Tata-owned Titan Eye+ vision to own India’s unfocused eyecare category

A relatively young brand in the Tata group-owned Titan portfolio, Titan Eye+ has grown swiftly to become the third largest consumer business for Titan – after watches and jewellery.

Launched in 2002, Titan has managed to lead consumer conversation in the eyewear category, reiterating the Titan Eye+ credentials on well-designed eye testing, the suitable solution recommendation, and the portfolio of a widely available choice across budgets.

Eyeing the category truths

The eyewear category is riddled with opportunity, according to Maneesh Krishnamurthy, head of marketing (eyecare) at Titan.

From fundamental challenges, such as a lack of awareness around blurry vision, to the mass of unorganised and unqualified operators in the market, the category offers enormous opportunities for brands.

India has a large population of spectacle-wearers; however, unlike other countries, there is no prohibition on unqualified personnel testing eyes and prescribing eyecare. This has given rise to an unorganised market, which accounts for around 70% of the market.

“Our focus is to rapidly increase awareness and reduce inertia for eye testing as well as enrich the buying process,” says Krishnamurthy.

Not too long ago, it was common to see spectacles sold without MRP tags and placed in ‘shoe boxes’ – practices that meant product selection and pricing were at the discretion of the shopkeeper. “All of which made it a very low involvement category that had hardly any overlap with lifestyle and fashion,” says Krishnamurthy.

Titan Eye+ stores have helped usher in huge changes by introducing air-conditioned showrooms, open displays, standard pricing and standardised eye testing procedures. It now operates over 800 stores across over 400 cities and towns in India.

Titan’s pandemic pivot from eyewear to eye care

The pandemic, while brutal in many ways, also enhanced and brought back the focus on personal health in many ways.

According to Krishnamurthy, “the increased use of digital screens, strain on eyes and increased incidence of spectacles have accelerated at a sharp clip since the pandemic.” A recent eye screening drive by the brand has revealed an alarmingly high level of incidence (34%) among children.

Fortunately, the rapid technological progress can help with an early diagnosis of the issue and provide solutions, including slowing down further progression, he adds.

In a bid to establish the brand as the leader in the eyecare sector, Titan repositioned its business line from eyewear to eye care. A move which has helped reinforce its brand in the category, while also driving the technologically-led eye-testing experience in-store.

The changing playbook for the eyecare category

“While the category is evolving at a rapid pace, even the most seasoned consumers restrict their criteria to price and style,” says Krishnamurthy. A move he jokes is “counter-intuitive since you have only one pair of eyes.”

As pioneers in the category, Titan Eye+ wants to position the brand as the experts in eyecare by urging consumers to ask “the right questions before choosing a solution”. This approach is reflected in the brand's recent ’Expert who cares’ marketing campaigns, which were conceptualised by Ogilvy India. These films aim “to highlight the tangible ingredients that make us the expert who cares.”

Krishnamurthy says the brand’s journey continues. It will be interesting to see how far this vision can take the eyecare brand in this challenging and complex category.

The ‘Expert who cares’ musical film