Is the market for embroidery machines passing through the toughest phase in India? It can be said yes, as many embroidery machines suppliers and jobworkers are facing a tough time currently. Apparel Online talked to many stakeholders in this segment and most of them were of the same opinion. There is a fall of 40 to 50 per cent in the demand of embroidery machines.
One of India’s leading technology providers in this segment, Deepak Choudhary, Founder and CEO, Aura Technologies, Noida informed, “In Indian market, it is a very tough time. One of the main reasons for the same is that embroidery is not in fashion as much as it used to be. And this is not only in garments for export, even in domestic market popularity of embroidery has reduced. So overall in market, sales of embroidery machines has been badly impacted in previous months.” He further added that import of multi-head computerized machines has seen a drastic fall. The 13-year-old company has an installation of more than 45,000 heads in India.
Kavita Ahlawat, Director, Q-One, Gurgaon renowned embroidery jobworker with 1300 heads of computerized embroidery, accepted that last year was really difficult and even couple of seasons too seemed tough. “Embroidery was always in fashion and still it is but I feel orders are shifting toward Bangladesh which is a big reason for these tough situations,” she added.
When asked about survival, newness in products and entering the unexplored markets seemed to be the main options for the companies. Like, for further growth opportunities, Aura Technologies is focusing on technology upgradation so user can add more value in products. His organization has recently developed innovative technology for glass beads. Simultaneously, he is also exploring new markets. Like recently he went to Bangladesh for the first time and is already expecting good installation of his machines in the country in the long run.
Q-One recently participated for the first time in the India International Garment Fair (IIGF). The company is also in process to work with some Jaipur-based exporters which is a new market for the company. It is also focusing on new and different kinds of embroidery.