E-commerce platforms are helping business in many ways: Nitin Grover, Scavin India
Nitin Grover, Managing Director, Scavin India tells us about the brand's evolution and its entry into the online business
Published - 22-March-2019
Scavin, a leading manufacturer and retailer in fashionable eyewear products was established in 2000. Starting out as a wholesale counter, today it has forayed into the online business and is available on most of the online shopping sites. Although the eyewear market now has seen the emergence of many new brands, it is still considered an unorganized space.
We spoke to Nitin Grover, Managing Director, Scavin India, to find out if pricing is a major reason behind this, he explained, “Eyewear comes under the fashion category. It’s not a bare necessity for any consumer. It becomes a necessity for frames as 35% of the Indian population is in need of vision correction. However, for sunglasses, it’s more about fashion or value statement. So, the price is not a major factor in this case. If someone has to buy a frame, they will definitely do so”.
Scavin being an old brand has witnessed the change the market has gone through, he says, “The e-commerce platforms are helping business in various ways, today reaching out to consumers have become more easy and convenient. We started from a wholesale counter and today we are present on the major online portals - Myntra, Flipkart, Jabong and at NCS stores- Centrals, Brand Factory, and Reliance Trends. There are Indian as well as international brands available today. Price plays an important role. Still, people in India need awareness on the quality of a frame or a sunglass they are buying”.
Scavin International holds the rights for Lee Cooper and Killer eyewear brands in India; it will be launching a new product called ‘Intregriti Sunglasses’ by October 2019.
Explaining why the brand is not very active on the marketing front, Grover said, “We are into bus advertisements and radio, but not on television and print”. For the company, brand associations with movies represent the brand quickly, “We have done associations with films like Bareily ki Barfi and Bajrangi Bhaijaan and our main distribution markets are South and North India”. Grover also pointed out, “Eyewear is a niche category and we are a well trusted reliable brand. Today, people are aware of aviators or wayfarers or Polarised/Mirrored sunglass technology. Earlier sunglasses were only known as 'Raybans'. Today we have brands, styles, low-high price point, so one can buy a pair of sunglasses according to one's requirement and budget”.