Titan unveils new eyewear range in Pune

Titan Industries has plans to introduce new collection every quarter under its Fastrack range of designer eyewear collection.

'Fall collection', the first off the plan, hit the Pune market last Saturday. "This launch will be followed by more exciting ranges including 'Campus collection', 'Bikers' collection' and Women collection'. Each collection will have at least 30 attractive variants," said Ronnie Talati, business head, accessories and licensed brands, Titan Industries Ltd.

The collection has been priced between Rs 695 and Rs 1,995, which is the gap between sun glasses sold by the unorganised sector and the ones sold by international brands.

"Titan's eyewear range has been specially designed to suit the Indian face," Talati said, stressing "Fastrack is the first brand to commit itself to the youth."

The market size for sunglasses is currently about Rs 350 crore. Talati said it was not possible to estimate the size of Fastrack's market because the company had entered an untouched price segment.

"Kiosks showcasing both Fastrack sunglasses and Titan watches are being developed and will be placed in the foyer areas of almost 60 malls in different parts of the country," Talati said.

"Turnover of Fastrack watches crossed Rs 15 crore in the first year itself, and had grown to Rs 30 crore by the end of December 2005. Titan has earmarked Rs 5 to 6 crore for Fastrack's advertising. The recent campaigns are aimed at consumers in the age group of15 to 25 years ," he informed.

"Fastrack's biggest competition is the mindset "I don't need sunglasses" which the company wants to change to "I must have another one." That's what the campaign does, Talati said.