After adorning countless wrists and capturing significant chunks of the jewellery market, the Rs 959 crore Titan is now eyeing a piece of the designer eyewear collection market. Titan has set its sights on this fashion accessory with visions of making it a Rs 50-crore brand over the next four years and challenging Ray Ban's numero uno status in the country. Barring a couple of brands, the Indian sunglass market is still dominated by unorganised players at one end and expensive designers labels at the other end with nothing in between.

Titan is looking at bridging this gap, Ajoy H Chawla, business head, accessories and licensed brands said at the launch of its FASTRACK Eye Gear in Pune on Friday. FASTRACK is an extension of the Titan FASTRACK watches, a sub-brand targeted at the youth. The collection is priced from Rs 695 to Rs 1,995. At present, about nine to 12 million pieces are sold in the country and there is a lot of untapped potential, Mr Chawla said. Titan will be sourcing these products from Hong Kong, South Korea and China and will not be manufacturing it in India.

"We will focus on design, quality and the brand. We want it to be the number one brand in four years," Mr Chawla said. After entering the stylish and affordable eyewear segment, Titan is exploring possibilities of adding a few more products under the Titan brand. "We want to fee the brand from one category and bring in more categories," Mr Chawla said. It will be available at Shoppers' Stop, Westside, Pantaloon, Planet M, Lifestyle and Musicworld outlets.

Titan will be using its extensive dealerships and retail network across the country to push FASTRACK. All the 'World of Titan' showrooms and and the 67 Tanishq boutiques in 52 cities will be selling FASTRACK. A cross promotion of the products will also be considered, Mr Chawla said. Titan is also taking to optician chains such as Lawrence and Mayo to sell through their network.