Lenskart reduces its marketing expenditure in India to 4.8% of revenue amid a surge in sales, store openings, and profitability, signalling a shift towards brand strength and digital influence ahead of its IPO.
Lenskart has sharply reduced the share of revenue it spends on marketing in India, even as sales and profit continued to rise in the quarter to June. According to BestMediaInfo, marketing outlay fell to 4.8% of India revenue in Q1 FY27 from 5.7% a year earlier, with the company describing its growth as increasingly driven by word of mouth and brand pull rather than heavier promotion. India revenue from operations climbed 30.7% year on year to about Rs 1,531 crore, while digitally influenced sales accounted for roughly 55% of the total.
The eyewear retailer also expanded its footprint at pace. It added 116 net new stores in India during the quarter and entered 50 new cities, while quarterly transacting customer accounts rose 18.5% to 44.2 lakh. App downloads passed 12 crore, up from 10 crore a year earlier, as the company continued to push online discovery, catalogue upgrades and an AI stylist designed to support a journey that often starts digitally and ends in store.
Profitability improved more quickly than revenue. Consolidated pro forma revenue from operations rose 33.6% to Rs 2,714 crore, EBITDA increased 61.3% to Rs 589 crore and profit after tax jumped 182.3% to about Rs 228 crore. The company said its pre-Ind AS 116 EBITDA margin widened to 13.3% from 9.1% a year earlier, while product margin on a consolidated basis crossed 70% for the first time. India product margin was 64.2% and the international business reached 77.1%.
The latest numbers build on a business that has been scaling rapidly ahead of its public market debut. Moneycontrol reported that Lenskart posted a profit of Rs 61.2 crore in Q1 FY26 after a loss a year earlier, underscoring how quickly the company has moved into sustained earnings growth. In the latest quarter, international revenue rose 38% to about Rs 1,203 crore, helped by activity in Japan, Thailand and Saudi Arabia, including campaigns and partnerships under the Lenskart, Meller and Owndays brands.
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