According to Flora Tang, principal analyst at Counterpoint Research, “smart glasses have entered a true hyper-growth phase, with the global market surging 131 per cent year-on-year in 2025.
The idea is to build one strong behaviour before expanding.Design, too, plays a critical role.
As Crouch explains, “it’s not really the technology itself… for AI glasses, it’s more to do with social factors.”That includes trust.
“Right now, smart glasses are seen as invasive on privacy and elicit a sense of mistrust,” he notes.
Privacy concerns around AI glasses continue to grow.
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Not everything new is useful, and not everything useful looks obvious at first.That’s the kind of thought that sits quietly behind every new technology – you only really see it in hindsight. When smartphones first showed up, they didn’t feel essential. Smartwatches, too, were brushed off as nice-to-have gadgets. Now, as AI shows up on our faces via smart glasses, the same question comes back: Is this actually useful, or just another experiment dressed up as innovation?This isn’t a first. Google Glass tried to do something similar over a decade ago, but without a clear everyday use, failed before it could take off.Comparing Glass with today’s smart glasses, Niraj Ruparel, creative tech lead at advertising company WPP India, explains, “There was no useful AI behind Glass, the visible prism made people uncomfortable, and there was no real use. All three have now flipped.”Today, the numbers suggest a different story. According to Flora Tang, principal analyst at Counterpoint Research, “smart glasses have entered a true hyper-growth phase, with the global market surging 131 per cent year-on-year in 2025. India, while still small at around 2 per cent of the global market, is moving fast, and shipments have grown more than 11 times.”The business impact is already visible. EssilorLuxottica reported a 10.8 per cent rise in first-quarter revenues at constant exchange rates, with AI glasses contributing more to growth than traditional products like sunglasses and lenses, an early sign that the category is moving beyond experimentation.At a basic level, AI glasses are trying to make everyday tasks like calls, search, and translation hands-free. It’s not entirely new behaviour, just a more seamless way of doing what people already do on their phones. That’s what’s drawing interest from large players.The momentum is building, and so is the pricing ladder. Entry-level models are expected to cost around Rs 20,000–30,000, while premium versions go upwards of Rs 40,000. Ray-Ban Meta smart glasses already sit in that premium bracket, while Apple is reportedly working on lightweight, camera-led glasses integrated with its ecosystem, positioning them as an everyday wearable rather than a niche device.Local players like B by Lenskart, Sarvam Kaze, JioFrames, and QWR are preparing to launch India’s first AI smart glasses , signalling a rapidly emerging ecosystem.The bigger bet, however, is not just on features but on behaviour. As Ruparel says, “glasses are ambient… they fit moments where pulling out a phone is the wrong move.” That shift from active use to passive, always-on assistance is what companies are building towards.Early signs of behavioural change can be seen on the ground. Nirmal Lobo, chief marketing officer, Eyewear Divison, Titan, says, “We’re seeing early traction, especially among tech-aware consumers… What’s encouraging is how quickly it starts fitting into existing behaviour when comfort, design, and everyday utility come together.”There are also cases where the value is clearer, such as assistive solutions for the blind. In India, companies like SHG Technologies and Jyoti AI Glasses by Torchit are building glasses that offer real-time audio cues, reading assistance, and navigation, where the need is immediate and the impact meaningful.However, beyond these pockets, turning smart glasses into a mass category will depend on finding a clearer, everyday use.Technology alone won’t build this category; positioning will. Ruparel believes the biggest mistake a brand can make is trying to do everything at once. “The mistake is to launch this as a general-purpose device. The right approach is to pick one strong use case and one clear audience and go deep.”That strategy is visible. Meta Platforms has focused on point-of-view capture through its Ray-Ban collaboration, while others are exploring niches like sports or audio-first experiences. The idea is to build one strong behaviour before expanding.Design, too, plays a critical role. Unlike phones, glasses are worn on the face. “Comfort and design come first, followed by clear utility. Price only matters once these are in place,” says Lobo.For all the progress, the category is still figuring itself out.Giles Crouch, tech anthropologist, sums it up bluntly: “Smart glasses are still looking for a problem to solve in broader public life.”Part of the issue is familiarity. Smartphones already do most of what these glasses offer, often faster. But the bigger barrier is behavioural. As Crouch explains, “it’s not really the technology itself… for AI glasses, it’s more to do with social factors.”That includes trust. “Right now, smart glasses are seen as invasive on privacy and elicit a sense of mistrust,” he notes. Privacy concerns around AI glasses continue to grow. Meta recently removed an unreleased facial recognition feature from its smart glasses app following scrutiny over its handling of facial data.Looking ahead, the growth story remains strong. Flora Tang says the next phase will be driven by Meta’s momentum, richer AI experiences, and the entry of players like Apple and Google, but wider adoption will hinge on improvements in comfort, battery life, pricing, and real-world relevance.But for now, the consensus is clear. The opportunity is big, but the category still needs to prove its everyday value before it can truly scale.
