New Delhi: Mumbai-based eyewear brand Rawbare is drawing inspiration from Indian cities, hill stations and landscapes to create a distinctive identity for its growing sunglasses portfolio. It’s collections include styles, such as Mumbai Hush, Dharamshala Aura, Bengaluru Dusk, Chandigarh Flair, Jaisalmer Glow, Manali Mist and Jodhpur Noir.
Moving away from conventional model numbers and foreign-sounding product names, the brand is using familiar Indian destinations to connect its products with local experiences, colours and lifestyles. The approach also extends to individual colour variants within each collection.
According to the company, the naming strategy serves both design and marketing purposes. It makes products easier to remember while helping customers associate particular frames with specific environments and experiences.
“When we started naming frames after places, it was simple. People in India do not remembermodelnumbers, they remember where they were,” says Affan, Founder, Rawbare.
He adds that the names also influence the design process, with each destination setting expectations for the product. For instance, a frame named Jaisalmer Glow is expected to reflect the demands of bright desert conditions.
The brand’s current destination-inspired portfolio includes collections named after Mumbai, Dharamshala, Bengaluru, Chandigarh, Jaisalmer, Manali and Jodhpur. Priced between Rs 1,499 and Rs 1,799, the styles feature variants with regional references. Mumbai Hush includes Monsoon, Pali and Harbour, while Dharamshala Aura features Kangra, Bluepine and Oak.
The collections have also gained visibility through celebrity associations. Cricketer Rinku Singh has worn Manali Mist, choreographer Terence Lewis Jaisalmer Glow, and cricketer Umran Malik has been seen in Jodhpur Noir.
Positioning itself in the accessible premium segment, Rawbare offers sunglasses priced between Rs 999 and Rs 1,799. Its range includes UV400 protection, polarised lens options and a six-month warranty against manufacturing defects. The portfolio also covers aviator, wayfarer, cat-eye and round frames, sports eyewear, driving glasses, blue-cut frames and children’s sunglasses.
Rawbare sells through its website, its Experience Store in Andheri West, Mumbai, and market places including Myntra, Amazon, Ajio and KnotNow. The brand’s expansion plans include bringing its retail presence closer to the Indian destinations that inspire its collections.
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