New-age cos spot gold far from the city centres

markets.

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The pivot is already visible in its expansion data: Lenskart added 93 stores in smaller towns in the first half of fiscal year 2026, a sharp rise from just 14-during the same period a year earlier.CEO Peyush Bansal affirmed the economics, stating the new stores are trending at similar profit metrics to those in major metros.

“With consistent Store Payback across Tier 2 and Tier 3 markets, we are reaching millions who previously lacked access to quality eye care,” Bansal noted.

The strategy is being replicated across sectors, Executives at urban-centric digital firms like Myntra, Swiggy, and Urban Company have signalled similar expansion plans.