Rakesh Khanna, Vice Chairman and Managing Director of SINGER India
SINGER, the world’s leading sewing machine brand with a legacy spanning 170 years, announced the introduction of two premium global sewing brands—PFAFF and Husqvarna Viking—to the Indian market. With a combined legacy of over 300 years, these brands represent the pinnacle of precision, engineering, and innovation in sewing.
As part of SVP Worldwide—the world’s largest consumer sewing machine company headquartered in Nashville, Tennessee—SINGER, Viking, and PFAFF together account for approximately one in every three sewing machines sold globally each year.
Introducing the brands and their offerings in India
PFAFF:
• With its celebrated 150-year German heritage, PFAFF is known as the “Perfector of the Craft”.
• The PFAFF® Passport™ 3.0 Sewing Machine is specially designed for small spaces, featuring 100 stitches, IDT™ fabric feeding, and The Original IDT™ System Integrated Dual Feed for perfect stitching every time. This electronic home machine offers maximum control and customization for demanding sewers and quilters.
Husqvarna Viking:
• Rooted in Swedish engineering since 1872, Viking delivers innovative solutions for sewing enthusiasts at all levels.
• The home sewing lineup includes:
o ONYX 15 & 25: Mechanical Zig Zag machines designed for everyday sewing needs.
o DESIGNER TOPAZ™ 50: A sewing and embroidery machine recognized as a Consumers Digest “Best Buy”. Key features include:
• An interactive color touch screen for intuitive navigation.
• Design Positioning for perfect placement of large embroideries.
• Internet-enabled updates for continuous performance enhancements.
Both PFAFF and Viking machines will be available at SINGER India’s newly inaugurated flagship Experience & Retail Center in Nehru Place, Delhi.
Marking a pivotal shift in its retail strategy, SINGER India has launched a 1,550-square-foot, two-level flagship store that blends retail with interactive experiences. Designed to resemble a modern country cottage, the center offers:
• Product Showcases: A curated selection of SINGER’s top models, including straight stitch, artisan, zig-zag, embroidery, and industrial machines.
• Sewing Studio: A dedicated space for workshops and classes aimed at nurturing creativity among hobbyists and aspiring designers.
• History Wall: A visual tribute to SINGER’s 170-year journey, highlighting milestones like its role in crafting NASA’s Apollo mission spacesuits.
The launch of this flagship store is part of SINGER’s plan to transform 21 existing retail outlets nationwide into experience-driven hubs.
A New Era for SINGER India
Speaking at the launch, Rakesh Khanna, Vice Chairman and Managing Director of SINGER India, said: “This is an exciting time for SINGER India. We are transforming the sewing experience on multiple fronts. The launch of our Experience Center provides a unique destination for sewing enthusiasts to explore, learn, and connect. It’s a place where they can experience first hand the latest innovations in sewing technology, participate in interactive workshops, and become part of a vibrant community.
By introducing PFAFF and Husqvarna Viking—renowned for precision engineering and advanced features—we are bringing world-class expertise to India. These are not just new machines but represent a leap forward in capability and performance, empowering sewists of all levels to achieve professional-grade results.
We believe this combination of innovative retail experiences and premium brands will empower a new generation of Indian sewists while driving growth and innovation across the sewing industry.”
