Optician India

As we embark on advent of Artificial Intelligence age and procurement predictions and behavioral patterns based on algorithms, the optical dispensing is uniquely positioned. The key element to figure out is whether Vision meets Fashion or Fashion meets Vision. The approach changes dramatically in both cases in the consumer’s mind in a phygital marketing world.

India is estimated to consume close between 70-80 Million pairs annualized of spectacle lenses thereby translating into 70 million units of spectacle frames. This is substantial while it also includes NGOs eye screening camps and spectacles dispensed. We have a choice to make in the approach to dispensing. While we approach from the dispensing aspect, there is a larger value on the table set by the opticians to the consumers/wearers. While hospitals approach the dispensing aspect from the patient angle and satisfaction, the Optometrist would do as well while the Opticians must clearly define their positioning. To elaborate a bit more, can the Optician be seen more as an enabler of the decision-making process of the potential new wearer or an existing replacement wearer leading them to decide on the right spectacle and the brands of choice offered therein. No one is better placed than an optician in this regard.

The Indian Opticians have a complex situation in hand as like any other part of the world. While the new customers are paramount for the continued health of the business, repeat customers need to be held securely. Here is where this industry is unique. Change in visual needs drives them to purchase and in some cases fashion would. Mobile phones are being replaced by and large by consumers in 2 to 3 years’ time and very akin to spectacles. While mobiles are brand driven, spectacles require the last mile value addition offered by the expertise of the opticians. There is no one fit all answer as each market in India behaves differently to the rest.

It is now clear that in case of eyewear in India, the value addition and offerings happen in the physical store although the consumer is led through e commerce offerings. Sunglasses although are out of the scope of this.

The unseen challenge in India is how to unlock the demand that has diversity. The pursuit of the growth in India that leads to disproportionate efforts and time in reaching out to new customers rather than nurture the existing customer base and the leaders typically recreates their market. This is substantiated by the fact that investors’ confidence in valuations of the company is driven by the assurance of revenue and margins from the existing customer base. This situation is faced by all the stakeholders in the industry although the magnitude will be different.

Opticians in India have been very resilient to many challenges that they have encountered over the last decade. The passion and commitment of the family managing the retail has been a singular driving force and the future is going to be far brighter if the younger family members of the businesses look at the opportunity that lies ahead and the competitive advantage that they possess.