Over the past several months, CooperVision India has introduced the MyDay® brand to the market. Positioning the offering as the most premium 1-day contact lens available, the launch focused on a select audience, partnering with the country’s top 50 eye care practices.
The effort kicked off with a formal gathering in Delhi, where MyDay® was unveiled to assembled guests. Arnab Sarkar, India’s Country Manager, shared the silicone hydrogel growth story along with CooperVision India’s ambitious plans to become number one in the category by 2019.
From there, soft launches began to take shape in Mumbai and Ahmedabad. Sales teams and distributors personally delivered pre-booked trial sets and saleable packs in MyDay®-branded storage units, along with associated brand support materials.
Initial feedback has been positive, with the team seeing upgrades from hydrogel offerings as well as competitive silicone hydrogel lenses.
“Response from practitioners has been very encouraging, especially regarding end-of-day comfort. MyDay® and clariti® 1 day form important parts of our silicone hydrogel range in India, as we race toward category leadership,” said Anand Nayal, Marketing Manager, India.
Promotion continues, including an active presence on social media and within practices fitting the lenses.