With India emerging as one of the most dynamic eye care markets in the world, Alcon—the global leader in eye care with over 75 years of heritage—is eyeing a brighter future for millions of Indians. At the forefront of this mission is Mahesh Yermal, Head of Marketing for Vision Care (Consumer & Pharma) at Alcon India, who is leading the charge in shaping consumer behavior, driving category growth, and introducing cutting-edge innovations like SMARTSURFACE™️ technology and PRECISION1™️ lenses. In this exclusive conversation with Machine Edge Global, Yermal delves into Alcon’s broader vision for India, how digital transformation is redefining eye care, and the brand’s continued efforts to educate, empower, and elevate the eye health ecosystem across the country.
Alcon has been a global leader in eye care for over 75 years. What is the company’s broader vision for India as a market today?
India is one of Alcon’s most promising markets globally, given its rapidly growing population, increasing urbanization, and evolving awareness around eye care. Alcon, as the global leader in eye care with a heritage spanning over 75 years, offers the broadest portfolio of products to enhance sight and improve the quality of life for millions of Indians. We are committed to expanding awareness, accessibility, and affordability of eye care across metros and emerging cities, helping everyone see brilliantly and live brilliantly. Our ambition is not only to grow the category but also to shape the future of eye health in India through education, technology, and collaboration with eye care professionals.
Can you explain how SMARTSURFACE™️ technology works and what makes it unique compared to other contact lenses available in India?
SMARTSURFACE™️ is Alcon’s proprietary technology designed to deliver lasting comfort and excellent vision throughout the day. In PRECISION1™️ lenses, the SMARTSURFACE™️ layer is a micro-thin, high-performance moisture layer that surrounds the lens, comprising over 80% water at the outermost surface. This helps keep the lens surface moist and comfortable wear even at 16 hours. What sets it apart is its ability to provide the benefits of a premium lens without the traditional compromises on comfort or vision, especially for new wearers adapting to daily disposables.
In a price-sensitive market like India, how do you position premium innovations like PRECISION1™️ to ensure widespread adoption?
While India is a price-sensitive market, consumers are increasingly willing to invest in health and wellness when they see clear value. PRECISION1™️ is positioned as premium that is affordable in the market of daily disposables — offering 16 hours of Comfort, precise vision, and hygiene benefits at a price that balances aspiration and accessibility. Our strategy involves partnerships with optometrists and digital storytelling around lifestyle needs and to help contact lens wearers, both first-time and existing wearers experience the difference firsthand.
What marketing strategies have been pivotal in creating awareness and educating the public about the importance of eye health and contact lens hygiene?
Our marketing approach is built on three pillars: Online Awareness amongst consumers, engagement with eye care professionals (ECPs) and In-store share of voice. We’ve launched targeted digital campaigns that dispel myths around contact lenses, partnered with influencers and practitioners to simplify eye care, and developed impactful content at critical touchpoints across the consumer journey with in-store activations and ECP engagements playing a crucial role.
How do you see the role of digital transformation, tele-optometry, and e-commerce influencing the future of eye care in India?
Digital transformation is reshaping how consumers discover, purchase, and manage eye care. While tele-optometry extends specialist access and reduces geographical barriers, we at Alcon place optometrists at the center of everything we do. We’re investing in digital tools to support optometrists, drive online education, and build frictionless consumer journeys. The future of eye care in India will be hybrid — a seamless blend of physical expertise and digital convenience with optometrist at the center.
What are some common myths or misconceptions about contact lens use in India, and how is Alcon working to break them?
Some of the most common myths we encounter are that contact lenses are unsafe, difficult to wear long hours , or not suitable for children and teenagers. There’s also a misconception that lenses can get “lost” behind the eye or cause permanent damage. Alcon is committed to busting these myths through both consumer and practitioner education. We simplify science through animated videos, demo sessions, and peer testimonials, helping users understand that, with the right guidance and hygiene, contact lenses are a safe and liberating choice.
What role does sustainability play in Alcon’s innovation and packaging decisions, especially in the context of daily disposable lenses?
Sustainability is a key driver in our innovation pipeline.
Alcon works to mitigate our products’ environmental impact while ensuring we continue to provide solutions for contact lens wearers. For example, some of our products such as daily disposable contact lenses must remain single use by nature. Addressing these challenges begins with our R&D process, where we focus on improving material use in production, reducing energy consumption, minimizing secondary packaging, and educating consumers on proper disposal and responsible use.
Are there any upcoming product innovations or expansions planned specifically for the Indian market in the near future?
India is a strategic focus for Alcon’s innovation rollout, and we continue to introduce advanced technologies and explore category expansion across modalities. We’re also strengthening our digital infrastructure to support seamless, end-to-end consumer journeys — from trial sign-ups to reorder reminders.