The Blank Tag
Our story

No logo tax.

Walk into any eyewear store in India and look at a ₹12,000 pair of sunglasses. Now look at what you are actually paying for.

A frame. Two lenses. Some hardware. The rest is the logo, the mall rent, the celebrity campaign, and four layers of distributor margin stacked on top of each other before the pair ever reaches your face.

We thought that was a strange thing to ask people to pay for.

Where the money actually goes.

A ₹12,000 branded pair

Frame, lenses, hardware — everything you actually wear — is the dark sliver on the left.

The Blank Tag, ₹1,299

Same scale, same page. That is the whole diagram.

The ₹800 is our own estimate of what a well-built frame costs to make. The four segments above it are shown in proportion to each other, not as measured figures.

So we removed it.

The Blank Tag works directly with the same manufacturing partners that supply the premium eyewear market. Same metal alloys. Same TR90 and acetate. Same UV400 lenses, same anti-reflective coatings, same polarisation. We simply do not put a logo on the temple and charge you ₹10,000 for the privilege.

What you get instead is a frame between ₹999 and ₹1,499 that holds up next to anything three times its price.

The route to your face.

The usual way
  1. Factory
  2. Brand
  3. Importer
  4. Distributor
  5. Store
  6. You
Ours
  1. Factory
  2. The Blank Tag
  3. You

Every box removed is a margin removed.

What polarised actually does.

Not “darker”. It cuts the light bouncing off flat surfaces — road, water, glass, the bonnet of the car in front.

Without
Polarised

An illustration of the effect, not a photograph taken through our lenses. Polarisation is on selected frames only — each product page says whether that frame is polarised.

What the 400 in UV400 means.

Every wavelength below 400 nanometres — all UVA and all UVB — stopped at the lens. On every pair we sell, not just the expensive ones.

Blocked entirely Passes through, tinted
280 nm400 nm780 nm

How a frame is measured.

The three numbers printed inside the left temple of every pair of sunglasses you already own.

Lens width Bridge Temple

Lens width plus bridge is roughly how wide the frame sits on your face — which is exactly what the camera check measures against.

Check your face with the camera →

What turns up in the box.

The frame
Hard case
Lens cloth

Every order, every price point. A good frame that lives loose in a bag is a scratched frame within a month, so the case is not an upsell.

Three days, no arguing.

  1. Day 0Delivered. Open it and try them on.
  2. Within 3 daysTell us, from your account.
  3. ThenWe collect from your door.
  4. After thatRefunded, or swapped for another frame.

The 3 days is the window for telling us. Once the request is in there is no second clock — the frames do not need to be back with us in 3 days. No restocking fee.

Who this is for.

People who like good things and dislike being taken for a ride. Who want the shape, the finish and the coverage — and are entirely uninterested in advertising someone else’s brand across their face.

Clean shapes. Honest pricing. Nothing written on the side.

Check with your camera → See every frame →