How Dayal Opticals Transformed From a Neighborhood Shop to a Luxury Eyewear Leader
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How Dayal Opticals Transformed From a Neighborhood Shop to a Luxury Eyewear Leader

Dayal Opticals began its journey as a regular neighborhood optician's shop in 1961, founded by Dayal Das Kalra in Lajpat Nagar, New Delhi. The modest beginnings of this establishment laid the foundation for what would become a premier destination for luxury eyewear in India. Under the visionary guidance of Dayal Das Kalra and later his son, Navneet Kalra, Dayal Opticals evolved from a single shop to a renowned brand with 13 outlets across Delhi-NCR and expansions into Punjab.

From the outset, Dayal Opticals recognized a gap between the global luxury eyewear industry and the Indian market. "We saw a gap in the market and decided to leverage it by introducing brands like Dior, Chanel, Gucci, and Armani to India," says Sarvash Kalra, Director of Dayal Opticals. This strategic move positioned the brand as a pioneer in bringing international luxury eyewear to Indian customers.

Expansion and E-Commerce Launch

The brand's journey of expansion took it across Delhi-NCR with 13 outlets and marked its entry into Punjab with stores in Mohali in 2023 and Chandigarh in 2024. To further its goal of making luxury eyewear accessible to people across India, Dayal Opticals launched its e-commerce website in 2021. This digital platform enables customers from all corners of the country to explore and purchase the latest collections of luxury eyewear.

Focus on Luxury Eyewear

Dayal Opticals' focus on luxury eyewear was driven by a desire to bridge the gap between the global luxury eyewear industry and the Indian market. "When we entered the optical space, we realized that there was a certain gap in the market for luxury eyewear," explains Sarvash Kalra. By curating over 100 international brands, Dayal Opticals aims to offer a truly global collection to its customers.

The luxury market in India is on the rise, and Dayal Opticals is poised to capitalize on this trend. "India is becoming one of the biggest consumers of luxury eyewear," predicts Kalra. The brand has also noticed a shift in customer preferences towards niche brands and unique styles, reflecting a growing sophistication among Indian consumers.

The selection of brands and collections at Dayal Opticals is a meticulous process. "We analyze local purchase trends and customer insights to determine whether a product would work in India or not," says Kalra. This approach ensures that the brand not only features globally trending eyewear but also caters to the specific preferences of the Indian audience.

Global Partnerships

Over the years, Dayal Opticals has built strong relationships with international luxury eyewear brands. "Our consistent efforts to deliver a well-rounded luxury experience have garnered us a loyal customer base," says Kalra. These relationships have made Dayal Opticals a preferred gateway for international brands seeking to enter the Indian market.

The brand's success in the Indian luxury eyewear market has positioned it as a representative of India on the global stage. "We're repping the country on a global front," states Kalra. This prestigious position allows Dayal Opticals to collaborate with renowned brands like Akoni, Tavat, Capote, Ophy, Gast, Leimann, and Sato, bringing their exquisite collections to Indian customers.

In addition to big fashion houses, Dayal Opticals also introduces niche brands to India, recognizing the Indian appreciation for quality and craftsmanship. "We understand that people here genuinely appreciate good quality and craftsmanship," notes Kalra. This commitment to quality is reflected in the brand's diverse and carefully curated collection.

Curators, Not Retailers

Dayal Opticals distinguishes itself by acting as curators rather than mere retailers. "We travel the world to hand-pick and build a collection that's diverse enough for a market as large as India," says Kalra. This dedication to curation ensures that customers have access to a wide range of luxury eyewear, from globally renowned brands to boutique, niche labels.

Understanding that luxury is a service-based industry, Dayal Opticals offers a highly personalized experience to its customers. "Any customer interaction cannot be just transactional," emphasizes Kalra. The store staff is trained to provide personalized consultations, procurement, and post-purchase services, ensuring a seamless and satisfying experience for every customer.

Leveraging Technology

Technology plays a crucial role in the operations of Dayal Opticals. "We have a think tank of data analysts who mine insights from customer purchase trends," says Kalra. These insights guide the brand's curation process, ensuring that the products offered meet the needs and preferences of the audience.

Dayal Opticals has built strong relationships with brands and their authorized distributors, ensuring priority access to new collections. "Our sourcing team has access to products well before they are released in the market," reveals Kalra. This first-mover advantage, combined with a standardized shipping and delivery system, guarantees timely and efficient delivery of products across India.

To maintain the highest standards of quality and authenticity, Dayal Opticals sources its products directly from brands or their authorized distributors. "Every single one of our products is nothing but authentic," asserts Kalra. This direct sourcing approach eliminates the risks associated with third-party suppliers and guarantees genuine luxury eyewear.

Integrating E-Commerce and Offline Sales

The launch of Dayal Opticals' e-commerce platform has significantly expanded its reach. "E-commerce has definitely helped us scale our business," acknowledges Kalra. The brand's website offers a seamless shopping experience, replicating the exceptional customer service provided in physical stores.

Expansion Plans

With recent expansions into Punjab, Dayal Opticals aims to take its services pan-India. "Opening physical stores is a slow, long-term project," admits Kalra. In the meantime, the brand is focused on scaling its e-commerce platform to reach customers nationwide, offering the largest and most authentic collection of luxury eyewear online.

Dayal Opticals employs a customer-focused marketing approach, understanding the importance of building strong relationships. "We've relied on visual-focused marketing in the luxury fashion space," explains Kalra. The brand's main focus is to consistently deliver the best customer experience, both online and offline.

It aims to establish flagship stores in each major city across India. "We want DO to be the epitome of trust and excellence in the luxury eyewear market," envisions Kalra. The brand's long-term goal is to build lasting relationships with customers and continue representing India at the global forefront of luxury eyewear.

Dayal Opticals remains committed to evolving its brand and curating a truly global collection of eyewear. "We want people to experience luxury eyewear without having to travel outside of India," emphasizes Kalra. This dedication to accessibility, quality, and customer satisfaction will continue to drive the brand's growth and success.

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