Lenskart eyes the popular route

With a celebrity ambassador, the eyewear retailer hopes to change the perception around the category and expand its brand footprint

Signing up a Bollywood star as brand ambassador is usually the fastest route to the Indian heartland. Ask the Chinese smartphone companies doing it today or, the numerous FMCG, apparel, electronics and other brands that have walked down the path before. Now Lenskart is doing the same. But the eyewear retail brand that started life seven years ago purely as an online marketplace is perhaps hoping to score two goals with one shot: craft its identity as a mass market brand and reposition spectacles as a fashion accessory and not just prescription wear. 

“We have built the brand primarily around how