IRUS, an emerging brand under the IDEE banner, was introduced to the Indian eyewear market in 2017. Launched with a fresh perspective and a clear mission, IRUS has established itself as the go-to brand for India’s youth, particularly among college-goers and fashion-conscious individuals. It has gained momentum and visibility, capturing the hearts of young adults aged 15 to 25 with its bold designs, affordable pricing, and modern appeal.
The brand’s initial success was bolstered by a move in 2017 when IDEE signed popular Bollywood actor Kartik Aaryan as the face of IRUS. Known for his youthful, relatable personality, Aaryan has resonated deeply with IRUS’s target audience, inspiring them to adopt the brand’s fresh, colourful and trend-forward eyewear. Aaryan’s association with the brand continues today, solidifying IRUS’s position as a leading name in youth fashion eyewear in India.
The Essence of IRUS
IRUS prides itself on being the “stylish new kid on the block,” a brand designed to appeal to today’s dynamic youth. Known for its bold designs, vibrant colours and effortlessly cool styles, IRUS sets a new standard for eyewear that is stylish yet affordable. The brand’s core identity centres around fast fashion, allowing customers to update their looks without breaking the bank. This “accessible luxury” approach has made IRUS an instant favourite, especially among college students and young professionals who seek trend-setting looks at reasonable prices.
The collections are refreshed regularly to keep up with the latest fashion trends, offering models that range from aggressive and sporty to glamorous and chic. IRUS eyeglasses and sunglasses are crafted with a unique flair, combining style, comfort, and affordability. This fast-fashion approach ensures the designs stay current, making them an essential part of any young fashion enthusiast’s wardrobe.
Brand Mission and Vision
The mission of IRUS is clear: to provide fast fashion eyewear at an economical price, ensuring young customers have access to the latest trends. This commitment to offering high-quality, stylish eyewear without the luxury price tag is what makes IRUS stand out in the highly competitive eyewear market. Each collection contains a spirit of freshness, joy and colour, capturing the essence of youth and modernity.
As a brand, IRUS aims to “set the trend” in eyewear, with each piece carefully designed to reflect current fashion sensibilities. IRUS celebrates individuality and self-expression, offering options that range from understated sophistication to bold, head-turning statements.
The IRUS Collection
IRUS eyewear is a balanced blend of style, colour, innovation, and affordability. The collections have a commercial appeal, featuring designs that are:
Stylish: Catering to the latest fashion trends, IRUS eyewear delivers contemporary and chic options that appeal to modern youth.
Colourful: Vibrant hues and bold shades bring a fresh appeal to each collection, allowing wearers to make a statement.
Economical: By prioritising affordability, IRUS ensures that style is accessible to all young consumers.
Innovative: With its finger on the pulse of global eyewear trends, IRUS integrates innovation and design to meet the demands of young customers.
Fast Fashion: The brand’s fast-fashion model ensures that it keeps up with the latest trends, providing customers with new collections regularly.
These qualities make IRUS a brand that not only resonates with the youth but also offers an easy, stylish and affordable eyewear solution for various occasions.
Demographic Appeal
IRUS targets young adults aged 18 to 25 who are keen to stay on top of fashion trends. The brand is particularly appealing to students, young professionals and trend-conscious urbanites. Designed to meet the evolving needs of India’s youth, IRUS caters to a market that values both style and functionality.
Its demographic reach is focused on urban and semi-urban areas, where young people have access to the latest in fashion and technology. This strategic positioning has enabled IRUS to expand its market presence effectively, connecting with young consumers in both metro cities and smaller towns.
Gender And Material Composition
IRUS has crafted its collections with a clear understanding of gender preferences and material preferences among its customers.
The materials used in IRUS eyewear are divided equally between metal and plastic, offering customers a diverse range of textures and finishes. Metal frames lend a sophisticated and premium look, while plastic frames provide vibrant colours and bold styles that cater to the brand’s youthful, dynamic aesthetic.
Expansive Market Presence
IRUS has secured a substantial retail footprint across India, with a presence in both modern trade outlets and standalone optical stores. The brand is available at major retail chains such as Pantaloons and Shoppers Stop.
In addition to modern retail, IRUS has established partnerships with some of India’s leading optical retail chains, providing further reach and accessibility. Through these collaborations, IRUS eyewear reaches an impressive network of 2,500+ standalone stores across the country, solidifying its position as a widely available and highly accessible brand.
Online Presence
In addition to physical stores, IRUS has a strong online presence, making its products available to tech-savvy young adults who prefer shopping online. IRUS eyewear is available on popular e-commerce platforms such as Amazon, Flipkart, Ajio, Nykaa, and Myntra. This omnichannel approach enables the brand to reach a wider audience, including customers in areas where physical retail stores may not be available.
Why IRUS Stands Out
IRUS offers a unique combination of trendsetting designs, affordability, and wide accessibility, all backed by a brand that resonates with youth culture. The brand’s alignment with Bollywood star Kartik Aaryan has been instrumental in building a strong brand image and fostering a loyal following among young consumers.
In a market where eyewear is often seen as a luxury, IRUS has redefined accessibility by providing “fast fashion” eyewear. The brand’s vibrant colours, youthful designs, and affordable prices make it an ideal choice for young adults who want to stay stylish without overspending.
With its well-established foothold in the Indian eyewear market and a loyal customer base, IRUS is poised to continue its growth trajectory. As the brand looks to the future, it is likely to explore new collections and collaborations that will further reinforce its position as a leading trendsetter in youth eyewear fashion.
In summary, IRUS eyewear has successfully crafted a niche for itself by offering stylish, affordable, and high-quality eyewear that appeals to India’s youth. With a growing retail presence, a strong online strategy, and a commitment to fast fashion, IRUS is set to continue capturing the imaginations of young consumers and redefining eyewear fashion in India.
