101 Guide to Starting an Eyewear Brand: Lessons from GKB Opticals

The eyewear industry in India has experienced a dramatic surge over the past decade. With rising screen exposure, increasing diagnosis of refractive errors, and a shift toward style-led eyewear, the market has grown steadily, now estimated at over INR 15,000 crore and expanding at more than 10% annually.

The momentum is being driven by several factors: growing awareness of eye health, a trend toward personal style expression, and the recurring nature of prescription needs. Add to this the relatively low operational risk, high repeat purchase cycle, and rapid digitisation of eyewear retail, and you have a category attracting entrepreneurs across design, health, fashion, and retail. Many are exploring this space because it is passion-driven, in demand year-round, and offers scope for both offline and online innovation. In this 101 guide, we break down the ABCs of how to start your own entrepreneurial journey. 

Introduction of the Brand & the Founder

GKB Opticals began its journey in 1968 at Gariahat, Kolkata, founded by visionary entrepreneur Brijendra Kumar Gupta. From a humble family-run optical shop, the brand has grown into one of India’s most trusted eyewear names with over 70 stores nationwide, and more than 1 million customers served. Priyanka Gupta, Director of Brands at GKB Opticals, shares, “The founder’s clear vision was simple—quality eyewear, affordable and accessible to everybody.” Over the years, GKB has embraced modern retail, digital integration, and personalised services while preserving the trust, consistency, and craftsmanship that built its legacy.

What You Need to Know Before You Start

The eyewear space attracts design-led thinkers, clinically inclined professionals, and curious first-time founders. As the brand notes, “The most successful eyewear ventures come from founders who combine design thinking, clinical understanding, and entrepreneurial curiosity.”

Skills & Tools Needed

Entrepreneurs benefit from a basic knowledge of optics, customer behaviour, retail management, and fashion sensibilities. “Understanding how vision correction works, what lenses suit which needs, and having a strong fashion sense together build the ideal foundation,” GKB adds.

Is It Scalable?

An eyewear brand isn’t instantly scalable—but it is sustainably scalable. Gupta says, “Start small, get the basics right, and scale with confidence.”

Brand Identity

GKB Opticals distinguishes itself through its heritage, clinical precision, curated premium brands, and a deeply customer-centric service experience. “Our edge is our heritage, deeper clinical trust, and the top-notch service we give every customer—online or in-store.”

The Setup 101

To start an eyewear brand, you need:

• A trained optometrist
  

• Testing equipment
  

• Basic machinery
  

• Lens and frame inventory
  

• A sourcing network
  

• Store infrastructure or an online setup
  

As Gupta puts it, “To start an eyewear brand, you need inventory, machinery, optometry tools, sourcing networks, and skilled people—there’s no shortcut.”

Registrations & Licenses

Key compliances include:

• GST Registration
• Shop & Establishment License
• Municipal Trade License
• Optometrist Certification
• BIS Compliance for lenses/frames
• IEC for import
• Fire Safety Certification for larger stores

Investment Range

A basic optical store setup, including testing equipment and initial inventory, requires approximately Rs. 20–25 lakhs.

Pricing & Positioning

Price is influenced by frame materials, lens technology, coatings, craftsmanship, optometrist expertise, and service value. GKB explains, “Customers pay not only for the product but for the expertise and trust in the brand.”

Common Pricing Mistakes:

• Excessive discounting
  

• Underpricing lenses
  

• Ignoring labour and remake rates
  

• Free services that dilute margins
  

Where to Sell

A hybrid approach is essential:

• Physical stores build trust and conversion
  

• Brand website deepens loyalty
  

• Marketplaces offer reach
  

• Pop-ups and eye camps boost early traction
  

As Gupta says, “Omnichannel is not optional—omnichannel is expected.”

Getting the First Sale

With the right visibility and testing reliability, many founders see early purchases within the first few weeks. Educational content, community camps, face-shape guides, customer stories, and styling videos help build trust quickly. Lens education, face-shape guides, styling tips, expert insights, and behind-the-scenes craftsmanship.
“Highlighting personal style and the experience of vision evokes deep trust,” the brand notes.

Low-Cost Marketing

• Reels
  

• Unboxing videos
  

• Eye-health posts
  

• Influencer try-ons
  

• Flea markets
  

• Word-of-mouth campaigns
  

Mistakes to Avoid

• Weak quality checks
  

• Poor testing standards
  

• Overstocking trendy frames
  

• Excessive discounting
  

• Inaccurate stock assessment
  

The brand warns, “Ineffective inventory management can quickly turn into a major business risk.”

Growth & Scale

You can transition full-time once you achieve consistent walk-ins, a stable revenue base, and repeat customer cycles.

What Scale Looks Like

• Bulk orders
  

• Becoming a stockist
  

• Opening new outlets
  

• Lens technology upgrades

• Workshops and styling sessions

And lastly, for all the aspirants out there, Gupta shares her advice, “Plan to win the long run, not the shouting match. Trends will change, but clarity of intention will always anchor your brand. Stay loyal to the problem you set out to solve, and the market will make space for you.”