Ray-Ban sunglasses launch in India had to overcome quality perceptions of a locally manufactured product, as well as successfully establish the value-proposition in line with purchasing power.
By single minded focus on the heritage positioning of this iconic brand and innovations in merchandising, celebrity placement and assortment planning; the Eyewear Team went confidently ahead to execute the strategy with excellence.
As an outcome, India entered the ranks of the ‘Top 10’ global markets for Ray-Ban sunglasses within 3 years.