Lenskart

Intro
• Lenskart is an Indian multinational optical prescription eyewear retail chain, based in
Faridabad.
• Founded in 2010 by Peyush Bansal, Amit Chaudhary, and Sumeet Kapahi
• Started as an online retailer
• As of May 2022, Lenskart has 1,000 stores across 223 cities in India.
• Several unique services such as home eye check-ups and 3D virtual try-on.

Market Share
of Lens Market
• The Contact Lens Market
in India is valued at US$
138.9 Million in 2020 and
is poised to grow at a
CAGR of 7.08% to reach a
Market Size of US$ 197.28
Million in 2025.

Segmentation & Targeting
• Age: 15 to 50 18-30
• Gender: The market is dominated by women, who account for around 60% of the
total market share.
• Demo Occupation: The market is segmented into students,
professionals, and homemakers.
• Psychographic: Fashion-consciousness, active and busy lifestyle
• Behavioral: Usage rate, Occasion-based usage, Online purchase behavior

Targeting
1. Young adults
2. Women
3. Athletes
4. People with astigmatism

Positioning
1. Convenience: Daily disposable lenses can be positioned as a convenient and hygienic
option
2. Style: Colored contact lenses can be positioned as a way to enhance a person's
natural beauty and style.
3. Performance: Contact lenses designed for active wear can be positioned as high-
performance options
4. Comfort: Contact lenses designed for people with sensitive eyes can be positioned
as comfortable and easy to wear

Strength
• Strong Online Presence
• Wide Range of Products
• Innovative Technology
• Strong Brand Image

Weakness
• Dependence on Third-Party Manufacturers
• Shipping & Logistics
• Barriers to entry
• Pricing

Opportunities
• Expansion into New Markets
• Diversification of Product Portfolio

Threats
• New competitors in the market
• Expansion of design and styles

Marketing Mix
• Product:
1. Variety of brands
2. Brands
3. Explore By Disposability
4. Explore By Power
5. Explore By Colors
6. Solution

• Price
1. Aqua lens: Colorless Rs 249 (Monthly) ( 1 lens box)
Rs 749 (Monthly) ( 3 lens boxes)
2. Bousch Lamb(- 0.5 to -12 power): Colorless Rs 299 (Monthly) ( 3 lens boxes)
Rs 727 ( Yearly)
3. Johnson & Johnson ( -0.5 to -12 power): Rs 1195 ( 2 weeks) ( 3 lens boxes)

• Place
1. Eye care professional’s office
2. Online retailers
3. Retail stores

Financial expenses
Types of Expenses Amount (Rs)
Website 40,00,000
Ads 25,00,000
Printed material 10,00,000
Sales & Marketing 50,00,000
Percent of sales ( Expected) 12%

Sales Forecast
Year 2022 2023 2024
Units 20,000 22400 25088
Avg amount 450 450 450
Revenue 90 L 1.008 Cr 1.13 Cr
Total Appro 3.04 Cr