Bengaluru: Copenhagen-based Orgreen Optics has entered the Indian market through a strategic partnership with ZEISS India, a senior official of the company shared with ETRetail.
Founded in 1997, Orgreen Optics has spent more than two decades expanding globally — first across Scandinavia and Europe, then the US, Middle East, and Asia. India, however, was a move the company took time to prepare for, said Henrik Wenzel Orgreen, founder and CEO of the company.
“For us, it’s not just about finding a new country and going in. It’s about preparing and finding the right partners,” he said. “We were in no rush. We used a lot of time talking, agreeing, and finding out what they [Zeiss India] wanted, what we wanted. In the end, we saw the same ambitions going forward.”
Orgreen highlighted India’s shift toward premiumisation in eyewear as a key trigger for entry. As income levels rise, he said, consumer preference is maturing from big-logo fashion brands toward high-quality designer eyewear. “We’re not trying to sell cheap eyewear. We’re trying to sell the best eyewear we have in the world,” he said, while acknowledging the brand plays in a limited but growing segment.
The partnership with ZEISS India is expected to provide immediate scale and credibility. “ZEISS has a very strong presence, strong momentum, and a strategy about growing the market in India,” Orgreen said. “It gives a little bit of a quality mark. ZEISS wouldn’t pick Orgreen if they didn’t believe in the quality.”
While ZEISS India will represent the brand, Orgreen emphasized consistency in its global product DNA. The brand will continue manufacturing primarily in Japan, currently 85–90 per cent of its production.
On investments, Orgreen said the company is putting resources into building the right team and market approach, with openness toward future India-specific collaborations. “We have a positive mindset towards how we use resources. Once we enter a new venture, especially with a partner like ZEISS, we want to support 100 per cent from the Copenhagen office,” he noted.
Calling India a “huge potential market”, Orgreen said the real test for the brand will be the long game. “We never know what can happen, but I hope we are part of that journey. We will see in 10–20 years where we end up.”
