Sewing paves way for learning and empowerment

India’s textile industry has evolved in many ways over the last decade. From stores established by international brands like Levis, Pepe Jeans and the likes to Fabindia’s experience centre, the sector has offered the public more than mere fabric. 

In an email interview with BusinessLine, Harvinder Singh, President of Usha International’s sewing machines and appliances segment, gives us an insight into the scope of sewing in the modern times. 

For the cloth-loving customer

There has been drastic growth in the number of people pursuing sewing, even as a hobby. 

According to a survey conducted by the firm, a large section of clientele consists of middle-aged women, predominantly those who are 35-years-and above. The target group also reside in urban India. These customers pursue the art either as a hobby or with the intention of making it a profession. 

Singh explained that children have also developed an interest towards sewing. This is often so, especially if the parent is as involved in exposing the child to such tasks.

Trends like these led to the development of machines like the My Fab Barbie, launched in 2016. This instrument is said to be meant for children who yearn to be at their creative best while sewing a garment.  

For those who wish to unleash the ‘technophile’ within, certain ‘computerised gizmos’ permit them to do so. 

The Memory Craft 15000 sewing machine

Machines like the Memory Craft 450 E - with a robotic embroidery arm and the Memory Craft 15000 - the Wi-Fi enabled sewing-cum-embroidery machine comes with a ‘designing’ software and additional features for specialised quilting. This was made possible by adopting the technology provided by the company’s principal Japan-based supplier – Janome.

The Dream Maker sewing machine

Additionally, Usha International offers a comprehensive buy-back plan as well as a hire- purchase facility and training to help them enhance their sewing skills. 

Singh also explained that innovative product launches and consistent service offerings have built consumer trust. 

Sewing in the 21st century

From the straight stitch (black) sewing machines, the company offers a wide and advanced range of devices to help create different types of clothing. More importantly, this art, as Harvinder Singh would claim, has become popular even among the youth.

Advanced machinery has motivated to create their own designs and experiment with new ideas. The firm’s automatic zig-zag sewing machines, for instance, come with enhanced features like triple strength stitch, quilting, embroidery and even darning. 

At present, Usha International sells approximately three lakh zigzag automatic sewing machines. This demand, Singh said, has grown three times over the last three years in its sewing segment. 

This year, the firm will be launching contemporary products in straight stitch machines, as well as the company would also be launching a few new products line in the automatic Zig Zag sewing machines. 

Beyond the fabric

Harvinder Singh commented that sewing machines are more than ‘stitching clothes’. They also stand for – learning, earning, creativity, hobby and empowerment. 

To do so, the company has also established a network of Silai (meaning ‘stitching’) Schools in Indian villages.  They have also opened Sewing Schools in urban India to promote sewing as a hobby. 

Apart from these initiatives, the organisation also conducts thematic workshops throughout the year to engage consumers of all ages in a one-of-its-kind experiential sewing store. This has enabled them to bridge the connection between the firm and the consumers at multiple levels. 

Hab --a one-stop experiential store which caters to urban creators

“With many young people taking up the art of sewing as a hobby with the new, high-speed automatic sewing machines, we desire to spread the ‘Joy of Creating Together’ by making available sewing-related products, technology, education and impetus,” Harvinder Singh added. 

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