Lenskart: Redefining Eyewear and Identity in India

Santosh Desai talked about how Lenskart Redifined Eyewear and Identity in Modern India. To listen to the vodcast.

Introduction: The Spectacle Stigma

There was a time in India when wearing spectacles invited ridicule. As Santosh aptly put it: “Historically growing up, having spectacles was a pain.”

Spectacles were not a style statement; they were a social marker of awkwardness. Terms like “chashmish,” “choka,” and “four eyes” were casually used in schoolyards and offices alike.

“You were also branded chashmish and choka and four eyes.”

Wearing glasses came with stigma, not style. And buying them? That was worse. The process was sterile, often carried out in drab clinics or old-school optical shops.

“It was a grudge purchase… you cursing yourself.”

This was the context in which Lenskart emerged—not just as a disruptor in the eyewear retail space, but as a cultural innovator.

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From Clinical Necessity to Digital Chic

In traditional eyewear retail, consumers were limited to a handful of options constrained by physical inventory. The buying experience was transactional, driven by functionality, and devoid of joy. Lenskart changed that.

By pioneering a digital-first model, it unlocked a broader range of choices. Consumers could now browse, compare, and even virtually try on glasses—all from the comfort of home. Santosh observed that “Consumers were already doing it, but no brand had actually seen that gap.”

That “gap” was emotional, not technical. While opticians focused on correcting vision, Lenskart tapped into the deeper, more expressive nature of eyewear.

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Eyewear as Identity: The New Aesthetic Frontier

Lenskart realized something fundamental: Eyewear changes how you feel about yourself. According to Santosh, “The nature of your specs can make you look completely different.”

Your glasses frame can make you look intellectual, bold, quirky, mysterious, or confident. Unlike most accessories, spectacles sit squarely on your face—framing your personality, your emotion, and your energy.

In a world where identity is no longer fixed, glasses became a subtle yet powerful tool for self-expression.

“It’s almost like we are beta testing ourselves.”

People now try on frames the way they try on personalities—fluid, playful, and exploratory. Whether changing their display pictures or experimenting with outfits, the modern consumer curates multiple selves.

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The Rise of Identity Fluidity

Decades ago, individuals aspired to stable, iconic identities—often modeled after film stars who carried the same look across roles. But today’s generation is different. Identity is dynamic, ever-shifting. And eyewear became a tool for that shift.

Just as people experiment with filters, emojis, avatars, and bios online, they do the same offline with their look. Eyewear, in this regard, became the new lipstick—a form of visible, reversible transformation.

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Lenskart’s Strategic Pivot: From Vision to Versioning

Most brands in the optical space saw themselves as health-related or functional service providers. Lenskart saw something deeper.

“You are not a vision correction brand fundamentally; you are an identity exploration brand.”

This insight radically changed the brand’s positioning. It wasn’t about 6/6 vision anymore. It was about seeing new sides of yourself—literally.

To reflect this transformation, Lenskart introduced the infinity symbol into its branding.

“The infinity sign… was about representing the multiplicity.”

Multiplicity of identities. Multiplicity of choices. Multiplicity of self.

This wasn’t just a visual rebrand. It was a philosophical repositioning—an invitation to explore who you might be, one frame at a time.

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Design as Language, Not Accessory

Lenskart’s frames are no longer just utilitarian items. They are mood reflectors, personality projectors, and identity tools. Different styles, materials, and colors allow users to play with perception.

Want to look like a creative rebel? Try round tortoiseshell.
Prefer a clean corporate look? Go for rimless.
Feeling fun? Oversized neon pink it is.

This growing awareness transformed eyewear into a deliberate design choice. It’s like picking out shoes or a handbag. However, eyewear actually changes your face.

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The Cultural Unlock: People Were Ready

Lenskart didn’t create this desire for self-exploration—it merely recognized it and legitimized it through branding, storytelling, and tech. The behavior was already there, latent and ignored by the industry.

“Consumers were already doing it, but no brand had actually seen that gap.”

The genius lay in viewing eyewear not just as a category. It was seen as a cultural lever that could uplift, empower, and transform.

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Branding as Organizational Self-Image

Lenskart’s ability to reframe the narrative wasn’t accidental. It stemmed from deep internal alignment between vision, product, and people.

“Brands are not the face of the organization; they’re the heart.”

This philosophy meant branding was not relegated to campaigns. It was embedded into product design, customer experience, hiring culture, and leadership mindset.

“It’s not about your next campaign; it’s about how the organization imagines itself.”

That imagination came from the top. Founder Peyush Bansal was willing to take risks, move fast, and bet on ideas others found frivolous.

“The company’s culture embraced risk-taking and innovation, allowing it to tap into existing consumer behaviors.”

That risk-taking enabled Lenskart to invest in augmented reality try-ons, virtual stores, and omnichannel strategies far ahead of the curve.

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Lenskart and Gen Z: A Perfect Match

Young consumers don’t want to be boxed in. They don’t identify with a look—they identify with many looks. Lenskart allows them to experiment, iterate, and evolve.

From Insta stories to dating apps to resumes, today’s generation lives multiple lives across platforms. Their eyewear needs to keep up. Lenskart gets this. It understands that self-expression isn’t just visual; it’s visceral.

The brand gives people the freedom to say, “I can be this today, and that tomorrow.”

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Conclusion: The Face of a Cultural Shift

Lenskart’s journey isn’t just about selling glasses—it’s about enabling people to see themselves differently.

“Spectacles were once a necessity; now, thanks to Lenskart, they’re a choice—a reflection.”

Lenskart has elevated a category long trapped in utility and shame. They have redefined what it means to wear glasses in India. It has transformed eyewear from something that corrected how you see the world. Now, eyewear reimagines how the world sees you.

Eyewear is becoming more than just a medical device. It becomes a statement, an extension, and an invitation to explore. Lenskart’s place isn’t merely in retail.

It’s in culture.