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marketing support. But this is possible today with technology and the shift of marketing support growing more and more digital. TECHNICAL TRAINING Specialty training was almost always provided by the premium brands. So a newer brand would need to have a strong training team and also for technical support without expecting opticians to sell only expensive products. PRODUCT VARIATIONS If a new lens brand could become a one stop solution for the opticians with all types of lenses it would have a magnifying effect in the market for the new brand. This would help the brand as well as the optician. KEEPING IT SIMPLE Since many brands are available in the market today with different products and prices a relatively new brand can work on a simpler format for the ease of understanding for the optician and their staff with simple menus and simple names to choose from to get their hands relatively faster on a new brand which otherwise is difficult. BETTER TECHNOLOGY ECOSYSTEM If a new lens brand can offer better technologies at a competing price by creating an ecosystem for the optician, the brand could certainly have an edge to enter the market. I hope I have been able to answer the question put forward to me. And in the current ever-changing scenario, having an open mind and being open to newer experiences is something I feel the industry needs most. Pratik Bhatt, Founder and CEO, Zylux Lenses A POCKET FRIENDLY PRICE TO THE END CONSUMER AND A REASONABLE MARGIN FOR THE OPTICIANS IS A WIN-WIN SITUATION. AND EVEN THOUGH THIS MIGHT SEEM LIKE A SIMPLE THING, THIS GAP DID EXIST a lens brand should meet. Providing access to only a limited pool might seem as being partial but it’s not. If a brand needs to do justice to its customers it has to position itself in such a way that it’s not available at every nook and corner. So this provides the optician a sense of exclusivity which in turn makes him stronger. Of course, a new brand would have to offer exclusivity with quality, dependability and other requirements as mentioned below • Reasonable Margins to Opticians • Good offline and online presence with a robust marketing strategy • Technical Training • Product Variations • Keeping it Simple • Better Technology Ecosystem. REASONABLE MARGINS. A pocket friendly price to the end consumer and a reasonable margin for the opticians is a win-win situation. And even though this might seem like a simple thing, this gap did exist. GOOD OFFLINE AND ONLINE PRESENCE WITH A ROBUST MARKETING STRATEGY Normally it’s easier to sell a product or brand if the brand has a robust marketing strategy which would build confidence in the optician as well as the end consumer. The reasonably priced brands normally could not offer some sort of personalised 40 VISION PLUS INDIA EDITION