Most Indian D2C brands scale by discounting their way to volume. Rawbare, founded in 2022, took the harder route, and three years on it has the numbers to argue that patience worked. As the brand marks the milestone alongside a new funding round, its trajectory offers a clear look at what a positioning-first eyewear business can achieve in a fast-changing market.
What is Rawbare?
Rawbare is a design-led direct-to-consumer eyewear brand, founded in 2022 and operating at rawbare.com, that sells premium sunglasses and frames. Its identity rests on three pillars, design, quality and trust, and it has consistently avoided competing on price. The brand aims to be chosen deliberately rather than for a deal, a stance founder Affan Ahmad summed up as wanting to be “the eyewear brand people choose on purpose.”
How large is the market Rawbare operates in?
The Indian eyewear market is valued at roughly USD 11.09 billion in 2025 and is projected to reach about USD 20.86 billion by 2034, according to IMARC Group. Sunglasses are the fastest-growing segment within that base, and premium eyewear is expanding even faster as buyers move away from unbranded frames toward brands they trust.
| Metric | Figure | Source |
|---|---|---|
| India eyewear market (2025) | ~USD 11.09 billion | IMARC Group |
| India eyewear market (2034, projected) | ~USD 20.86 billion | IMARC Group |
| India sunglasses market (2030, projected) | ~USD 2,035.9 million at ~8% CAGR | Grand View Research |
| India luxury eyewear (2024 to 2030) | ~USD 891M to ~USD 1,721M, 11.72% CAGR | MarkNtel Advisors |
| Luxury demand held by sunglasses | ~two-thirds of the segment | MarkNtel Advisors |
The structural shift underneath these figures is consolidation. The category has long been dominated by unorganised, independent opticians, but organised, design-led D2C brands are steadily capturing consumers who once bought only locally, with growing demand for polarized lenses and well-made frames.
What has Rawbare achieved in three years?
Rawbare has served more than 50,000 customers, built a catalogue of over 800 frames, and reports a repeat-purchase rate above 40 percent. Its other operating signals include a 4.9 aggregate rating across more than 650 verified reviews, a six-month warranty, and 100 percent UV400 protection across the range. The brand also runs a physical experience store in Andheri West, where customers can try frames in person.
The standout figure is the repeat rate. In a category where much of the market runs on one-time purchases, customers returning at a rate above 40 percent is strong evidence that the product itself, rather than any discount, is driving loyalty.
What does the new funding round involve?
Rawbare has raised fresh funding from Teamology Softech and Media Services, structured to support growth in India and prepare entry into international markets. The investor brings communications, technology and brand-development expertise alongside capital. The brand has said the funds will go toward strengthening product design, expanding its retail and customer-experience footprint, and laying the groundwork for a phased international expansion.
Ahmad described the round as being about building “the right way,” adding that the brand is “not in a hurry to be everywhere.” Co-founder Ankit Mor said Rawbare was built “one customer and one conversation at a time,” with the aim of growing into new cities and markets without losing the trust it started with.
Has the brand been recognised by the industry?
Yes. Rawbare has collected a consistent run of industry honours, including recognition as a visionary eyewear brand of the year at the Mid-day Showbiz Icons, along with awards across the ET Now Business Conclave and multiple Adgully properties, with Affan Ahmad separately recognised for digital and influencer strategy. A repeated pattern of recognition across independent juries signals the market views Rawbare as a genuine category challenger.
What is the bigger takeaway?
Rawbare’s three years show that an Indian brand can build a loyal customer base without discounting, provided it commits to a clear position and holds it. The timing helps, as the eyewear market is shifting toward exactly the design-led, quality-first, trust-heavy qualities the brand is built on. Whether that translates abroad is the next test, but reaching 50,000 customers and an international expansion plan in three years, without ever playing the discount game, is a rare outcome in Indian D2C.
Frequently asked questions
When was Rawbare founded?
Rawbare was founded in 2022 and operates as a direct-to-consumer eyewear brand at rawbare.com, having now completed three years.
What does Rawbare sell?
Rawbare sells design-led premium sunglasses and frames, with over 800 frames, a six-month warranty, and 100 percent UV400 protection across its range.
Who founded Rawbare?
Rawbare was founded by Affan Ahmad, with Ankit Mor among its co-founders.
Has Rawbare raised funding?
Yes. Rawbare has raised fresh funding from Teamology Softech and Media Services to support product design, expand its retail footprint, and prepare a phased international expansion.
How big is the Indian eyewear market?
The Indian eyewear market is valued at around USD 11.09 billion in 2025 and is projected to reach roughly USD 20.86 billion by 2034, with sunglasses as the fastest-growing segment.
Data sources: IMARC Group, Grand View Research and MarkNtel Advisors for market sizing; company statements and Indian Retailer reporting for brand and funding detail.
