Himshikha Shukla
At just 26, Ketakii Patni is stepping out from behind the screen and into the sun — launching Rangrays, a women’s sunglasses brand rooted in youthful energy, digital-first instincts, and bold aesthetic sensibilities.
Ketakii is no stranger to e-commerce ecosystems. Before founding her own brand, she worked at Blinkit, where she was responsible for their search product — a role that honed her understanding of consumer behavior, discoverability, and the levers that make digital products thrive. Now, she’s channelling that knowledge into building a lifestyle eyewear label aimed squarely at her generation.
A Brand for Her Own Tribe
Rangrays positions itself as a brand by Gen Z, for Gen Z. The offering is focused on women’s sunglasses that fuse style, attitude, and accessibility. The website presents a clean, mood-driven shopping experience, with collections organized by shape (Cat Eye, Wayfarer, Hexagon, Round, Aviator), by color (black, brown, pink, blue, pastel, green, violet, red) and by “mood” edits like “Vacation,” “Streetwear Core,” and “Main Character.”
Every detail — from the visual language to the category structure — is designed to speak to someone who thinks in “looks” and “vibes,” not just product specs.
Price, Positioning & Differentiators
Rangrays is making an early brand play in the value–aspirational segment. Some of their styles are listed under ₹1,200, while their “Drop” collection features pieces at ₹1,399. This price range suggests they are aiming to strike a balance between affordable and expressive — a sweet spot where emerging fashion labels can capture first-time buyers.
To stand out in a crowded eyewear market, Rangrays leans heavily on:
- Mood-driven curation — letting consumers shop by emotion or occasion, not just by frame style
- Strong visual identity — the site uses striking imagery, color cues, and editorial layouts
- Digital native instincts — precision in site structure, UX, and discoverability (likely influenced by Patni’s Blinkit experience)
- Limited drops & capsule style — keeping collections lean and fresh
The Launch Story
Rangrays recently went live with its full storefront. Rather than building hype for months, the brand seems to be embracing a “soft launch + iteration” approach — releasing core styles and then following up with new “drops” to maintain momentum and test what resonates.
Because the founder is young and digitally native, she has an advantage in understanding how to ride social, content, and community playbooks in real time. The brand already names sections like “Gen-Z Styles” and “Brunch Club,” signaling which communities and aesthetics it wants to own.
The Road Ahead
For now, Rangrays is laying the foundation: core silhouettes, categorized by mood and shape, with frequent new drops to keep discovery fresh. Over time, one would expect them to experiment with collaborations, limited collections, and community-driven design feedback loops.
From Blinkit’s search desk to building a women’s sunnies brand, Ketakii Patni is charting a path not just toward fashion, but toward brand-led commerce shaped by her generation’s sensibilities. If Rangrays can stay nimble and in sync with its audience, it could become a voice in India’s direct-to-consumer eyewear space — one ray at a time.
