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Case Study of Lenskart

Lenskart is an Indian e-commerce company that specializes in eyewear. It has a unique business model focused on in-house manufacturing and affordable prices. Lenskart uses television advertisements, celebrity endorsements, partnerships and a referral program as part of its marketing strategy.

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Pooja HM
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395 views3 pages

Case Study of Lenskart

Lenskart is an Indian e-commerce company that specializes in eyewear. It has a unique business model focused on in-house manufacturing and affordable prices. Lenskart uses television advertisements, celebrity endorsements, partnerships and a referral program as part of its marketing strategy.

Uploaded by

Pooja HM
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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CASE STUDY OF LENSKART

Lenskart is one of the leading brands that is ruling the market of eyewear accessories. But its
journey was not that easy! Why? You may wonder. Because it was launched during the time
when online shopping was accessible to only a handful of Indians. Also, people lacked trust in
online products and services.
Fortunately, the scenario changed and the evolution of the Internet gave new rays of hope to
online brands like Lenskart. It became one of the greatest eyewear brands in India. But how?
Through its business model. So, here we are presenting the “Lenskart Business Model” with
its numerous revenue sources & marketing strategies.
Lenskart: A Brief Overview
Lenskart is an Indian e-commerce company that specializes in eyewear, including eyeglasses,
sunglasses, and contact lenses. It is one of the D2C brands that went offline too to expand its
services. It has a unique business model that aims to provide eyewear of high quality at
affordable prices. Before jumping into the details of the Lenskart Business Model, let’s have a
brief overview of the company-

Company’s Name Lenskart


Type of Industry Prescription Eyewear Opticians
Founded in 2010
Founders Peyush Bansal (CEO), Amit Chaudhari, Sumeet Kapahi
Headquarters Faridabad (Haryana, India)
Operating Space D2C (Direct to Customer)
Market Valuation (FY22) Rs.36,742 crore
Revenue (FY22) Rs.1,503 crore
Expenses (FY22) Rs.1,726 crore
Net Profit/Loss (FY22) Loss of Rs.102 crore

Marketing Strategy :
Product
Lenskart’s business model starts with designing and manufacturing most of the products
themselves. This means it is based on an inventory-based model. Eventually, it helps them
maintain quality control. And reduce the price of the products compared to what they would
have been if they were outsourcing the manufacturing processes. Its manufacturing facility is
located in New Delhi. As per the reports, it manufactures more than 3 lakh glasses per month.
Lenskart provides the following types of products-

 Contact lenses
 Eyeglasses
 Sunglasses
 Frames
 Reading Glasses
 Computer Glasses
 Kids Glasses
 Polarized Glasses
 Other vision care products

Television Advertisements
Lenskart heavily relies on interesting and entertaining television advertisements. The TV ads
not only gain the attention of the viewers but also encourages them to try Lenskart glasses.
Television commercials have played a crucial role in bringing awareness regarding the brand
in the market.
Celebrity Endorsements
Lenskart has roped in several celebrities, including Katrina Kaif, Bhuvan Bam, and others, to
endorse its products and services. These endorsements help to increase brand visibility and
credibility and attract new customers.
Partnerships And Collaborations
Lenskart has partnered with several brands and organizations to reach a wider audience and
provide additional value to its customers. Some of the key partners of Lenskart are-
 Lowe Lintas
 Nykaa
 Myntra
 Tata Cliq
 Owndays (Japanese eyewear brand)
Referral Program
Lenskart has a referral program that incentivizes existing customers to refer their friends and
family to the platform. Its popular referral program is “Connect & Earn.” Here you will get
Rs.50 if your referred contact makes a purchase on Lenskart. However, terms and conditions
apply to these offers. This program helps to increase customer acquisition and loyalty and
provides an additional revenue stream for the company.

HUMAN RESOURCE PLANNING:


Manpower Requirement:
Lenskart, under the leadership of Peyush Bansal, has recognized the critical role of human
resources in achieving organizational success. With a focus on talent acquisition and retention,
Lenskart aims to hire skilled professionals across various verticals to support its growth
trajectory. The company has expanded its international teams in key markets like Singapore,
the Middle East, and the US, demonstrating a strategic approach to building a diverse and
capable workforce to serve its global customer base effectively
Job Description:
Lenskart's human resource strategy emphasizes the importance of aligning job roles with the
company's core values and business objectives. By crafting clear job descriptions that resonate
with the company's culture and goals, Lenskart ensures that employees understand their roles,
responsibilities, and how they contribute to the organization's success. This clarity in job
descriptions fosters employee engagement, satisfaction, and performance, ultimately driving
the company towards its vision of becoming a leading eyewear retailer

HR Policy:
Lenskart's HR policies are designed to address the fundamental needs of both the organization
and its employees. By focusing on fair play, justice, and employee well-being, Lenskart has
created a supportive work environment that promotes motivation, loyalty, and growth
opportunities for its workforce. The company's emphasis on minimizing issues like favoritism
and discrimination underscores its commitment to fostering a culture of inclusivity, respect,
and professional development. Lenskart's HR policies not only aim to attract and retain top
talent but also to create a workplace where employees thrive and contribute meaningfully to
the company's success

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