Brands
Singer India stitches together a new sewing machine strategy
MUMBAI: Sewing, stitching and tailoring enthusiasts can rejoice. Nashville (Tennessee)-hqed SVP Worldwide – the company behind the renowned Singer sewing machines – announced on 28 November that it was launching two premium sewing machine brands – Pfaff and Husqvarna Viking – in India.
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.
Rooted in Swedish engineering since 1872, Viking delivers innovative solutions for sewing enthusiasts at all levels. The home sewing lineup includes: Onyx 15 & 25: mechanical zig zag machines designed for everyday sewing needs. Designer Topaz 50: A sewing and embroidery machine recognized as a Consumers Digest “best buy.” Its key features include: An interactive color touch screen for intuitive navigation, design positioning for perfect placement of large embroideries, and Internet-enabled updates for continuous performance enhancements.
The new brands will be available at Singer India’s newly inaugurated flagship experience & retail center in Nehru Place, Delhi. The two level store that looks like a modern day cottage spread over 1,550 sq foot has a product showcase are displaying Singer’s’s top models, including straight stitch, artisan, zig-zag, embroidery, and industrial machines; a sewing studio where workshops and classes can be organized to encourage creativity among hobbyists and aspiring designers; and a history wall demonstrating Singer’s 170 year journey like its role in crafting Nasa’s Apollo mission space suits.
21 existing stores nationwide are slated to undergo a refurbish and be converted into experience centres like the one in Delhi.
Singer India vice-chairman & managing director Rakesh Khanna is pretty excited about the three launches. Says he: “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 firsthand 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.”
Brands
Thermocool rolls out Navratri campaign on trains and stations
Nine day digital push blends devotion and storytelling for travellers
NEW DELHI: Thermocool Home Appliances has launched a high-visibility digital campaign during Navratri, turning railway stations and trains into storytelling spaces that blend culture with brand engagement.
The nine-day campaign spans key high-footfall locations including Katra, Anand Vihar, Gorakhpur, Prayagraj and Moradabad, along with the Vande Bharat Express on the Delhi-Katra route. Travellers encounter the campaign across station screens, concourses and onboard infotainment systems, making it hard to miss.
What sets the initiative apart is its narrative approach. Each day of Navratri is dedicated to one of the nine forms of Goddess Durga, with digital content explaining the significance and stories behind each day. The result is a campaign that does more than advertise, it informs and engages passengers in the middle of their journeys.
For director of sales and marketing Tanuj Gupta, the idea was to go beyond visibility. He noted that while Navratri is widely celebrated, awareness of its deeper meaning is often limited, and the campaign aims to bridge that gap in a simple and accessible way.
By tapping into high-traffic transit spaces, Thermocool is placing its message where audiences naturally gather, from busy platforms to train compartments. The repeated exposure across these touchpoints is designed to build familiarity while creating a more meaningful connection with consumers.
In a season marked by devotion and festivity, the campaign finds a clever middle ground. It turns everyday travel into a cultural moment, where storytelling travels alongside the passenger.
