In a significant development for the D2C ecosystem India, eyewear giant Lenskart has made a strategic investment in Mumbai-based Ajna Lens, a deep-tech startup known for its AI-powered XR (Extended Reality) glasses. This move marks a bold leap for Lenskart as it pushes further into the smart wearables and immersive tech space—an area of growing interest within D2C startup news and innovation.
Ajna Lens, founded in 2014, has made waves in the global tech landscape with its cutting-edge spatial computing and AI-vision capabilities. The startup earned international acclaim after winning the CES Innovation Award 2023 for its flagship product AjnaXR, touted as one of the most advanced mixed reality headsets in the world. The brand’s core vision is to augment human intelligence through immersive XR experiences that bridge the physical and digital realms.
The partnership is strategically aligned with Lenskart’s D2C expansion plans, enabling the eyewear leader to build accessible smart glasses tailored to evolving consumer behavior in the D2C business India. By leveraging Ajna Lens’s proprietary tech and combining it with Lenskart’s expertise in frame design, engineering, and omnichannel retail across 14 countries, the collaboration promises next-gen product innovation.
This alliance is timely and relevant to the booming D2C electronics and gadgets segment in India, especially amid rising demand for premium and smart wearables. It also signals rising convergence between tech-first D2C brands India and deep-tech enablers.
Lenskart’s CEO and Co-Founder Peyush Bansal commented on the investment, saying, “This marks a pivotal chapter in our journey towards building smart glasses for everyone. It began with our launch of Phonic audio glasses in December 2024 and continues with Ajna Lens. Together, we are well-positioned to lead the smart eyewear revolution in India and beyond.”
As one of India’s most prominent D2C brands, Lenskart’s entry into XR wearables aligns with current D2C market trends 2025, which indicate a growing overlap between lifestyle, tech, and personalized user experiences. Ajna Lens’s products already serve enterprise, defense, and education sectors, but with Lenskart’s direct-to-consumer India reach, the next wave will see mass-market smart glasses become a reality.
The move also reflects broader trends seen in latest D2C startups, where product innovation, personalization, and tech-enabled lifestyle solutions are key growth drivers. This partnership could inspire other VC-backed D2C brands to adopt similar tech collaborations, fostering a smarter and more immersive future for everyday consumer experiences.
With Lenskart’s omnichannel D2C strategy and Ajna Lens’s XR stack, this collaboration has the potential to set benchmarks in the D2C industry news cycle. The upcoming product launches will likely be followed closely across D2C daily news, given the increasing consumer interest in wearables that blend form, function, and future-ready tech.
As Indian D2C updates continue to show a trend toward smart consumer products, the Lenskart-Ajna Lens alliance stands as a strong case of how traditional D2C eyewear brands can evolve through visionary partnerships.