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Swetha Kannan

Bangalore May 23 Titan Industries has dropped its plans for `Titan Shades' in a move aimed at consolidation of its sunglasses business under the Fastrack brand.

Last year, the watch division of Titan Industries had test-marketed Titan Shades brand — a premium range of sunglasses to penetrate the high end of the sunglasses market (in the Rs 2,500-5,400 price range), as opposed to Fastrack, which was primarily operating in the Rs 695-2,500 mid-price bracket.

The Titan Shades range, which had around 43 styles, was initially test marketed in Bangalore and Chennai and a national rollout was planned later. But now, the company has dropped the `Shades' name and has integrated it with the Fastrack brand, after a market survey revealed that consumers saw sunglasses a "youthful brand."

Said Mr Harish Bhat, COO - Watches, Titan Industries, "Market research showed that consumers saw sunglasses as youthful. Wearing eye gear is all about feeling youthful. Even adults want to feel youthful. And since Fastrack caters to the youth within you, we came to the conclusion to drop the `Shades' name and focus all our eye gear business under the Fastrack brand." Mr Bhat said Titan Shades had "fairly good response", especially from the youth.

Incidentally, Fastrack also sells glares in the high-end price range (above Rs 2,500), although the "centre of gravity" for this youth fashion brand is its Rs 695 price point. Model turned actor John Abraham is the brand ambassador of Fastrack eye gear.

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