Nova Eyewear, the global brand behind new-age vision solutions for nurturing healthy vision for healthy living, has stepped-up its innovation to address the growing concerns with rising Myopia. 

Myopia is more commonly referred to as nearsightedness or the inability to see objects clearly at a distance. On an average, this condition sets in from the age 4 to 12 years, which could affect children’s learning and development. With Myopia on the rise, in terms of frequency and its severity, it calls for measures for prevention and control. 

The reason for its escalation has been attributed to two factors, genetics and changing lifestyle habits. Children with either one or both parents with myopia are more likely to be myopic and children who spend more time on activities like reading using handheld devices instead of spending time outdoors are more likely to be myopic.

Further, according to studies, myopia affects almost 30% of the world’s population. Myopia is also estimated to affect 50% of the world’s population and high myopia will affect 10% of the world’s population as per projections. 

To address such challenges posed to healthy vision and help control the progression of myopia, Nova has introduced an external solution, namely Nova Myosafe, a revolutionary single vision lens designed under the theory of Horizontal Defocus management. The key concept is the correction of the peripheral ‘hyperopic shift’ that reduces the advance of eye elongation and thus, of slowing the myopia progression in young wearers.

Nova Myosafe lenses focus on the peripheral hypermetropic defocus through horizontal meridian. This allows to slow down the elongation of the eye that, without correction, would have continued the work of accommodation to adapt to the peripheral focal point, causing blurring in the vision of objects at an intermediate/far distance.

The optical design features of Nova Myosafe lenses consist of a central vision area, which provides stable refraction at the geometric center, surrounded by a progressive peripheral vision with asymmetrical positive/myopic defocus in the horizontal meridian.

Nova Myosafe lenses consider specific features of myopic eye’s central and peripheral refraction around horizontal and vertical meridians, providing optical balance by creation of an emmetropic refraction profile.  These lenses create peripheral defocus in myopic eyes, providing conditions to influence local neuro regulating mechanisms of eye growth.

 These lenses increase accommodation. The visual axis of each eye-reaching lens area where optical power is higher when gazing, the image becomes blurred on fovea, providing conditions to stimulate relaxation of accommodation. 

These lenses also induce positive spherical aberration in the eye. The progression of light rays going to the eyes on the edge of the pupil, which creates a positive spherical aberration in the eyes. Nova Myosafe lenses contribute to the preservation of high binocular visual acuity.

Vision Rx Lab has successfully tapped the power of current Artificial Intelligence to create Nova Ai lenses – the new generation progressive lenses, which comes with a high level of precision and exceptional customisation, achieved through its cutting-edge technologies. Vision Rx Lab’s mission is to bring the best innovations in eyewear solutions and with this endeavour it introduced the new age Nova Ai lenses to its patrons in the Middle East at the VisionPlus Expo 2022 in Dubai. 

‘Ocular Dynamics’ is the term used to describe the visual method employed to observe the environment. The link between the eye-head motions is how ‘ocular dynamics’ is assessed in order to comprehend the distinctive manner that each person sees. ‘Ocular Dynamics’ is employed from a young age, yet it changes over time as our oculomotor system develops and reacts to environmental stimuli. To guarantee a precise and trustworthy diagnosis, Nova Ai incorporates the analysis and interpretation of ocular dynamics.

The supporting ecosystem conducts a thorough study to gather data on prescription, wear position, and selected frame. The development of progressive lenses depends on the interpretation of data. The wearer receives unfettered natural vision that is customised to their style of looking, with a visual solution provided with complete data and the utmost meticulousness possible with ‘Metamorph technology’ for a truly individualised visual experience.

The high-end customised progressive lenses so designed with Nova Ai technology come with outstanding features to delight the wearers. The advanced Binocular Balancing System balances and minimises the blurriness on both sides of the corridor. Maxi View Technology offers a wide amount of natural vision, and Bespoke Visual Fields which is achieved through Ocular Dynamics.

Digital Profile technology enables a comfortable position when using handheld devices. Digi-Contour technology provides a contrast-rich image with a wider field of vision, while Slim-tech is the technology behind its excellent aesthetics and lightness. Multi Aspheric Technology and Aberration Filter System 2.0 reduce aberrations, and its improved near vision with optimised inset correctly aligns the reading zone.

Nova Ai is the technological gift that the consumer has been waiting for, if they want highly customised lenses with the best possible visual quality using the most recent technological developments and precise instruments like VR devices. 

Nova offers a comfortable optical experience for the discerning consumers, with personalized progressive lenses built for each individual’s distinctive style of looking, powered by the latest cutting-edge optical technology and AI. 

