Lenskart, an eyewear retailer in India, has launched augmented reality (AR) try-on filters on Instagram. The new filter eyes to bring transform eyewear shopping in India.

With this latest innovation, Lenskart aims to boost its online penetration and presence across India, particularly in areas where physical accessibility to stores is limited. The feature will help customers to test different frames before purchasing. 

Lenskart eyes to develop and integrate this state-of-the-art feature and tap their urban youth audience. The company partnered with Bollywood actor Vikrant Massey to propel the launch. 

According to a company statement, the AR Try-on feature has already received 13 lakh installations per month. In addition to this, nearly 70 per cent of its users are trying this latest innovation every month. 

"We are excited to bring this groundbreaking AR Try-on filter feature to our customers," said Ramneek Khurana, Co-Founder, of Lenskart. 

"This technology enhances convenience and empowers customers to make more informed purchasing decisions. Our cutting-edge AR technology eliminates the guesswork, allowing customers to confidently choose the perfect eyewear that suits their style and preferences," he added. 

“AR has disrupted the way brands connect with consumers, and we’re excited to partner with Lenskart to launch exciting new filters for their followers and potential customers on Instagram. Our experience with brands across industries has shown that AR doesn’t just drive engagement but also delivers business impact for brands,” said Saugato Bhowmik, Director, D2C, CPG & Auto (India) at Meta.”