OPIUM Eyewear began with a bold vision: to make stylish, high-quality eyewear accessible to young, fashion-forward Indians. Since its launch in 1998 under the umbrella of Eternity Lifestyles, the brand has grown from a niche player into one of the most recognisable names in India’s eyewear industry.
But OPIUM is more than just an eyewear brand—it’s a reflection of bold style, individuality, and a strong cultural pulse. What truly sets it apart is its ability to stay in sync with global fashion trends while keeping the Indian consumer at the center of every decision.
OPIUM has made its mark by delivering runway-inspired designs at accessible price points, striking a balance between fashion and affordability. Its exclusive Marvel-inspired collections— featuring fan favorites like Iron Man, Captain America, and Wakanda— became instant bestsellers, capturing the imagination of pop culture enthusiasts.
The brand doesn’t just lead in design; it also excels in performance. Innovations like AVS (Advanced Vision Shield) lens technology provide superior UV protection and reduce eye strain, making each pair as functional as it is fashionable.
Today, with over 30 exclusive brand outlets across airports and malls, availability in 250+ departmental stores, and a network of 1,500 opticians nationwide, OPIUM has carved out a distinct identity. From superhero collaborations to vibrant optical drops, the brand speaks directly to India’s youth— confident, experimental, and always ahead of the curve.
Top-Selling Categories and SKU Snapshot
OPIUM offers a wide selection of sunglasses and optical frames for both men and women. Its core product categories include trend-driven fashion sunglasses, high-performance sports eyewear, and an expanding optical range—highlighted by the recently launched Colorfornia Optical collection, featuring over 20 color choices in a single model.
Among the fastest-moving products are oval metal frames, timeless navigators, and lifestyle sunglasses that strike a balance between style and comfort. With a dynamic portfolio of over 500 SKUs, the brand refreshes its collection every season to stay aligned with evolving consumer preferences.
“Design at OPIUM begins with listening— whether it’s to global fashion cues or the ever-evolving preferences of India’s style-conscious youth. Each product is thoughtfully crafted to strike the right balance between fashion, functionality, and everyday wearability. From frame materials to silhouette selection, every detail is considered with purpose. Most recently, we have seen massive success with the Celine-inspired oval sunglasses, a launch that quickly became a bestseller and a street-style staple – seen on influencers across platforms,” said Ronak Sheth, Founder, Eternity Lifestyles.
Innovation in Focus
- AVS (Advanced Vision Shield) Lens Technology: A feature exclusive to OPIUM – AVS lenses offer comprehensive protection by blocking UVA, UVB, and UVC rays (UV400- rated), resisting dust, scratches, water, and oil, and repelling fingerprints— thanks to hydrophobic, oleophobic, anti-static coatings. Made from tough polycarbonate, they provide high impact resistance, making them durable for everyday use.
- 2-in-1 Polarised & UV Protection: Several OPIUM models with AVS lenses also include polarised filters that reduce glare and enhance clarity, particularly while driving, travelling, or spending time outdoors.
- Lightweight, Resilient Frames: The frames use cellulose polymer (“O Polymer”), acetate, and TR90 materials that are hypoallergenic and flexible, ensuring comfort even during extended wear.
- Eco-conscious Innovation: The Colorfornia optical collection (among others) takes sustainability seriously, incorporating eco-friendly frame materials made from recycled or bio-based acetate without compromising on style or quality.
Market Footprint and Retail Presence
As Opium’s footprint is firmly rooted in the Indian market, with 30 stores and 1500+ optical doors; it is actively exploring opportunities for international presence. “OPIUM follows a robust omnichannel model. While physical retail has been at the heart of its journey, especially through its standalone stores and strategic departmental partnerships, the brand is rapidly scaling its digital presence to match the shift in consumer behavior. The goal is to be wherever the customer is—whether that’s in-store, on a phone screen, or browsing online,” said Sheth.
Digital Strategy and Marketing Reach
Digital is a core pillar of OPIUM’s growth, with the brand investing heavily in elevating its online presence. From optimising its website experience to engaging audiences through influencer-led content and immersive storytelling on social media, OPIUM ensures its digital journey mirrors the richness of its retail touchpoints. Customer data and insights guide product recommendations and trend-driven design launches, making digital not just a sales channel, but an extension of the brand’s identity.
Marketing at OPIUM is rooted in cultural relevance, consistency, and deep audience connection. By tapping into the preferences of Gen Z and millennials, the brand crafts campaigns that resonate— often through pop culture collaborations like Marvel-inspired collections featuring Iron Man, Captain America, and Wakanda. OPIUM’s presence is amplified by regular features on celebrities and influencers such as Akshay Kumar, Ajay Devgn, and Neha Dhupia. Coupled with strategic retail visibility and strong digital storytelling, these initiatives continue to position OPIUM as a leading force in fashion-forward eyewear.
Expansion Plan
Expansion remains a top priority for OPIUM as it charts the next phase of growth. Over the next 18 months, the brand plans to launch 50 new stores that will showcase both optical and sunglasses collections under one roof, along with five Concept Stores designed to deliver a more immersive and elevated brand experience.
“Within India, the focus is on deepening its footprint in Tier 2 and Tier 3 cities. On the product front, a robust pipeline of new launches is underway—pushing design boundaries and integrating advanced materials to enhance performance and style. OPIUM is also setting its sights on select international markets, aiming to bring the same bold energy, creativity, and cultural relevance that have defined its success in India,” concluded Sheth.
