Over 90% of the eyewear industry is monopolized by international and designer brands such as Ray-Ban, Chanel, Bulgari, DKNY, Versace, and Prada. These brands are synonymous with eyewear fashion and leave little room for other players to strengthen their roots. However, the products offered by these high-end fashion brands barely meet the consumers’ expectations when it comes to pricing. Two brothers who believed that great-looking eyewear didn’t have to be expensive, decided to take on these eyewear giants with Glassic – a line of premium yet affordable eyewear designs.
Hailing from a family that has been in the eyewear business for 35 years, brothers Kailash Nichani and Devesh Nichani have garnered a deep understanding of customer preferences. The duo left their family business and moved to Bengaluru to revolutionize the eyewear industry.
The Nichani brothers co-founded Glassic with a mission to offer trendy eyeglasses and sunglasses with an emphasis on quality. They share an aesthetic eye for design and are passionate about creating original designs with state-of-the-art craftsmanship.
Talking about their love for eyewear, Kailash Nichani says, “Our ultimate goal is to delight fashion-forward customers with great looking, quality sunglasses at pocket-friendly prices. We follow a lean supply chain model to cut unnecessary costs and make our products available under Rs.3000.”
The Glassic website has a virtual try-on feature that helps customers identify the right frame for their face. “We believe that shopping for eyewear should be fun. Glassic will make people want to update their eyewear as frequently as they update their wardrobe. We aim to alter the way people shop for eyewear,” says Glassic co-founder Devesh Nichani.
Eyewear is an extremely personal choice and people might feel the need to try on frames before buying them. Identifying this need, the eyewear brand launched its flagship store in Bengaluru with over 200 latest designs.
“As a brand, our goal is to have a presence among our customers, irrespective of the channel. We want to give customers the choice to either shop online or experience shopping at the store. We also believe that a retail store is a tangible show of what a brand is all about. It’s the heart, soul, and brain of the brand,” says Kailash Nichani.
The eyewear brand’s other retail avenues include their online store, Whatsapp for Business and online marketplaces such as Flipkart and Amazon. Earlier this year, the brand was recognized by Facebook COO Sheryl Sandberg for their customer relationship initiatives through WhatsApp for business.
They believe that the eyewear industry isn’t just running on functionality and has largely become fashion-centric. Fashion is an intrinsic element of Glassic designs, which is why customers keep coming back to the website to shop more every few months. With an avant-garde product line The Nichani brothers foresee people relying on Glassic’s avant-garde designs to fight fashion fatigue when it comes to eyewear.