Digital Image watermarking is one of the most active and challenging subjects in the information hiding research because it is an efficient solution to protect the copyright of the digital media. This paper proposes a new robust watermarking approach based on the selection of singular features of host image into which the watermark has to embed. The host image initially subjected to a normalization process to find the invariant features and then the obtained invariant features are subjected to Integer Wavelet Transform ( I. INTRODUCTION Digital Image Watermarking [1,2] is the process of insertion of image watermark in media content and its extraction, ifrequired, for authentication or ownership verification ofmedia content. A digital image watermark is a piece of informationthat is hidden directly in media content, in such a way thatit is imperceptible to a human observer [3]. Different types of watermarkingmethods for digital contents have been developed thatare classified into different categories depending upon theuse and the requirement of information required for theextraction/detection of watermark. To check the authenticityof a digital content fragile watermarking is used while, forthe purpose of copyright protection, robust watermarking isutilized. This classification is application-dependent. Basedon the information required for the extraction/detectionprocess watermarking schemes can be classified into blind,semi-blind, and non-blind categories. Also, one more categorizationis possible depending upon the domain of embeddingof watermark: spatial and frequency. A detailed reviewof watermarking schemes can be found in [4,5]. In digital image watermarking, there will be a common problem rises at embedding phase. i.e., the optimization of embedding constant. This constant varies from image to image and also varies based on environments. Hence there is a need to optimize embedding constant such that the watermarked image must be robust and imperceptible to any type of environments. Generally, the artificial intelligence techniques such as Genetic algorithm (GA), Particle swarm optimization (PSO), Ant colony optimization (ACO) etc., techniques will be used for optimization purposes. In [6], a novel watermarking approach was proposed by combining the both GA and PSO to obtain an improved performance in watermarking criterion. However, [6] decomposes the image through the most popular Discrete wavelet transform (DWT) which is having main problem of information loss. Due to the down sampling process in DWT, the extracted watermark and also the host image can't recover entire information. Thus, the quality of the watermark will be reduced. In [7], a block based watermarking is proposed based on Discrete Wavelet Transform (DWT) and Singular Vale decomposition (DWT). Initially, the host image was divided into the blocks of size 8X8 and then processed for DWT. From the obtained sub bands, the approximation band was subjected to SVD. Similarly all blocks are processed and the largest singular value is sele...