Titan Shades was a premium brand of sunglasses launched by Titan Industries last year. The price was in the range of Rs 2,500 to Rs 5,500. The Shades brand was test marketed in Bangalore and Chennai.
Harish Bhat, COO Titan Industries said,
Market Research showed that consumers saw sunglasses as youthful including the adults. Fastrack caters to this segment and hence we concluded to drop Shades.
My guess is someone from Titan’s Tanishq must have pushed for luxurious sunglasses but that seldom has an appeal.