‘Ocular Dynamics’ is the term used to describe the visual method employed to observe the environment. The link between the eye-head motions is how ‘ocular dynamics’ is assessed in order to comprehend the distinctive manner that each person sees. ‘Ocular Dynamics’ is employed from a young age, yet it changes over time as our oculomotor system develops and in reaction to environmental stimuli. To guarantee a precise and trustworthy diagnosis, Nova Ai incorporates the analysis and interpretation of ocular dynamics.

The supporting ecosystem conducts a thorough study to gather data on prescription, wear position, and selected frame. The development of progressive lenses depends on the interpretation of data. The wearer receives unfettered natural vision that is customized to their style of looking, with a visual solution provided with complete data and the utmost meticulousness possible with ‘Metamorph technology’ for a truly individualized visual experience.

The high-end customized progressive lenses designed with Nova Ai technology come with outstanding features to delight the wearers. The advanced Binocular Balancing System balances and minimizes the blurriness on both sides of the corridor. Maxi View Technology offers a wide amount of natural vision, and Bespoke Visual Fields which is achieved through Ocular Dynamics.

Digital Profile technology enables a comfortable position when using handheld devices. Digi-Contour technology provides a contrast-rich image with a wider field of vision, while Slim-tech is the technology behind its excellent aesthetics and lightness. Multi Aspheric Technology and Aberration Filter System 2.0 reduce aberrations, and its improved near vision with optimized inset correctly aligns the reading zone.

Nova Ai is the technological gift that the consumer has been waiting for, if they want highly customized lenses with the best possible visual quality using the most recent technological developments and precise instruments like VR device. It’s a breakthrough in progressive lens technology which people can count on. 

In this age of social media, where netizens are vying to look their best on various online platforms, the expectations from eyeglasses are a notch higher. These modern day users look for lenses which not only provide superior visual clarity but also come with better aesthetics and transparency.

Conventional lenses with ordinary coatings fail to curb unwanted reflections from various light sources which cloud lens clarity and transparency. Back-side reflections, front-light reflections, reflections from digital screens affect lens performance, making eyeglasses less appealing.

With 99.4% light transmission, Satin Azure UV enhances the cosmetic appeal of the lenses by reducing disturbing reflections from the front and back of the lenses, ensuring clear and sharp vision all day long. With such level of clarity there is less impact in daily postures and habits of the wearers of eyeglasses. Also with enhanced lens transparency the eyeglasses look pristine, so one can look better and pose better for photos.

This premium AR coating comes with 7 more additional benefits, such as UV protection, water repellence, scratch resistant, smudge resistant, anti-static property and extended durability, thus making the lenses all the more user-friendly.

Claiming to be the best in class anti-reflection, the press release said, that it also comes with 6 more protective features, such as UV protection, water repellence, scratch resistance, smudge resistance, anti-static property and extended durability.

Lens clarity is often hindered by unwanted reflections which pose a daily problem for spectacle wearers. Back-side reflections, front-side reflections, optical dispersion caused by smudges and dust, ghost images by multiple reflections within a lens mar the performance of the lens. Light rays from various sources, while indoors or outdoors, fall all the time from all possible angles of the spectacle, both from the front and backside. And due to this, spectacle users are often subjected to face unwarranted reflections.

According to the press release, the solution to such annoying reflections can now be discovered with Satin Klear UV, one of the most advanced and transparent AR Coating in the market which can provide up to 99.8% transmission. With its unique multi-layered coating on both sides of the lenses, Satin Klear UV reduces annoying ghost images that often appear in other AR, allowing maximum transparency, which makes them almost invisible not only to the user but also to their interlocutors.

Besides, Nova Eyewear has become the official eyewear partner for Royal Challengers Bangalore (RCB) and Kolkata Knight Riders (KKR) this year. The flagship brand from Vision Rx Lab for the first time collaborated with cricket teams with the aim of promoting the necessity of clear vision among every sports enthusiast. As a part of the collaboration, Nova logo will be integrated in the websites and sponsor creatives of RCB and KKR and Nova branding would be visible at their home ground matches once the tournament commences.

Nova Eyewear aims to position itself as one of the leading eyewear brands, providing complete eyewear solution with its wide product portfolio spanning advanced digital lenses, coatings, sunglasses and frames along with complete spectacle range to meet the varying visual needs and preferences for leading a dynamic lifestyle today. The brand offers various categories of lenses cater to different visual requirements such as such as relief from eye-fatigue, UV protection, for sports, for office environment, driving and progressives for different visual needs in latest frame styles and designs. The objective of this association is to reach out to the sports enthusiasts and position Nova Eyewear as a preferred eyewear brand as preferred by the respective teams of RCB and KKR.

