Many embroidery machines suppliers and jobworkers are facing a tough time in India. There is 40 to 50 per cent fall in the demand of embroidery machines. According to Deepak Choudhary, Founder and CEO, Aura Technologies, one of the main reasons for the dip is embroidery is not in fashion as much as it used to be. Its popularity even in domestic market has reduced. Import of multi-head computerised machines has seen a drastic fall.

Kavita Ahlawat, Director, Q-One, Gurgaon renowned embroidery jobworker with 1,300 heads of computerised embroidery also accepted that last year was really difficult and even couple of seasons too seemed tough. She feels, one of the biggest reasons for this is shifting of orders towards Bangladesh

Novelty in products and unexplored markets seemed to be the main options for the companies. For further growth opportunities, Aura Technologies is focusing on technology upgradation for adding more value in products. The organisation has recently developed innovative technology for glass beads. Simultaneously, it is also exploring new markets. Like recently it forayed into 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.