New Delhi, India – [11/12 Nov] – SINGER, the world’s leading sewing machine brand with a 170-year legacy, proudly announces the successful launch of its first flagship experience retail center in Nehru Place, marking a significant milestone in the brand’s evolution. The inauguration ceremony was graced by the esteemed presence of Mrs. Meena Bindra, founder of Biba Apparels Private Limited, as the chief guest for the event.
Launch of PFAFF and Viking sewing machines
The premium brands PFAFF and Viking marked their debut in the Indian market alongside the launch of the experience center. Renowned for their exceptional engineering and innovative features, PFAFF machines are celebrated for their precision and versatility, catering to both amateur and professional sewists. Meanwhile, Viking sewing machines are known for their advanced technology and user-friendly interfaces, making them ideal for creative enthusiasts looking to elevate their sewing projects. With this introduction, SINGER India is excited to expand the options available to its customers, providing them with top-tier tools that inspire creativity and enhance the crafting experience.
Rakesh Khanna, Vice Chairman and Managing Director of SINGER India, echoed this sentiment: “We are excited to stitch together a new chapter in the Indian sewing landscape. With the grand opening of our immersive experience store, we’re not just introducing cutting-edge sewing technology, but also bringing the world-renowned expertise of PFAFF and Viking to India’s doorstep. We believe that every stitch tells a story, and we’re empowering Indian creators to craft truly exceptional narratives with unparalleled access to quality, innovation, and a truly differentiated sewing experience.”
Mrs. Meena Bindra, founder of Biba Apparels Private Limited, stated, “This center is more than just a store, it’s a celebration of creativity and craftsmanship. SINGER has always empowered individuals to express themselves through sewing, and I’m thrilled to see such an innovative approach that encourages the next generation of designers. The new store embodies SINGER’s commitment to creating an interactive space that enhances the sewing experience”.
Premier Sewing Machine Collection Under One Roof
The experience center features a curated range of SINGER’s top sewing machine models, including three straight stitch machines, three artisan machines, nine ZZ stitch machines, two embroidery machines, and one industrial model. This diverse collection allows customers to explore options for both personal and professional use, all under one roof.
Learning Space for Future Designers
At the heart of the center is a dedicated sewing classroom designed to nurture creativity among hobbyists and aspiring apparel designers. Customers will have the opportunity to participate in hands-on workshops, take advantage of on-site embroidery services, and engage with experts to enhance their sewing skills.
The Experience center is designed to resemble a modern country cottage, the store’s aesthetic highlights the vibrant fabrics and threads that accompany SINGER’s innovative machines. This exclusive experiential space marks a commitment to the Indian market, ensuring that customers have access to the best brand information and services to make informed choices.
The launch of the SINGER experience center is set to redefine how customers interact with the brand, enabling them to connect with its design and innovation-led portfolio in an engaging and intimate setting.
About SINGER India
Established in 1851, SINGER India Limited is a leading consumer durables company known for its world-class sewing machines and diversified product portfolio. Headquartered in New Delhi, SINGER operates through an extensive network of showrooms, distribution channels, and after-sales service centers across India. For more details, visit: singerindia.com.
For further information, please contact:
Nisha Tiwari – ntiwari@singerindia.com
Juhi Jaitly – juhi.jaitly@bcw-global.com