Legacy Brands Evolving: The Case of Singer India Ltd
New Delhi [India], April 27 (ANI) – Once synonymous with reliability and traditional household values, legacy brands like Singer India Ltd—famous for their sewing machines and home appliances—are undergoing remarkable transformations to resonate with modern consumers.
The Shift in Branding Strategy
In a recent conversation with ANI, Rakesh Khanna, the Vice Chairman and Managing Director of Singer India, elaborated on the company’s strategic pivot to meet evolving consumer habits. "We want to shed our outdated image and connect with the modern generation," he emphasized, showing how the brand is innovating beyond its traditional image.
Reimagining the Product Line
Founded in 1977, Singer India has long been a stalwart in home appliances, but the company is now revitalizing its marketing strategies. As consumer preferences shift, Singer is committed to staying relevant amid rising competition from newer brands.
Embracing E-Commerce and New Designs
With a burgeoning e-commerce ecosystem, Singer is swiftly adapting to contemporary buying behaviors, meticulously listing products on various platforms. The brand, which has graced Indian homes for over 175 years, is also refreshing its product line in sync with modern tastes and technologies.
"We are crafting products that cater to the evolving needs of consumers," Khanna remarked, underscoring the dual approach of integrating digital marketing and collaboration with influencers to broaden product awareness.
Innovations for Urban Consumers
Singer recently ventured into the smart cloud cooling segment, aimed at appealing to urban dwellers demanding innovative solutions. “Our goal is to provide products that meet Western standards of quality,” Khanna said during the launch of their latest cooling technology, adding that this product is also designed to compete on a global scale.
Designed for the World Stage
"The brief was to craft a product for international markets," he explained, referencing Singer’s dedication to competing not just locally but globally. "This product can stand shoulder to shoulder with the best-designed offerings from Europe or the U.S."
Investing in Quality and Future Growth
Singer is not just upgrading its product lines for urban audiences; it is actively innovating tools meant for industrial applications. Khanna noted, “We are focusing on high-quality, future-growth products, particularly in the industrial segment.” This careful curation includes eliminating less effective items from their portfolio to focus on quality over quantity.
Market Outlook: A Booming Future
According to a recent report by EY-Parthenon and CII, India is on track to become the fourth-largest market for consumer durables by 2030, potentially generating 500,000 new jobs. The report projects a strong growth trajectory for this sector, anticipating a compound annual growth rate (CAGR) of 11%. By 2029, the market size is expected to soar to an impressive ₹3 lakh crore.
Conclusion: A Brand Reborn
Singer India’s journey of improvisation and adaptation illustrates the resilience of legacy brands. By aligning with modern consumer needs and enhancing quality and innovation, Singer is not merely surviving—it’s reinventing itself for the future. Khanna’s commitment to maintaining high product standards while reaching out to urban and rural markets alike signals a promising new chapter for this historic brand.
For further insights into the evolving landscape of consumer durables in India, read more here.
