industries: Brother Industries is a Japanese sewing machine and printer/office equipment manufacturer with significant sales presence in India. Competes directly with Singer India in consumer and computerized sewing machines, including embroidery-capable units with comparable feature sets.
• Usha International: Usha International is Singer India's most direct domestic competitor in India, manufacturing and selling the Usha and Janome sewing machine brands along with home appliances and fans. Comparable product portfolio (sewing machines + appliances), overlapping Indian distribution, and competing in both consumer and industrial segments.

Broad incumbents

• Havells India: Havells India is a leading Indian home appliance and lighting company. Competes with Singer India in kitchen appliances, fans, irons, and small home appliances, with a much larger overall scale and brand presence.
• Bajaj Electricals: Bajaj Electricals is a large Indian consumer durables company spanning fans, kitchen appliances, irons, and small home appliances. Competes with Singer India's home appliance segment via deeper pan-India distribution and broader appliance portfolio.
• Orient Electric: Orient Electric is a major Indian fans and home appliances company. Directly overlaps with Singer India's fans and small appliances business, and notably Rakesh Khanna (now Singer India's MD) was previously MD & CEO of Orient Electric.
• Crompton Greaves Consumer Electricals: Crompton Greaves is a leading Indian consumer durables company in fans, pumps, and home appliances. Competes with Singer India across the small home appliance and fans categories with broader brand scale.

Emerging players

• Bernina International: Bernina is a Swiss high-end sewing and embroidery machine maker with selective distribution in India. Competes with Singer India's premium computerized embroidery tier (SE9185, Husqvarna Topaz) on advanced features for professional/serious hobbyist customers.
• Pfaff (SVP Worldwide): Pfaff is a German sewing machine brand under SVP Worldwide, offering premium computerized sewing and embroidery machines. Competes with Singer India's higher-end computerized machines for the same professional/aftermarket segment.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/SingerIndialtd
• YouTubeyoutube.com/channel/UCdyb1kn_N3WIBsaTAe-Vj5w?view_as=subscriber
• Facebookfacebook.com/singerindia
• Instagraminstagram.com/singerindia_official/?hl=en
• Pinterestyoutube.com/c/SingerIndialimited
• LinkedInlinkedin.com/company/singerindia

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Singer India Limited