New Delhi : Usha International Limited (USHA), the largest Indian sewing machine company, with a market share of over 50% in the organized sector, has cemented its ties with Janome Sewing Machine Co Ltd. (JANOME) of Japan to bring the JOY of personal creativity to the region.

This renewed relationship, through a 20 year cooperation agreement, will ensure extensive promotion of Japanese technology driven USHA JANOME (UJ) sewing machines all across India and in select countries abroad including Sri Lanka and Bangladesh. These products are easy to use, and are within an increasingly acceptable price range as evidenced by exponentially increasing annual sales. From 70,000 machines sold this year, next year’s sales are expected to exceed 100,000 machines.

Mr. Siddharth Shriram, Chairman USHA, said: “Over several years we have developed the category of automatic USHA JANOME sewing machines in India. We intend to forge deeper ties with our partner JANOME to elevate the experience of stitching to an art, for the young as well as mature customers alike, be it home makers, young girls, grandmothers or professionals. The marketing initiatives that are being undertaken to achieve this includes television films, press, magazine and radio advertising, extensive point of sale material, product demonstrations across cities every month including in homes, a separate website for USHA JANOME, a mobile van campaign reaching about 16,000 villages (soon to be doubled), over 600 sewing teaching schools, haberdashery sewing accessories stores, and participation in exhibitions and high profile events. The total marketing expenditure this year will exceed Rs.18 crores (US$ 4.1 million).”

Mr. Hachiro Makabe, President of Janome said: “We see a great opportunity in the Indian market. Everyone seeks products with even better technology to enhance their lifestyles. USHA JANOME machines will offer people the chance to expand their creativity and experience even greater enjoyment through sewing. We are happy with the initiatives taken by USHA and commit our fullest support in a joint effort to bring benefits to the peoples of India.”