Snap demos its fifth-generation see-through AR glasses, Spectacles, in India

Snap Inc. (formerly Snapchat Inc.) is doubling down on Augmented Reality (AR) in India, unveiling its vision for a future defined by immersive, interactive experiences at the second annual India AR Day event in Mumbai. With India emerging as a key hub for AR development, the company is positioning itself as a driving force behind the technology’s adoption, fostering creativity, and building a thriving developer ecosystem.

Bobby Murphy, chief technology officer of Snap Inc., underscored the company’s commitment to AR innovation in India, noting the country’s remarkable enthusiasm for the technology. “Our mission with Snap AR is to be a platform for creativity. We develop new technology and tools to enable creators to build amazing experiences for millions of people to enjoy. Indian developers are at the forefront of innovation, bringing engaging and creative experiences to life. In fact, among all countries, the highest number of lenses published on Snapchat come from India.”

Murphy also highlighted the rapid growth of India’s AR developer community, which has expanded by more than 50% in the last two years. He described India as “an extraordinary country where AR has become a part of daily life,” adding that the local creative energy is shaping AR’s role beyond entertainment into a broader medium for cultural expression.

Pulkit Trivedi, managing director—India, Snap Inc., echoed this sentiment, stating that India is home to a thriving community of developers and creators shaping the future of AR. With over 200 million Indian Snapchatters using the platform for visual communication, AR has become a core part of digital interaction.

“We believe long-term success in AR relies on a strong developer ecosystem, and we remain deeply committed to fostering this vibrant community. Seeing Snapchatters engage with AR Lenses over 80 billion times a month is a testament to the power of creative expression, and we’re excited to continue supporting and celebrating this innovation,” Trivedi said.

Pulkit Trivedi, managing director—India at Snap Inc stated that Snapchatters in India engage with AR Lenses over 80 billion times a month.

A glimpse into the future: Snap’s fifth-generation spectacles

One of the key highlights of the event was the first-ever India demonstration of Snap’s fifth-generation Spectacles, see-through AR glasses that push the boundaries of immersive digital interaction. These standalone, lightweight AR glasses, powered by Snap OS, allow users to experience interactive augmented reality in real time.

In 2014, Snap Inc acquired Vergence Labs, the creators of Epiphany Eyewear smartglasses and leveraging on their expertise to develop Spectacles. The first-generation of these camera-equipped sunglasses debuted in 2016, marking the company’s entry into wearable technology.

Over the years, the product has evolved through multiple iterations, incorporating enhanced features and improved functionality. The latest fifth-generation Spectacles, introduced in September 2024, represent the most advanced version to date. The introduction was to enable developers to create AR Lenses and other gaming and immersive experiences, and will be commercially rolled out soon, though the company has not ventured a date for this launch.

Snap OS, an operating system purpose-built for AR, powers Spectacles to deliver seamless, intuitive engagement. These glasses are designed for both indoor and outdoor use with a built-in dimmer, balancing wearability with AR capability. The latest Spectacles iteration represents over a decade of Snap’s innovation in both hardware and software, offering a hands-free, social AR experience that is controlled entirely by voice and hand gestures.

AR Advertising: Monetisation and Brand Engagement

Snap’s sponsored AR technology continues to drive high-ROI engagement, allowing brands to create viral moments while pushing the boundaries of digital interaction. The event highlighted Snap’s growing network of AR-powered brand collaborations, which include partnerships with Nykaa, Myntra, Doritos, Amazon Prime Video, Hotstar, Swiggy, Ajio, Spotify, and Surf Excel. These partnerships create new monetisation opportunities for creators while enabling brands to reach audiences in fresh, immersive ways.

Snap’s sponsored AR technology continues to drive high-ROI engagement, which can be extended to its Spectacles, allowing brands to create viral moments.

One such example is UK-based Persica Picardo, co-founder of XRFX Studio, who turned AR lens development into a lucrative business with Snap’s Lens Studio. “After honing my skills for almost five years, I co-founded XRFX Studio, which specialises in crafting custom AR effects for brands. In less than two years, our team has expanded, and today we build for brands like Coca-Cola, Google, Nykaa, Tira, Amazon Prime Video, Ajio, Max, Swiggy, and Zepto. We recently hit a $100,000 revenue milestone, a testament to how AR is transforming brand engagement and digital experiences.”

Srivatsan Jayasankar, Head of AR and Partnerships for India at Snap Inc told Campaign that the company welcomes agencies and brands to join its developer platform to build lenses that helps them to create meaningful connections in a visually immersive way. A case in point is AR Try-ons where the focus shifts from simply showcasing a product and transforming “this looks good” into “this looks good on me.”

“The impact is evident, with 80% of brands leveraging AR reporting increased sales, improved customer acquisition, and enhanced performance metrics,” Jayasankar added.  

Resh Sidhu, co-founder and global director of Snap's in-house AR shop, Arcadia Creative Studio, also told Campaign that brands are realising that AR is not a novelty anymore, but has become a utility. “We work with brands to understand what they want to convey to their consumers and the business outcomes they want to achieve. We then work with them to create immersive and interactive AR lenses,” she added.

Sidhu cited the example of Lego brand, which is almost a century old entity, and wanted to tap a diverse consumer segment for its building blocks. Arcadia Creative Studio worked with the toy company to introduce Bricktacular. This AR experience, catering to Gen Z, millennials and even Gen X viewers, allows users to build virtual Lego sets with hand and voice commands.

Expanding AR accessibility and developer Growth

In a market where over 85% of Snapchatters use Lenses to connect with friends and family—particularly during key cultural moments and festivals—Snap Inc. is committed to making AR more accessible and sustainable for creators. The company’s AR ecosystem now boasts over 375,000 creators worldwide, who have developed over 4 million AR Lenses, with Snapchatters engaging with these Lenses more than 4.5 trillion times in the past year alone.

Snap is also driving AR adoption in India’s tier 2 and 3 cities through training initiatives and educational collaborations. It has hosted over 120 Lens Studio training meetups in cities like Surat, Coimbatore, Rajkot, Trichy, Trivandrum, and Gwalior, reaching over 6,000 AR developers.

Furthermore, Snap has partnered with institutions like KJ Somaiya Mumbai, Pearl Academy (Bangalore, Mumbai, Delhi), and Loyola College (Chennai) to provide students with hands-on AR development training, ensuring the next generation of talent is well-equipped for the evolving mixed-reality landscape.

To celebrate the growing talent pool in the Indian AR space, Snap Inc. has launched the India Lens Awards, an annual competition that will recognise the most innovative AR Lens creators across five categories. This initiative aims to inspire more developers to explore AR, experiment with new ideas, and build cutting-edge experiences that push the boundaries of digital interaction.

Snap Inc.’s India AR Day event made it clear that the company sees India as a strategic market for AR’s future. By investing in local talent, advancing AR accessibility, and building innovative monetisation models for brands and creators alike, Snap is positioning itself at the forefront of India’s AR revolution.