MUMBAI, March 20 -- Sewing machine manufacturer Singer India Ltd. plans to focus on premiumization and diversification into consumer products to garner a greater share in the domestic and industrial markets that are currently flooded by Chinese products.

"Today we have been able to completely reposition ourselves as a premium product," Rakesh Khanna, vice-chairman and managing director of Singer India, told Mint.

The company plans to invest over Rs.100 crore in the next three years in a new plant to increase production of zig zag sewing machines. The company raised about Rs.4.5 crore through a preferential allotment of equity shares in November, with proceeds earmarked for manufacturing facility expansion. The rest will be funded throug...