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Bindu D. Menon

New Delhi, Nov. 16 US-based premium sunglass brand Oakley Inc is stepping up its distribution as part of its effort to garner market share in India. The company is also looking to add apparel and footwear to its portfolio shortly.

According to Mr Scott Bowers, Senior Vice-President, Global Marketing and Brand Development, Oakley Inc, “The sunglass market in India is highly underdeveloped. Globally, Oakley is primarily associated with sports and high incidence of sports spectatorship gives us a captive market for our brand.”

Oakley has a presence in India through Italian sunglass brand Luxottica with which it had merged. Luxottica owns nine brands, including Ray Ban (which is also manufactured in India). It also holds licences for 20 luxury brands such as Prada and Versace. Oakley is being retailed through Sunglass Hut stores, an eyewear retail chain of Luxottica besides some lifestyle retail outlets. Oakley’s 2009 global turnover stood at nearly $1 billion. “Our merger with Luxottica has given us an opportunity to scale up our distribution and reach in India. Oakley’s USP is its functionality coupled with technology. We will be going aggressive on scaling up our presence,” he said. Oakley products are priced between Rs 5,000 and Rs 27,000. In India, it will retail around 750 SKUs. As a part of its strategy, the company is keen to associate itself with sportspersons. “We are engaged in discussions to rope in a brand ambassador,” Mr Bower said.

Globally, Oakley manufactures prescription eye wear, apparel, footwear and accessories and hopes to bring the entire portfolio to India.

Asked if Oakley is considering setting up a manufacturing base in India, he said the company will explore the option if it achieves sizeable scale.

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