How Lenskart started

Peyush Bansal co-founded Lenskart in 2010 after returning to India from working abroad, at a time when buying a pair of glasses usually meant a visit to a small, old-fashioned optical shop with limited stock and prices that felt disconnected from what the product actually cost to make.

The problem they saw

Eyewear in India was sold mostly through independent opticians, and the buying experience had not changed much in decades. Selection was often limited to whatever the local shop had in stock, prices were high relative to manufacturing costs, and there was little transparency for customers trying to compare frames or understand what they were paying for. Bansal and his co-founders saw an opportunity to bring the ease and selection of e-commerce to a category that had been left behind.

What they sold first

Lenskart began by selling prescription eyeglasses and sunglasses online, letting customers browse a far wider range of frames than any single physical shop could stock. The company built tools to help people choose frames suited to their face and needs from home, addressing the natural hesitation people feel about buying glasses without trying them on first.

The decisions that mattered

Lenskart tackled the trial problem directly instead of ignoring it, eventually offering home trial services where customers could try frames before committing to a purchase. This addressed the single biggest objection to buying eyewear online and turned a perceived weakness of e-commerce into a service advantage.

The company also moved into owning more of its supply chain over time, including manufacturing and lens-making capability, which let it control quality and pricing rather than depending entirely on third-party suppliers. For a category where fit and prescription accuracy matter enormously, this control became a competitive strength.

Physical stores were added alongside the online business rather than treated as a separate, later idea. Lenskart used stores to handle eye tests and fittings that are genuinely easier in person, while keeping the broader catalogue and convenience of ordering online. The two channels were built to support each other rather than compete.

What a small brand can take from this

An old, sleepy category is often exactly where there is room to build something new. Eyewear had not changed in structure for years, which was precisely why it was ready for a different approach.

Address the real objection to buying online instead of hoping customers will get past it on their own. Lenskart made trying before buying possible, rather than just promising good returns.

Online and offline do not have to be rivals. Using each channel for what it does best — reach and convenience online, fitting and trust in person — can serve customers better than picking just one.

If you want your own store built around how customers actually shop for your category, you can start with early access.

Varchas Stores is not affiliated with Lenskart. This is an editorial story based on public reporting, written for founders who are starting out.