Usha’s high-tech Sewing Machines business winning big in Kerala, Karnataka, & AP

The company’s range of specialized fully automatic sewing machines has seen a huge surge in sales led by the southern states 

May 12, 2022 : Usha International, India’s leading consumer durables major and the pioneer in the sewing machine category in the country, clocked double-digit growth in fully automatic (white) sewing machines in FY 2021-22, with southern states like Kerala, Karnataka, and Andhra Pradesh leading the growth for the category. Commanding a 65% market share in the category currently, Usha has been at the helm of developing the market of white sewing machines in India.  

On closer analysis, the pandemic has prompted several artistic pursuits and quilting is one of the most popular activities, led by the southern states. The tradition of elders in the family designing quilts had an added layer during the pandemic – that of making masks and blankets to be donated. The company witnessed this surge in demand for sewing machines amidst the pandemic, and leveraged it further with strong marketing initiatives, direct consumer initiatives, and becoming a part of the rapidly growing DIY culture. 

Usha International is committed to introducing technologically superior sewing machines to cater to the evolving needs of the new-age consumers. As part of this ongoing effort to grow the Indian market the company recently renewed its contract for the next 20 years with Janome Corporation, Japan, the world’s largest, technology-driven sewing machine manufacturer. 

In fact, Usha International’s sewing machines business grew 12-15% last year, far ahead of the industry which saw a slow growth of 2-3%. The growth of the industry at large, paired with the growing DIY culture and resurgence of sewing as a creative hobby, has spurred growth for Usha International’s sewing machine business in India, enabling the company to outpace the industry. 

Commenting on the growth, Mr Parveen Kumarr Sahni, President, Sewing Machines Business, said, “We are committed to unlocking the true potential of the category by offering user-friendly sewing machines that are superior in technology. Our focus on experiential learning and creating a 360* eco-system is a big part of popularizing trends like DIY, skilling, and personalization that help us connect in a meaningful manner with our new-age shoppers. The recent partnership with Janome Corporation is a reiteration of our commitment to growing the category in India and scaling newer heights”.

If we look at the automatic sewing machine category, it has evolved really fast, and today sewing machines are state-of-the-art machines boasting high-end tech features that are user-friendly and allow for creative expression like never before, all-in-all culminating in a rich and enjoyable experience for consumers. To add value to the consumers’ journey, Usha has created a 360-degree eco-system to support and aid sewing enthusiasts in their journey into the world of learning and creating – investing in experiential marketing for building this category in India. This 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.

The growth potential of the sewing machine category in India is humongous. This increase can be attributed to the mounting demand for fabric by industrial and domestic end-users. Usha International aims to leverage this by further growing its fully automatic sewing machines business which is expected to double in the next decade or so.   

Usha Janome’s range of automatic sewing machines with Japanese technology has helped Usha go deeper and wider into the category, offering world-class machines equipped with remarkable and easy-to-use features that cater to both the needs and budget of all consumers. Usha’s range comprises Straight Stitch Machines, Industrial Machines, Automatic Zig Zag Machines, and Computerised Embroidery and Quilting Machines.

For more information, please visit www.usha.com or ushasew.com

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PEPPERFRY LAUNCHES TWO NEW STUDIOS IN BANGALORE, KARNATAKA

STRENGTHENS ITS OMNI CHANNEL PRESENCE IN SOUTHERN INDIA

KARNATAKA, March 10th , 2022 : Pepperfry, India’s No.1 furniture and home products marketplace, announced the launch of two new Studios in Bangalore. The offline expansion is in line with the company’s aim to penetrate niche markets and build the largest omni-channel business in the furniture and home products segment in India. Pepperfry, which launched its first Studio in 2014, currently has 100 plus Studios across 50 plus cities in the country. South India, which forms the biggest market for Pepperfry, alone, houses 35 Studios across Bangalore, Chennai, Hyderabad, Mangalore, Kochi, Trivandrum, Kozhikode, Coimbatore, Vizag, Madurai, Kottayam, Kollam, Salem, Gulbarga, Trichy Vellore, Secundrabad, Vijayawada, and Chittoor.

The two new Studios in Bangalore are situated in prime locations at Electronic City and Battarahalli, spanning a carpet area of 1000 and 400 sq.ft respectively. Both the studios are launched in partnerships with SSVR Enterprises at Electronic City and Haritha Enterprises at Battarahalli. The Studios offer customers a first-hand experience of a curated range of furniture and décor, which is carefully selected from the differentiated portfolio of more than 1 lakh products available on Pepperfry’s website. These Studios provide the touch and feel experience for consumers to understand wood finishes and quality of these big-ticket items before purchasing them. It also houses design experts that offer complementary design consultancy thereby aiding consumers in creating their dream homes.

Building on their omni-channel network, in 2017, Pepperfry introduced a unique franchise model and in a very short span they launched 70 FOFO Studios across metros, Tier 2 and Tier 3 markets like Pathankot, Trivandrum, Patna, Bengaluru, Indore, Chennai, Guwahati and Coimbatore. For these Franchise Studios, Pepperfry decided to partner with the finest local entrepreneurs who are well versed with hyperlocal demand cycles and trends. The company revised this franchise model in 2020 to make it more lucrative for both existing and potential franchise partners. It now offers a reward structure wherein the franchise owners can benefit by earning commission of 15% (previous model: 10%) on each online transaction made via the franchise studio.

In June 2021, Pepperfry launched the Pepperfry Accelerator Program with an aim to establish over 200 Studios in one year. The objective of this newly crafted program is to exponentially expand Pepperfry’s offline footprint by adding one entrepreneur a day for the rest of the year. However, the big differentiator of the new program is the Capex required by franchise partners, which is around INR 15 lakhs – one-third as compared to the existing franchise program.

Both the models are based on 100% price parity and does not require the partner to hold product inventory, making it a mutually beneficial business association.

Speaking of the launch Amruta Gupta, Business Head, Pepperfry said, “We are delighted to expand our omni-channel footprint by launching two new Studios in Bangalore in partnership with SSVR Enterprises and Haritha Enterprises. With this, we now have 13 Pepperfry Studios in the city. At Pepperfry, our aim is to be available to our customers through as many touchpoints as possible, offering great variety at great price points. Thus, in the current times where individuals have become more conscious towards their home-environment and are investing behind creating a space that is functional and aesthetic, we believe our Studios will aid consumers in creating an ideal home.”

Vaishnavee Subramaniam & Guruprasad Soundarrajan, Owners, SSVR Enterprises said, “We have been in Franchise Partnership with Pepperfry since 2019 and own 2 Pepperfry franchisees in Coimbatore & Chennai. This is our 3rd franchise studio with Pepperfry and we are happy to partner with India’s leading home and furniture marketplace. Pepperfry has pioneered a truly differentiated omnichannel business and we are glad to join them in their journey to create the largest omnichannel home and furniture business.”

Vimal Kumar Jain, Owner, Haritha Enterprises (franchise partner) further added, “We are extremely happy partnering with Pepperfry and being a part of their journey in building the largest omni-channel business in the furniture and home products segment in India.”

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