A pioneering brand facilitating Luxury Vision Care in India
In India, the eyewear landscape has evolved in the last three decades. Common people have now become accepting of luxury eyewear. Many big players brought a wave of revolution as Indian purchasing power increases. One such player we identified in the industry is Dayal Opticals, an old establishment that transitioned from a modest optical store to a world-class eyewear brand. Its presence in the market is undisputed since its inception in 1961 by its founder, Shri Dayal Das Kalra. Standing as an epitome of quality, craftsmanship, and trust, the brand carved a niche for itself in this competitive market.
Indian consumers have admired the brand for its outstanding vision care and evolution as a luxury eyewear brand in this journey. Decade after decade, the business was carried over by the new generation, carrying forward the vision and legacy established by Shri Dayal Das Kalra and his son, Mr. Navneet Kalra. Now, the brand eyes on global expansion with its keen focus on introducing a fusion of tradition and modernity in its products under the fresh leadership of Sarvash Kalra.
A young and dynamic leader driven by a radiant vision to reshape his family business with his new approach has already captured the attention as well as the loyalty of its customers. Based on a freewheeling conversation with him, this exclusive coverage sheds light on his out-ofthe-box thinking to take the brand to the top.
CELEBRATING A LEGACY SIX DECADES IN THE MAKING
One of the pioneers in the eyewear industry in the country, Dayal Opticals, made international eyewear fashion more accessible to Indian consumers by introducing ultraluxury international brands. Sarvash Kalra has been appointed as the Acting Director, and Navneet Kalra continues to serve as the Managing Director. Sarvash Kalra brings a fresh, youthful perspective to the business, expanding its reach to Punjab and bringing it into the digital age with a Direct-to-Consumer (D2C) e-commerce platform, while Mr. Navneet Kalra who started from one store in the 1990s, increased the brand’s visibility by opening mutliple stores in the best areas throughout Delhi.
Mr. Sarvash Kalra is actively taking the Dayal Opticals legacy forward by expanding into new markets and building meaningful connections with customers across diverse segments. Dayal Opticals is still characterized by its innovation-centric leadership. The company was one of the first in North India to offer the ZEISS VisuCore 500, the most sophisticated vision testing device in the world, which improved the accuracy and comfort of eye exams. This fusion of tradition and modernity ensures that Dayal Opticals remains a trusted name for generations to come. For the Kalra family, Dayal Opticals has never been just a business but a part of their identity.
Growing up amidst the brand’s legacy, joining the company was a natural decision driven by a deep sense of purpose and commitment, remarked Sarvash. The opportunity to modernize the brand, introduce iconic eyewear labels to India, and create globally benchmarked experiences inspired the next generation to step in and lead.
Their vision was clear: honor the legacy while building something even greater for future consumers. Under the stewardship of Sarvash, Dayal Opticals has evolved from a trusted neighborhood name into a luxury eyewear destination with a national footprint.
WHAT SETS DAYAL OPTICALS APART
Several factors differentiate Dayal Opticals in an increasingly competitive industry. First is the undeniable strength of its legacy—having served loyal customers since 1961. Beyond eyewear, the brand is known for offering genuine guidance, accurate vision care, and a customer-first personalized experience. Pioneering the introduction of luxury brands like Cartier, Dior, Gucci, Tom Ford, Sato, Maybach, John Dalia, and Chanel to India, Dayal Opticals has curated collections that resonate with Indian tastes while meeting global standards. Their store network—17 premium boutiques across Delhi/NCR and Punjab—offers a world-class retail experience without losing the warmth of personal service. A major strength lies in their people.
The brand emphasizes hiring skilled optometrists and trained style consultants, ensuring that every customer receives expert advice, personalized service, and genuine care. They believe that a luxury product shouldn’t just be sold; a luxury experience should be offered. Their balance of tradition, innovation, fashion, and functionality keeps Dayal Opticals at the forefront of India’s luxury eyewear industry.
STRATEGIC BRAND BUILDING
Dayal Opticals’ marketing strategies are deeply rooted in personalization and authenticity. Their approach is about building long-term relationships rather than one-time transactions. A satisfied customer becomes the brand’s most powerful ambassador. Digitally, the brand maintains an active presence on social media platforms like Instagram, engaging audiences through influencer collaborations, trend updates, and educational content on eyewear and eye care. The launch of their D2C e-commerce website in 2022 allowed customers across India to access authentic luxury eyewear with ease, while simultaneously showcasing the brand’s heritage and expertise.
Physical expansion remains a key strategy, with localized marketing campaigns, community engagement, and popup experiences accompanying each new store opening. Furthermore, their collaboration with initiatives like ZEISS’s Aloka Vision Programme reflects their commitment to giving back, offering high-quality optical frames to underserved rural communities.
SOLVING CUSTOMER CHALLENGES
Navigating the wide array of eyewear options can often overwhelm consumers. Recognizing this, Dayal Opticals places a strong emphasis on offering personalized guidance, matching customers with the right products based on lifestyle, style preferences, and vision needs. In a market plagued by counterfeits, Dayal Opticals gives assurance to its customers of product authenticity by sourcing directly from authorized distributors and brand partners.
Their focus on transparency, expert advice, and a curated selection of top-tier eyewear helps customers make informed, confident choices, building long-standing trust and loyalty.
EMBRACING INNOVATION IN EYEWEAR
Technological advancements are reshaping the eyewear and vision care landscape, and Dayal Opticals has consistently stayed ahead of the curve. Innovations like auto-refractors, digital phoropters, and wavefront analysis have revolutionized eye testing, delivering faster and more accurate results. Lens technology, too, has evolved, with new features like blue-light protection, photochromatic adaptability, and antifatigue properties meeting the demands of today’s digital lifestyles. Customization through data-driven fitting tools and 3D scanning is becoming the new norm, offering customers bespoke eyewear solutions.
The brand’s investment in the ZEISS VisuCore 500 system exemplifies its commitment to providing unparalleled precision and comfort in eye testing. Keeping the best technology is not the only solution; what’s most important is having the most highly trained optometrists at each branch. By integrating cutting-edge tools with personalized service, Dayal Opticals continues to redefine vision care for modern consumers.
INNOVATION BEYOND TECHNOLOGY
At Dayal Opticals, innovation is not limited to technology— it’s a mindset. From sourcing lightweight, durable frame materials to enhancing the digital shopping experience, every advancement is aimed at improving customer satisfaction and elevating the brand experience. By continuously bringing in the latest eyewear collections from global fashion capitals and integrating seamless digital experiences, the brand ensures that its customers receive the very best of both worlds—luxury and convenience.
A CULTURE OF CARE AND COLLABORATION
The brand believes that a positive work culture is fundamental to its success. The management fosters an environment where employees feel respected, motivated, and connected. Open communication, regular feedback, and genuine appreciation for employee efforts help maintain a happy and productive workforce. Their utmost focus is to maintain a positive atmosphere and environment in each branch. Strong bonds between team members create a friendly, energetic atmosphere that customers can instantly sense when they walk into any store. By offering growth opportunities, encouraging work-life balance, and celebrating achievements—big and small—the brand nurtures a culture where everyone feels they belong.
LOOKING AHEAD
With a solid foundation of trust, innovation, and customercentricity, Dayal Opticals is poised for continued growth while aiming to become an undisputed leader in the industry for the coming generations. Their focus is steadfast on spreading the vision of premium and luxury eyewear across India, while staying true to their values of quality, authenticity, and care, as shared by Sarvash.
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