Speaking on this occasion, Pammi Jamalpuria, VP- Corporate Marketing, Vision Rx Lab said, “We are extremely proud to associate ourselves with KKR and RCB as its eyewear partner. This platform is a great opportunity for the brand to strengthen our consumer connect, especially the younger audience. Additionally we are rolling out our first ever consumer offer, Nova Look Fest, where our customers can enjoy two pairs of select Nova Lenses at the cost of one. We hope to maximize the consumer connect with our brand directly through such offers and associations.”

Nova Eyewear, the global eyewear brand from the house of Vision Rx Lab and the forerunner of complete eyewear range, spanning lenses, frames and sunglasses, has come up with its new campaign with its Jacqueline Fernandez for the year 2020.

In this new campaign, with Nova Eyewear being repositioned as ‘Complete Eyewear’, Jacqueline sports the new categories in lenses, frames and sunglasses with great élan and effectively showcases the availability of the wide range of vision solutions in fashionable frames under one single brand.

Through this campaign Nova Eyewear continues to position itself a one-stop solution for all visual needs, offering an array of world-class vision solution technologies for lenses combined with the latest in fashionable frames and sunglasses to the consumers.
The campaign also highlights the brand’s latest offering for consumers such as Nova Combos, wherein lenses and frames come in a single package, thus allowing consumers to purchase frames and lenses together at a single price.

Nova’s new campaign along with its latest collection in frames and sunglasses are hitting the stores across India since Jan this year.

In the age of disruption powered by digital and technological advancements, an informed consumer market and intense market competition, the key to sustained business is Innovation.

Innovation has been the central point of discussion at VRX Global Innovation Summits, and this year too Vision Rx Lab presented its latest innovations in a product line, marketing and services to its 65 global partners gathered at Leela Ambience Hotel in Gurgaon for a two-day conference held on Nov 11-12, 2019.

In the opening presentation Lalit Kumar Gupta, CBO, Vision Rx Lab, stressed on the need to counter commoditization through innovation, “In a world where everything is digitized businesses need to pursue innovation to disrupt their own business model before the competition does. Without innovative strategies, companies will lose their competitive advantage in an increasingly commoditized world. Hence for sustainable business, it is necessary to add value with innovation in products and services”.

Vision Rx Lab unveiled the latest innovations in protective lens material and AR coating categories needed for today’s active lifestyle. For optimal UV protection, Vision Rx Lab introduced UV Max, an advanced lens material which completely cut out harmful UV Rays up to 400 nm ensuring greater comfort and protection for wearers.

In the AR coating category, Satin Klear UV is the latest in the kitty, which is one of the most advanced and transparent AR in the market with 99.6% transmittance and exceptional resistance to high temperature. Satin Klear UV reduces annoying ghost images that often appear in other AR, allowing maximum transparency, which makes them almost invisible not only to the user but also to their interlocutors.

In lens designs, a preview of soon to be launched products was given to the partners, which would offer increased comfort and exceptional optics to the wearers. Alongside the new products, the new marketing campaign for its flagship brand Nova, featuring its global brand ambassador Jacqueline Fernandez was unravelled at this Summit. In this new campaign, with Nova being repositioned as ‘Complete Eyewear’, Jacqueline sports the new categories in lenses, frames and sunglasses with great élan and effectively showcases the availability of the wide range of vision solutions in fashionable frames under one single brand. The other two attractions of the Nova’s product marketing included ‘Nova Combos’ which offers fashionable Nova Frames with Nova Lenses at a single price and ‘Try on App’, an app-based tool which provides customers a virtual preview on how they look as they click on their choice of frames and sunglasses on the app screen.

Also since innovation doesn’t just mean new product development but also entails how business decisions and initiatives are taken to keep up with the changing times, an informative and invigorating Panel Discussion was part of this Summit, focusing on the topic “Emerging Trends that are Redefining the Global Retail Business and its Challenges”, inviting a fruitful exchange of pragmatic ideas and solutions among the participants on the current issues faced by optical retail partners. The panellists comprising of eminent players across the globe and professionals from the eyewear industry shared their perspectives on the changes experienced by the optical industry with the advent of digital revolution, and how businesses are now being reinvented to stay ahead in the growing competitive market and thus, in turn, enlightening the audience on the subject altogether.

