The launch will take place in metro cities like Delhi, Calcutta, Mumbai and Chennai in addition to Ernakulam and Cochin. In an effort to create an awareness for the product, the company has started sending direct mailers to CEOs of many leading companies across the country. Says Ronak Sheth, director, Eternity Eyewear: ``This is just a pre-launch exercise. The product will be directly marketed at 80 retail outlets across the nation. For the first time, we are marketing the product in non-optical outlets too.''

While the price has been kept under wraps, industry observers say that Donna Karan and DKNY will be priced in direct competition with Ray Ban. The Ray Ban price ranges from Rs 1,400 to Rs 3,000.

The range will be available at premium optical outlets, lifestyle and designerboutiques, exclusive departmental stores, and speciality stores. The company has positioned Donna Karan as the premium brand mainly targeted at professionals.

``As for DKNY, it is targeted at the urban youth with a casual attitude. And we have positioned the product as stylish and functional eyewear,'' says Sheth.

The company plans to adopt a neoteric concept in marketing the global brands in India. ``The product will be simultaneously displayed in all the outlets across the globe. The new range includes, 180 designs in different hues and sizes,'' adds Sheth. The company will soon be launching a marketing and communications blitz involving advertising, merchandising, direct marketing, promotions and public relations.

According to Sheth, the marketing strategy will comprise all efforts to blend the Indian penchant for styles and tastes with the essential Donna Karan element. ``We will be promoting the product as the personality enhancer. As for promos, we are tying up with celebrities in diversefields,'' explains Sheth. The company has plans to organise social events and contests in the near future.

The company's future plans include, the marketing and distribution of other global brands such as Tommy Hilfiger, Josph Abboud and Jones New York in India.