It is because of this huge grey market in the unregulated sunglasses industry that it's difficult to point out the exact size of this market. But here are some indications of its large proportions. According to Harsh Chopra, managing director, Ray Ban Sun Optics India Limited, 3 to 4 lakh pieces (premium range, Rs 2,000+) get sold annually. Luxottica, the leading global eye wear company, has a Rs 40 crore business in India. Out of a total of 20 sunglass brands, it has successfully launched around nine of these like Ray Ban, Versace, Chanel and Bvlgari in India. Encouraged by the market response, in fact, this year they've launched yet two more brands, Prada and Arnette.
Today, the lifestyle-driven Indian does not blink while buying glares that could cost anywhere between Rs 2,000 to Rs 60,000. "A decade ago, Ray Ban was the only well-known and affordable international brand," observes Kamran Ejaz of Seventeen Arcade Opticians, Delhi. "Now, people spending Rs 3,000-4,000 on a pair of shades is common," he says. Ejaz gets college-going students who have saved up money to buy a sexy pair of shades as customers. While Ray Ban continues to be a market leader, brands like Ferragamo (Rs 9,000+), Prada (Rs 12,000-14,000), Armani (Rs 7,500+), Vogue (Rs 3,500+) are fast picking up as the preferred eyewear brand.
Surface detailing is more than skin-deep now. With customers willing to pay thousands for those crystallised appellations on the lenses, a Swarovski P for Police, the characteristic Versace head on the temples, pearls set on the rims of a Dior. "People are demanding sunglasses with both technical and aesthetic innovations. They want their pair of shades to protect their eyes at the height of the summer as well as make them stand out in a crowd," says Karan Veer Malik of Punjab Optical House, Green Park, Delhi. In fact, Cartier, Bvlgari, Mont Blanc and Swarovski are often marketed as eye-jewellery brands.
But if you want to be noticed for not just taste but expensive taste this summer, look no further than Cartier. At present, the most expensive brand of sunglasses in the world, Indians are no longer shopping for it on their trips abroad. Cartier is firmly here now, with glares that cost anywhere between Rs 36,000 to Rs 62,000. But for those who want a (relatively) less pricey, yet, equally bejewelled look, Salvatore Ferragamo's Maharani model can be an option.The big, black frame of this India-inspired design is beautifully contrasted with an ornamental design on the temples made with Swarovskis.This vintage beauty costs Rs 20,000. A complete contrast from the Maharani is Ferragamo's Picnic, which has hand-crafted multi-coloured flowers and leaves the Italian Rafia work. Meant for a freewheeling spirit, each pair takes 25 days to make and comes at a cost of Rs 18,900.
In case colours and crystals are too loud for your taste and a solid sporty frame is more like you then Oakley might be what you are looking for. It's a brand endorsed by most of our cricketers. For maximum eye protection, Oakley models have mercury reflectors. For night play, Oakley has enhanced contrast sensitivity glasses that have typical yellow lenses. The brand even has silicon pads on the temples to strengthen the grip when the sportsperson is sweating. And the latest technical innovation soon to hit the Indian shores is the Oakley Thump model of music sunglasses. The model comes with attached ear phones and a 256 MB MP3 player.
To think it all began when Sam Foster sold the first pair of sunglasses ever in 1929 in the US. Seventy-six years later, he's perhaps going to find some of his most loyal customers in us this summer. And, if you buy right, his most stylish ones, too.
