Eyewear sellers on the web, such as LensKart and 99lens, are challenging the brick-and-mortar types, such as GKB Opticals and Titan Industries, to a duel online. According to market researcher Euromonitor, sales of spectacles and contact lenses in India have risen from Rs 5,466.8 crore in 2007 to Rs 19,372.3 crore in 2012. Going online improves brand visibility and helps traditional-format companies expand their customer base. Peyush Bansal, CEO and founder, LensKart, says, “More than 50% of our customers come back [for repeats] in less than six months.” Going forward, differentiation will be key, says Alokedeep Singh, head of e-commerce, Titan. GKB Opticals has developed a software to try out frames online while Titan Eye+ has started online eye testing.