The partners were also given a tour of the fully integrated lab of Vision Rx in Gurgaon equipped with the latest cutting edge technology in digital surfacing, remote edging, coating & tinting processes. With two more new labs in place, the production facility of the lab has grown in size to a total of 1,80,000 sq.ft, complete with the new high-speed edging machines in the lab it is now possible to deliver higher volumes in much lesser time. The entire process of lens generation at the lab is fully automated involving the use of state-of-the-art robotic technology supervised by expert professionals to deliver efficient services.

The two -day conference in Gurgaon was followed by an exciting tour to Jodhpur in Rajasthan. The global partners of Vision Rx Lab were hosted at two luxury heritage properties, Taj Umaid Bhawan Palace and Taj Hari Mahal, where they were treated to a royal experience of rich Indian culture and traditions through a series of cultural programmes, exotic culinary offerings and enriching sights of the city’s historic spots and landmarks in the last leg of VRX Global Summit.

Powered with Panoramic Vision Enhancement Technology it allows wearers to enjoy extended fields of clear vision while on the road. It also offers wide and stable intermediate/near vision areas for
executing near vision task inside the car and at the same time ensures better vision in all light conditions.

The advanced design of the Nova Drive lenses take into account the range of the pupil sizes in different light conditions resulting in a highly optimised surface contour, maximising visual efficiency. As a result, the wearer gets comfortable vision with Nova Drive lenses in all light conditions.

Moreover these special lenses come with Satin Aktiv coating which helps to deflect UV rays, reduces the blinding effect caused by nightly glares and direct sunlight, allowing maximal entry of specific light waves which create the best sensitivity during day & night, providing sharpest vision with high contrast round the clock.

This fashionable range of Rx sunglasses have been curated and showcased at MIDO 2019, Italy, the largest international show dedicated to global  eyewear. This brand new collection catering to both men and women, will not only refresh regular style codes of the fashion conscious contemporary crowd but at the same will ensure that people with eye power do not need to compromise with aesthetics when it comes to outdoor eye protection.

Harley

Taking Harley’s clean and rectangular lines into consideration, it can very well fit wider faces like a dream. To own up an energetic and jaunty look, Harley can be the best go-to option for active lifestyle, particularly for sports and outdoor adventures for its comfy fit, durable quality and design.

Logan

Logan’s super stylish wrap around frames with sun lenses is sure to be a hit amongst the sports and outdoor enthusiasts. These sunglasses from the house of Nova Eyewear with red fiery mirrored lenses will not only provides UV-protection and effectively cut glares but also takes care of clear vision, as it is available with powered lenses for a wide range of prescriptions.

Arlo

Rectangular frame with a designed metal brow bar and bridge like Arlo is all you need if you want to be a trend setter. It is perfectly suited for those suave men who prefer to keep it classy yet trendy.

Astrid

Astrid is the one if you are looking for something chic and elegant. With its slim rim, it is sure to be the favourite pair for the women who prefer to dress simple yet sophisticated.

Nevaeh

Nevaeh comes in oversized frames complimented with a sober blue rim around the lenses adding that extra zing. Be it a summer brunch or a pool party this range of sunglasses is sure to attract everyone’s attention.

Rocco

Rocco will make you look trendy as the name suggests with its sapphire mirrored lenses and sleek frames. The frame is light weight and comfortable which adds on to the benefits.

Amaya

Butterfly frame with oodles of vivacity defines Amaya. This range is perfect for the kitty parties and Sunday dates with your bae. This shade from the house of Nova Eyewear not only provides UV-protection but also takes care of clear vision, as it is available with powered lenses for a wide range of prescriptions.

Lexi

Lexi’s vibrant design and colour gives a buoyant and sophisticated attitude all at once. Pair it with a classic outfit such as a Blue Jeans and White Shirt and you are good to go. The design on the thin rim adds more to the beauty of this shade.

Wren

This semi-wrapped eyewear along with an oversized tinted pair of lenses is not doubt the best choice of any girl. Team it up with a nice flowery dress this summer and you are set to go out with your friends.

Chase

Chase with its stainless steel rectangular frames and grey lenses with silver revo mirror gives a total sleek look. The handsome brow-bar of the frame makes it more elegant.

Declan

Declan in shiny gold rim and gradient brown lenses give a dapper look to your personality. This range is perfectly suited for the ones who does not experiment much but prefers to keep it simple.

Landon

The black rim with a bridge and sturdy temple for a firm fit is what makes Landon a favourite among all. The chiselled shaped lenses give it a well-appreciated classic look.

Sawyer

Vibrancy is what Sawyer is all about. With the slim metal rim and a light-weight framework, it’s highly preferred. The zesty blue touch to the frame adds more life to it.