India’s eyewear market is seeing a shift as younger consumers increasingly view sunglasses not just as functional products, but as an extension of fashion, identity and personal style. QUE Universe is positioning itself at the centre of this change with a fashion-first approach to eyewear.
Founded by Shashank Saurabh, QUE Universe aims to build a new-age Indian eyewear brand that responds quickly to changing fashion trends and evolving consumer preferences. The brand combines trend-led products, creator collaborations and digital-first storytelling to build relevance among Gen Z and millennial consumers.
Building Eyewear around culture and self-expression
QUE Universe was created around a simple observation: fashion trends are changing faster than ever, driven by social media, creators and digital communities. Yet eyewear has traditionally been positioned around utility or premium luxury.
QUE is taking a different route.
The brand brings together fashion, culture and contemporary design through seasonal drops, premium acetate collections, statement silhouettes, trend-led launches and everyday lifestyle designs. Its products are available through its official website and online marketplaces including Myntra and Amazon.
Rather than treating sunglasses as an occasional purchase, QUE is building the category around the idea that eyewear can be part of everyday personal expression.
A fast-fashion approach to eyewear
One of QUE Universe’s key differentiators is its fashion-first model.
The company draws inspiration from the speed and agility of fast-fashion brands, using trend forecasting, consumer insights, rapid product development, creator influence and digital distribution to bring new styles to consumers.
This approach allows the brand to stay closely connected to changing fashion conversations and the preferences of younger consumers.
For a category where styles can quickly move from emerging trends to mainstream adoption, the ability to identify and respond to those shifts becomes an important part of building relevance.
The idea behind “Redefine Yourself”
QUE Universe’s brand philosophy is built around the idea of “Redefine Yourself.”
The philosophy reflects the belief that consumers are constantly evolving. It encourages people to experiment with their style, move beyond conventions and embrace different versions of themselves.
This thinking extends across QUE’s product design, storytelling, collaborations and community-building efforts.
The brand’s association with Shikhar Dhawan further reflects this positioning, bringing together ideas of confidence, reinvention, resilience and authenticity.
The Founder bringing consumer-tech experience to fashion
Shashank Saurabh Co-Founder and CEO of Que Universe
Behind QUE Universe is Shashank Saurabh, who brings more than 10 years of experience across consumer-tech and digital businesses including Zomato, Times Internet, Gaana, ZEE5 and CashKaro. His experience spans consumer behaviour, growth strategy, performance marketing, retention, analytics and brand building.
After years of working with digital consumers, Shashank identified an opportunity to apply that understanding to fashion eyewear.
His experience helped shape QUE’s approach to understanding what consumers want, how trends influence purchasing decisions and how brands can build stronger relationships with their audiences.
From an Indian eyewear brand to a larger fashion ambition
QUE Universe’s ambition extends beyond building a successful sunglasses label in India.
The company aims to become one of India’s most loved fashion-led eyewear brands, while its longer-term vision is to build a globally recognised Indian brand rooted in contemporary culture, creativity and design excellence.
For QUE Universe, the opportunity lies in changing how consumers perceive eyewear—from something they simply wear to something that becomes part of how they define themselves.
With its fashion-first positioning, trend-led product strategy and focus on culture and self-expression, QUE Universe is looking to build a new identity for Indian eyewear—one where the product is not just an accessory, but a statement of who the consumer chooses to be.
