In an exclusive interaction with MediaBrief, Nirmal Lobo, CSMO of the Eyewear Division at Titan Company Ltd. (Titan Eye+), discusses the rise of premium eyewear in India, evolving consumer preferences, and the role of expert-led guidance in shaping purchases. Read on.
For years, eyewear in India was seen largely as a necessity—a prescription-driven purchase rather than a considered investment. But the market is changing. Speaking about this shift, Nirmal Lobo, CSMO of the Eyewear Division at Titan Company Ltd., says, “Rising screen time and lifestyle changes have made people far more aware of eye health, driving demand for regular eye tests and higher-quality lenses that reduce strain and improve comfort. Even when outdoors, people are constantly on their phones—multitasking with multiple gazes.”
He adds, “As our eyes do more than ever, the need for better-quality lenses has increased. Earlier, lenses were seen as just a prescription requirement; today, they are expected to support everyday visual performance.”
“At the same time,” Lobo says, “as disposable incomes rise, consumers are prioritising long-term value, opting for features like anti-glare, blue-light protection, oleophobic and hydrophobic coatings, and seeking expert optometry and trusted advice. There is also a growing preference for high-quality, scratch-resistant lenses that are more durable and perform well across varied and challenging conditions.”
Communicating value in a healthcare-lifestyle crossover
Premiumisation often works well in fashion categories, but eyewear occupies a space between healthcare and lifestyle. Addressing the challenge of communicating value and helping consumers understand why a superior lens merits a higher price, Lobo says, “Awareness levels are much higher today. At the retail store, our optometrists are well trained to educate customers. We also have tools like lens demos, both physical and digital, including lens apps for products like photochromatic lenses, which make this education even easier.”
He adds, “When purchasing eyewear, customers can easily visualise how a frame will look, but lenses are harder to judge in terms of feel and performance. That’s where in-store simulations bridge the gap. By showcasing the selected frame and lens combination together, we bring vision and fashion together, allowing customers to see not just how they’ll look, but how they’ll experience their eyewear. This builds confidence and makes them more willing to invest in the right solution.”
“But customers themselves are also far more informed,” adds Lobo. “With easy access to information on the internet, many walk in already aware of lens options and features. While customers may come in with information on the lenses, optometrists at Titan Eye+ are highly qualified to make the final recommendation based on the customer’s prescription, frame choice, lifestyle, and visual demands. That expert guidance gives customers reassurance and confidence in their purchase.”
Awareness and Brand education work hand in hand
Speaking about whether the shift toward premium eyewear is driven more by consumer awareness or by brands actively educating and shaping behaviour, Lobo says, “It’s both, and they go hand in hand. Consumers today are more aware and curious, but brands play a key role in shaping that awareness.
“In a cluttered environment of social media and websites, brands that offer clear, curated messaging help customers cut through the noise and make the right choices,” he adds. “While frames are something customers are willing to experiment with, lenses require trust. Brands build that trust, after which consumers often go online, read more, compare options, and build stronger conviction. This combination of brand-led education and self-driven research accelerates the shift toward premium choices.”
How Titan balances accessibility with quality
Addressing how the brand balances accessibility with quality—particularly in a market where affordability remains critical but expectations for quality are rising—Lobo says, “At Titan Eye+, we cater to a very wide spectrum of customers—from children as young as six to seniors over 60—and each group has different visual needs.
“Our strength,” Lobo adds, “lies in being multi-brand, multi-segment, and multi-priced. Alongside international brands, we offer Titan-owned brands that are manufactured in India, which gives us cost efficiencies without compromising on quality—something you expect from the Tata–Titan legacy.”
He continues, “We have invested in the latest free-form lens manufacturing technology, allowing us to create highly precise, distortion-free lenses, even for higher powers, while maintaining aesthetics. This helps us deliver quality at multiple price points, making good vision accessible without diluting standards.”
Upgrades and repeat purchases
Reflecting on whether consumers are upgrading faster and sharing insights on the repeat purchase and upgrade cycle of the company, Lobo says, “At an overall level, we see an average repeat cycle of around 18 months. Upgrades are much higher at the entry level, especially among young Gen Z and millennial customers. They like having options, experimenting with new styles, and upgrading more frequently.”
