Cutting-edge, cool, and glamorous, Italian eyewear brand Safilo’s Carrera recently partnered with Bollywood action star Tiger Shroff and his active lifestyle brand, Prowl. The Carrera X Prowl collection, as a result, has been on a full throttle with Shroff launching the collection at Inorbit Mall, Malad, in Mumbai. Ashutosh Vaidya, Managing Director, Safilo India Pvt. Ltd, shared his insights about the brand’s journey onwards and upwards in India.
Prowl a Boon for Carrera
The collection has been designed keeping in mind the young and active urban population with their unique requirements in terms of comfort, materials, colors, styling and value propositions. Opticians and sunglass specialist retailers all across India pegged it to be a category-leading range amongst the Indian target audience and vouched for Carrera’s growth potential.
In keeping with global trends as exhibited at MIDO Eyewear Show 2023 Milan, the Carrera X Prowl range embodies bold frames in fun, geometric shapes. According to Vaidya, such trends were lapped up by the Indian markets with a local design spin, such as a funky hexagonal or octagonal frame. “This trend is advancing by incorporating these geometric shapes with styles like aviators to create a modern look with a '60s influence. Design is based on products with meaning, and a purpose, in support of sustainable innovation. Tending toward pastels, the harmonious color palette expresses calmness through the hues of nature,” he said.
State-of-the-art Tech Aid
Innovation is the key for the Safilo Group, whether in production techniques or materials. Its global innovation center is the hub of all macro-trend analyses and technological advancements through industrial engineering.
“From the sketch of an idea to the final eyewear piece that is to be admired and worn, the most advanced technologies (hardware and software) for 3D design, CAD-CAM, technical development and prototypes ensure maximum precision, and allow us to meticulously check the technical feasibility, comfort and fit of each pair of glasses,” stated Vaidya.
The brand uses traditional materials including acetate and metal, besides patented materials to curate ranges that are robust, environment-friendly, light, comfortable and most importantly, outstanding in its ethics and aesthetics.
Cashing in on Star Power
With Tiger Shroff as the face of Carrera Prowl, the new collection will have an integrated pan-channel promotional campaign to expand the Carrera network of stores across all tiers of cities and towns in India. “We are going full power with Tiger Shroff, starting with the top cities OOH campaign, followed by national-level print, digital and social media campaigns. The recent consumer engagement event at Inorbit mall was successful and the next one is in Delhi. So, it's going to be massive,” Vaidya maintained.
High Performance in the Indian Market
The Prowl collection is a vital milestone that Carrera has achieved in enhancing its relevance in India and improving its local product assortment strategy. Safilo India has already been delivering consistently high double-digit growth numbers even throughout pandemic.
It is all set to double the business in three years and acquire significant market share supported by the high performance of core brands such as Carrera, Polaroid and Seventh Street, and core license brands such as Hugo Boss, David Beckham, and Marc Jacobs.
To further deepen its market penetration, Safilo India has recently launched its outlook collection with a unique value proposition of branded products at attractive price points. Flaunting an amazing range in collaboration with ace Venezuelan fashion designer Carolina Herrera’s label, Safilo has geared up to induce seismic shifts in India’s eyewear scene.