Established in October 2023, Que is a lifestyle brand headquartered in Noida, Uttar Pradesh. Founded by Shashank Saurabh, and Abhishek Deep, Que is committed to redefining the eyewear industry by offering premium-quality, fashionable sunglasses that exude luxury and style.
Inspired by a passion for fashion and a vision to democratise luxury, Que looks to set new standards in eyewear excellence. With Shikhar Dhawan as its brand ambassador, Que looks to epitomise sophistication and exclusivity.
Medianews4u.com caught up with Que Universe co-founder, CEO Shashank Saurabh. He holds a Bachelor’s degree in Computer Science Engineering (B.Tech CSE) and brings a wealth of experience in digital marketing and growth leadership roles. With a background in companies like Times Internet, CashKaro.com, ZEE5, Zomato, and Gaana, his strategic vision and industry insights drive Que’s success.
Q. How did the partnership with Shikhar Dhawan come about?
The partnership with Shikhar Dhawan came about quite naturally. As a brand, we have always admired his unique style and his attention to maintaining a balanced lifestyle. Shikhar’s easygoing personality and passion for fashion align perfectly with our brand values. We initially reached out to his team to explore the possibility of a collaboration. After several discussions, we had the chance to show him our products and share our vision for the brand. He was impressed with the sunglasses and the concept behind them, which led him to join us not just as a partner, but as someone who genuinely believes in what we’re building.
Q. What is the advantage of having him as an investor rather than just as a brand ambassador?
Having Shikhar as a partner rather than just a brand ambassador is a significant advantage for us. While a brand ambassador’s role is typically limited to endorsing the product, a partner has a much deeper connection to the brand’s growth and success. Shikhar’s involvement as a partner means he is personally invested in our journey, which enhances our credibility in the market. His influence helps us create stronger brand awareness while also reducing marketing acquisition costs. Additionally, his presence brings authenticity to the brand, contributing to rapid growth by organically building trust among his fan base and the wider audience.
Q. What marketing tactics will be employed during the festive season to create awareness?
For the festive season, we ramped up our marketing efforts to capitalise on the excitement surrounding Diwali and Navratri. One of the key tactics we’re employing is our participation in the Great India Festive Sale, both on Amazon and on our website.
During this period, we offered a flat 30% discount on our products, which will help boost sales and create awareness among customers looking for festive deals. Additionally, we are enhancing our digital presence through targeted campaigns across social media and e-commerce platforms to reach a wider audience during this high-traffic period.
Q. What does the media mix look like? Will the thrust mainly test on digital?
Our media mix is primarily centered around digital channels, as we believe this is where our target audience spends most of their time. We are currently active on platforms like Meta (Instagram and Facebook), where we are running targetted advertising campaigns. In addition, we have a strong presence on e-commerce platforms like Amazon, where we are actively marketing our products. While digital is a key focus, we also explore offline opportunities where relevant, but for now, the thrust remains largely on digital to ensure we connect with tech-savvy, mobile-first consumers.
Q. What are the various aspects of disrupting the sunglasses industry going to be?
The sunglasses industry, particularly in India, is at a stage where it’s ready for disruption. At present, there is very little focus on fast fashion when it comes to eyewear, especially sunglasses. Consumers also lack awareness about the importance of quality sunglasses and how low-grade products can lead to eye health issues, such as cataracts. Our goal is to address this gap by introducing a range of modern, stylish sunglasses that blend fashion with functionality. We are looking to not only educate the market on the health benefits of wearing quality sunglasses but also offer fast-fashion designs that cater to changing trends, ensuring that we stay ahead in the industry.
6. Is it a challenge to convince consumers to switch brands?
While switching brands can be a challenge in some markets, in India, consumers are primarily driven by value for money. As long as we offer a product that strikes a balance between quality, design, and price, we believe the challenge becomes much smaller. Indian consumers are increasingly willing to explore new brands if they perceive them to offer a better product at an accessible price. With our focus on offering high-quality, stylish sunglasses at competitive prices, we are confident that we can convince consumers to make the switch to our brand.
Q. Is the sales focus omnichannel? Kindly elaborate.
Yes, our sales strategy is definitely omnichannel. We recognize that different customers prefer to shop through different channels, so we’ve ensured that our products are available on multiple platforms. Currently, we are focusing on our website and Amazon, but we’re also planning to expand to other e-commerce platforms in the near future. By being present across a variety of channels, we aim to provide our customers with a seamless shopping experience, whether they prefer to shop online or through other mediums. This multichannel approach allows us to reach a broader audience and cater to different shopping preferences.
Q. Is the TG Gen Z NCCS(New Consumer Classification System) or major Metros?
Our target group (TG) primarily consists of Gen Z and Millennials who are living in tier 1 and tier 2 cities. While we are focused on urban areas, we also see a strong potential in tier 2 cities where consumers are becoming increasingly aspirational and willing to spend on brands that offer both style and value. This mix of a young, urban demographic allows us to capture a wide and diverse customer base.
Q. What role is AI playing for the company from product innovation to price points to identifying market gaps and marketing?
AI is significantly transforming the way we operate, particularly in marketing. We’re using AI to optimise our conversion rates, making our marketing efforts faster and more effective. It helps us solve problems in real time, identify market gaps, and create tailored pricing strategies, ensuring we stay competitive and responsive to consumer needs.
