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ushainternational.com
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In a country where small towns still decry women competing with men and where double income is a
desirable solution to bridging income gaps, a sewing machine offers a fine compromise. It makes dreams
come alive. The central part of this dream is Usha a company that understands that while sewing may
be a hobby for some it is a livelihood for others. This brand is the market leader in the sewing machine
market in India.
one-stop shop for everything related to fashion,
gifts, accessories, books and home dcor and is,
perhaps, the first attempt by a corporate in
India to institutionalise the concept of sewing.
The Usha sewing school network, which
started in 1950, includes centres run directly by
the company, the army welfare board and
centres run by individuals who are affiliated to
the Usha sewing school network. These schools
offer a viable vocational option and are
professionally managed. Two more categories
are being added to this segment. High-end
revenue generating schools and Silai Ghars are
being opened. It is expected that deserving
women in villages will achieve empowerment
and earn their own livelihood.
Promotion
The sewing machine market is, at once, both
disparate as well as fragmented. It stretches
across India in small isolated pockets which
necessitate a complete review of what might be
normal communications activities. While press
and television form part of its above-the-line
package, several initiatives like radio, theatre and
direct reach programmes help to focus sharply
and eliminate media wastage.
Live demonstrations are an important part of
this communications strategy with the UshaJanome (UJ) effort being supported, additionally,
by more than 100 UJ promoters who organise
tent activities in carefully chosen markets. The
live range of UJ products is demonstrated and
Brand Values
History
Achievements
Market
India is a conservative, tradition-bound country.
While in the current economic scenario a
double income is deemed to be desirable the
traditionalists in at least, smaller towns and
villages decry women competing with men in
the market place. To bridge the income gap and
sometimes to fulfil domestic needs women take
up assignments they can accomplish in their
own homes and at their own time.
One significant breadwinner is sewing. This
saviour of many families brings Usha upfront in
the consideration set. Here, in a run-off with
other brands Usha scores convincingly. Today,
this powerful brand has more than 1500 dealers
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Product
It is extraordinary the number of things a
sewing machine is expected do. As this 'to-do'
list has increased so to have the complexities of
the machine itself. In this hotbed, Usha offers a
dazzling range to address these applications.
While the company's sewing machine business
has been built on straight stitch machines
(conventional sewing machines), its present
business in India is fast evolving to automatic
machines. These machines deliver on the
multiple demands made upon them: a free-arm
for circular stitching, built-in cams, a colour-
new initiatives,
sewing schools
and new
courses, in
order to keep
them abreast
with the new
developments.
Usha
participates in
almost all
important
exhibitions such as the IITF (India International
Trade Fair) and the GTE (Garment
Technology Expo).
While the common man dreams of economic
emancipation, Usha dreams of fulfilling their
dreams. It strives to go beyond business and
builds bonds with people from all walks of life.
The Silai School Project of Usha International is
an initiative that reaches out to women who live
in some of the most far-flung places in the
country. Presently, Usha has about 1000 silai
schools in sixteen states with more than 25
NGO partners.
This programme ensures that women from
rural communities are provided with a sewing
machine and empowered with skills to earn a
living. Additionally,
they are also
taught standard
maintenance
know-how so they
can increase their
incomes even as
they stay at home
in their villages.
Recent Developments
Usha makes dreams come alive. Setting up a farreaching service network in order to provide
the finest service to its customers and offering
superior technology has literally made the
company into a household name.
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