Rawbare is a Mumbai-based, design-led D2C eyewear brand founded in 2022 that sells premium sunglasses and frames without competing on discounts. In about three years it reports more than 50,000 customers, over 800 frames, a repeat-purchase rate above 40 percent and a physical experience store in Andheri West.
Indian eyewear has long been split between cheap unbranded sellers and expensive international labels. Rawbare chose a third route: original designs at a premium but accessible price, sold mainly through its own website. This is how the Rawbare eyewear brand got here and what comes next.
What is Rawbare?
Rawbare is a direct-to-consumer (D2C) eyewear brand that sells sunglasses and optical frames on rawbare.com and at its store in Andheri West, Mumbai. The company behind it is Rawbare Lifestyle Pvt Ltd.
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The brand’s pitch is simple. Instead of running constant sales, it puts its effort into design, materials and service. Founder Affan Ahmad has said he wants Rawbare to be “the eyewear brand people choose on purpose.”
Rawbare at a glance
| Detail | Figure (as reported by the company) |
|---|---|
| Founded | 2022 |
| Headquarters | Mumbai |
| Customers served | More than 50,000 |
| Catalogue | Over 800 frames |
| Repeat-purchase rate | Above 40 percent |
| Rating | 4.9 from more than 650 verified reviews |
| Warranty | Six months |
| UV protection | 100 percent UV400 across the range |
| Offline presence | Experience store in Andheri West, Mumbai |
How large is India’s eyewear market?
The opportunity is large. IMARC Group estimates the Indian eyewear market at about USD 11.09 billion in 2025 and projects it to reach about USD 20.86 billion by 2034.
Sunglasses are among the fastest-growing parts of that market. Grand View Research projects the Indian sunglasses market to reach about USD 2,035.9 million by 2030, growing at roughly 8 percent a year. MarkNtel Advisors estimates that Indian luxury eyewear will grow from about USD 891 million in 2024 to about USD 1,721 million by 2030, with sunglasses making up roughly two-thirds of that luxury demand.
A large share of eyewear in India is still sold through local, unorganised shops. Organised, design-led brands have been taking a bigger share as buyers look for reliable quality, clear warranties and better after-sales service.
What has Rawbare achieved in three years?
By its third year, Rawbare reported crossing 50,000 customers. More telling for a D2C brand is the repeat-purchase rate of above 40 percent. In a category where many people buy once every year or two, repeat buyers suggest the product and service are doing their job.
The catalogue has grown to more than 800 frames, covering sunglasses, optical frames and kids’ eyewear. Every pair comes with 100 percent UV400 protection and a six-month warranty, and the brand holds a 4.9 rating across more than 650 verified reviews.
The Andheri West experience store gives customers a place to try frames in person. For an online-first brand, a physical store also helps with trust, since many Indian buyers still want to see eyewear on their face before they pay.
Why no discounts?
Most D2C brands in India grow by running heavy sales. Rawbare has avoided that. The argument is that steady discounting trains customers to wait for the next sale and makes it hard to build a premium brand.
Instead, the brand has spent on design, product photography, creator partnerships and customer service. The repeat-purchase figure is the company’s main evidence that this approach works.
What sets Rawbare apart
- Design first: the brand competes on design and build quality rather than on price.
- Clear pricing: no inflated MRPs followed by permanent sales.
- Protection as standard: UV400 lenses across the range, not only on premium lines.
- After-sales support: a six-month warranty and a store where buyers can get help in person.
What does the new funding round involve?
Rawbare has raised fresh funding from Teamology Softech and Media Services. The company says the money will go into product design, retail expansion and a phased push into international markets.
Affan Ahmad described the round as being raised “the right way” and said the company is “not in a hurry to be everywhere.” Co-founder Ankit Mor said the brand was built “one customer and one conversation at a time.”
Has the brand been recognised by the industry?
Rawbare has picked up several industry awards. These include a visionary eyewear brand of the year honour at the Mid-day Showbiz Icons, along with awards at the ET Now Business Conclave and across several Adgully properties. Affan Ahmad has also been recognised separately for digital and influencer marketing strategy.
What is the bigger takeaway?
Rawbare’s growth shows that an Indian D2C brand can build a loyal customer base without fighting on price. Its next test is international expansion, where it will compete with established global labels and will need the same repeat business it has built at home.
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Frequently asked questions
Who is the founder of Rawbare?
Rawbare was founded by Affan Ahmad, who leads the company as founder. Ankit Mor is the co-founder.
Where is the Rawbare store?
Rawbare has a physical experience store in Andheri West, Mumbai. The full range is also sold online at rawbare.com.
Is Rawbare an Indian brand?
Yes. Rawbare is an Indian D2C eyewear brand run by Rawbare Lifestyle Pvt Ltd and based in Mumbai.
Do Rawbare sunglasses have UV protection?
Yes. The brand says its whole range offers 100 percent UV400 protection and comes with a six-month warranty.
Sources: IMARC Group: India eyewear market, Rawbare official website.