“In contrast, slightly older consumers—who are already purchasing Titan and international brands at a certain price point—tend to have longer replacement and upgrade cycles.”
Addressing trends in premium eyewear adoption across regions and age groups, Lobo says, “Metros continue to lead, but Tier 2 and 3 cities are closing the gap. With greater access to information, buying behaviour is increasingly consistent across markets, with consumers everywhere actively seeking quality, premium products.”
He adds, “Premium adoption is visible across age cohorts—Gen Z, early jobbers, working professionals, and the 40+ segment. Early jobbers, especially in metros, are upgrading, and mid-career consumers across India with growing disposable incomes are too. Gen Z, in particular, is also willing to stretch their wallets for smarter products when they clearly see the value.”
Premium adoption across regions and age groups
Eye testing and optometry play a critical role in influencing purchase decisions too, because the process is consultative, not transactional. “We spend time understanding the customer’s prescription, lifestyle, visual demands, and daily usage before recommending the right solution,” the comany shares. “This expert-led approach builds assurance and trust at the point of purchase, and because the product is tailored to real needs, it also leads to higher post-purchase satisfaction and confidence in the brand, which in turn improves repeat purchases.”
They adds, “Customers understand lens benefits at both stages. Before purchase, we clearly communicate the benefits through explanations, demos, and simulations, enabling an informed decision. Post-usage is where the real experience reinforces that value. For progressive lenses, we offer a money-back assurance, along with a one-year warranty on all frames and lenses, ensuring complete peace of mind and 100% satisfaction.”
The company has also backed the in-store clinic experience, which has been significantly upgraded, and it constantly re-evaluates it to keep up with consumer demands and where the industry is headed.
Stores are equipped with the latest eye-testing technology, including digital phoropters, LED vision charts, auto lens meters for spectacle power checks, auto refractometers, and lens apps that accurately measure pupil distance and fitting height. All these systems are seamlessly integrated, ensuring smooth data flow and zero-error accuracy across the eye test and dispensing process.
Expert-led eye testing builds confidence
Apart from the latest eye-testing technology and an upgraded in-store clinic experience, Titan Eye+ focuses on educating consumers about eye health. A key area of emphasis this year is myopia awareness and management, with 50% of the world population expected to be myopic by 2050 and around three crore children currently requiring vision correction.
The brand highlights preventive eye care, stressing the importance of regular eye tests even in the absence of visible vision problems, and addresses digital eye strain by showing how the right lenses can reduce fatigue.
It also underscores the importance of accurate prescriptions, lifestyle-led vision needs, long-term eye health through durable and comfortable lenses, and children’s eye health via early detection and healthy visual habits. Central to this approach is expert-led care, with trained optometrists ensuring correct diagnosis and dispensing tailored solutions.
Educating consumers about eye health
Discussing the interplay between marketing strategies and purchase behaviour, Lobo says, “Content marketing builds understanding and trust by educating consumers about eye health and vision needs, while promotional marketing drives action—together, they move customers from awareness to purchase.”
On the influence of offline versus digital channels on premium eyewear purchases, Lobo says, “Discovery increasingly happens online, and digital plays a strong role in driving consideration for premium eyewear.”
“Accordingly,” he adds, “we ensure that our online touchpoints, like social media and our website, are rich, informative, and aligned with the in-store experience, helping consumers understand both the fashion and performance aspects of eyewear before they even walk into a store. But offline, through expert eye testing, consultation, and the in-store experience, we play the decisive role in driving final purchase and upgrades.”
Lobo adds, “It also depends on what you’re purchasing—frames are more digitally influenced and experimentation-led, while lenses rely far more on in-store consultation, expert guidance, and trust built offline.”
Loyalty and retention among premium buyers
Finally addressing the question of whether premium eyewear buyers demonstrate higher loyalty and retention, Lobo says, “These are high-value customers who expect a premium experience across the entire journey. They prefer dedicated appointments or time slots and typically choose brands they trust. The purchase itself is consultative, with deep involvement from both the brand staff and the customer to arrive at the right solution.”
He wraps up by saying, “This higher level of engagement builds confidence, strengthens relationships, and ultimately results in higher loyalty and retention.”
