MUMBAI: MTV is making an entry into the lifestyle segment with the launch of a range of ‘MTV‘ and ‘Roadies‘ eyewear.

For this line of business activity, MTV has entered into a three-year licensing agreement with Aureole Inspecs.

The MTV range of eyewear will be launched under the brand - ‘Framed by MTV‘ and will comprise designs and models that are not only ‘chic and cool‘ but also contain design and packaging elements that are uniquely MTV.

While the sunglasses will be available starting next week, the spectacles‘ range will be launched in the first quarter of 2010.
 
"We want our presence across the maximum categories that today falls within the youth‘s demand preview," avers Viacom18 VP Consumer Products & Communications Sandeep Dahiya. "Eyewear is much more than just glasses; they define style, attitude and are a fashion statement. With this partnership, we are launching MTV and Roadies special sunglasses as well as spectacles."

Priced between Rs 1,200 to 3,000, the sunglasses will be available at all the conventional as well as big retails stores. "Demographically, we are targeting the top 50 towns in India for our eyewear products. And given our partner Aureole‘s reach, it won‘t be a problem," Dahiya affirms.
 
The drive will be to expand the market which is currently dominated by the organised sector. Says Dahiya, "There are lots of known sunglass brands but not spectacle brands. Being a need-based industry, it is sized at around Rs 20 billion. However, only 10-15 per cent is under the organised sector, thereby revealing a huge potential to tap. Also, consumers are opting for multiple and designer spectacles, which opens up the market."
 
Aureole Inspecs India is a joint venture company responsible for the business operations of Inspecs in the Indian sub-continent. The company specialises in eyewear across the spectrum with brands like FCUK, CAT, Speedo, Austin Reed, Mayhem & Manish Arora.