The eyewear industry has seen significant
growth in recent years, driven by the increasing focus on vision care in a
screen-dominated world. With younger generations and the working population
spending more time on digital devices, there has been a surge in demand for
eyewear that not only corrects vision but also addresses issues like digital
eye strain and at the same time is personalised to one’s professional and
personal lifestyle needs. This shift has prompted innovative marketing
strategies, with brands focusing on both functionality and style. As eye health
becomes a priority alongside personal style, eyewear has become an important accessory
in conversations around fashion and wellness. The demand for innovative,
comfortable, and personalised eyewear has led to a market that is evolving to
meet these needs.
To explore this further, we spoke to one of
the industry leaders, ZEISS.
Join us for the Crafting Bharat special
feature, where our host Rahul Makin sits down with Boris
Dejonckheere, Head of Global Sales Operations at ZEISS Vision Care, for a
conversation that covers how innovation and personal vision solutions are
shaping the future of eyewear and eyecare.
This episode is brought to you by NewsReach,
India’s PR-tech platform, and produced in partnership with HT Smartcast.
Watch the episode here: Crafting Bharat: How ZEISS is Powering the Future of Eyewear
| ft. Boris Dejonckheere
Edited Excerpts:
Boris,
you've been part of ZEISS for nearly three decades. How has the idea of eyewear
changed over the years?
Boris
Dejonckheere:The
evolution has been dramatic! In the beginning, eyewear was purely functional -
just a way to correct poor vision. But now, it is an extension of personal
style and an interface with technology. It is transformed from a medical device
to a lifestyle choice. “Today, it is both utility and expression. I look at
someone and I don’t even notice their shoes - but the face, the frame, that's
what stands out first!” People choose frames that reflect their identity,
and lenses that fit their lifestyle, from work to sports to screens. Eyewear
today is about enhancing how we see and how we are seen.
ZEISS is known globally for its
precision optics. How do you stay relevant in today’s trend-driven, tech-savvy
market?
Boris Dejonckheere: Staying relevant today means being grounded in what we’ve always done
best - science and precision. At the same time being agile enough to anticipate
human behaviour, lifestyle shifts, and emerging desires are crucial.
At ZEISS, we’ve never looked at lenses as just
medical tools. They’re part of how people move through the world, how they
express themselves, how they engage with digital screens, and increasingly, how
they want to live more sustainably. That means we don’t just follow trends - we
study them, dissect them, and build long-term innovation around them.
ZEISS Vision Care division was introduced in
1912. Within ten years, we already knew it wasn’t enough for people to just
‘See’. Rather, they had to feel comfortable, confident, and connected. So, we
pioneered anti-reflective coatings, not just to improve vision, but to allow
eye contact to feel more human, more direct."
Now fast-forward to today, where trends evolve
almost monthly. Fashion-forward consumers want frames that make a statement.
Professionals demand lenses that reduce digital eye strain. Parents want
protection and comfort for their kids’ screen time. We don’t treat these as
separate needs. Instead, we integrate them into one cohesive offering -
personalised, precise, and beautiful.
Today, we’re building on that legacy with
personalisation. “We tailor lenses to a wearer’s frame, facial shape, and
even how far the frame sits from the nose.”
In short, we stay relevant by not treating
vision as static. We treat it as dynamic, deeply personal, and ever-evolving,
just like the people we serve.
Digital
eye strain is becoming a major issue. How is ZEISS addressing this?
Boris Dejonckheere: The kids and teens spending hours on screens,
digital eye strain, and early-onset myopia are growing concerns. At ZEISS, we
recognised this over 20 years ago and developed lenses that do more than
correct vision - they help prevent long-term issues.
"By gently encouraging the eye to shift
focus between near and far distances, our lenses help slow down the elongation
of the eye, which causes myopia." This
design supports healthier visual habits and reduces the strain caused by
screen-heavy lifestyles.
And of course, we know style matters -
especially for younger wearers - so we’ve made sure these lenses not only
protect, but look great too.
India is a fast-growing market and
often labelled price-sensitive. How do you approach that?
Boris Dejonckheere: It is true that affordability plays a big role in buying decisions,
but that’s not unique to India. Every market is price-sensitive in its own way.
What makes India truly unique is how discerning consumers are. People here
don’t just look at the price - they look at the value behind it. And when it
comes to their eye health, they don’t want to compromise.
We are fortunate that there's a growing
awareness about eye health. Most people understand they only get one pair of
eyes, and they’re willing to invest in keeping them safe and healthy. “People
are willing to invest in better vision, especially when they understand the
value.”
That’s why we focus on balancing quality and
affordability. For example, all ZEISS lenses come with 100% UV protection -
like invisible sunscreen for your eyes, without any fuss. It is a small detail
that makes a big difference, and Indian consumers really connect with that
blend of function, safety, and style.
What upcoming innovations in eyecare and
eyewear are you most excited about?
Boris Dejonckheere: Smart frames. The future isn’t just wearable - it’s invisible. “Imagine
your GPS, WhatsApp messages, or notifications projected directly onto your lens
- no need to check your phone or smartwatch.” These developments are closer
than people think.
And the best part? They’ll look just like
regular glasses. Nothing flashy or sci-fi, just smart and wearable. “The
future isn’t just in front of your eyes - it’s right there, on your lens.”
Let’s talk Gen Z and millennials. How are they
shaping eyewear?
Boris Dejonckheere: They’re changing everything from how eyewear looks to how it is made.
Younger consumers are demanding more - more colours, more boldness, more
sustainability. They want products that reflect who they are and how they live.
“Gradient tints, bold frames, eco-friendly materials - this generation wants
it all, and we’re listening.” We’re also seeing a shift toward custom
frames made with less waste, sometimes 3D-printed to fit the wearer’s head
shape exactly. When lenses and frames are made for you and only you, it
elevates eyewear to something deeply personal.
Classic black or bold colours?
Boris Dejonckheere: “Definitely black! But Bold Black frames
that add presence to your face.”
As we look to the future, Boris is
particularly excited about the innovations on the horizon, like smart frames
that blend technology seamlessly into everyday eyewear. With a focus on
personalization, sustainability, and functionality, ZEISS continues to lead the
way in making eyewear both a statement of style and a tool for better vision.
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