Tech Burner and Neel Gogia launch smartwatch brand Anarc

New Delhi: Layers, the creator-led start-up co-founded by influencer Tech Burner, has launched the smartwatch brand, Anarc. 

Shlok Srivastava, aka Tech Burner, has invested $1 million to forway in the smartwatch domain. 

The watch has been designed In collaboration with design firms Thought Over Design.

The company said that within the first 24 hours, Anarc generated over Rs 4 crore in sales and attracted over 1 million unique website visits. 

The launch video garnered over 4 million YouTube views.

Tech entrepreneur Neel Gogia and influencer Shlok Srivastava founded Layers to create a brand that resonates with the aspirations of everyday consumers. 

This is Layers’ second brand launch. The duo first launched mobile skins in 2022, which generated over $5 million in sales.

Srivastava aka Tech Burner reflected, "Smartwatches had become monotonous, stuck in a cycle of square and circular designs. We at Layers challenged this norm, believing in the power of creativity to drive innovation. We're challenging the status quo of smartwatch design. Anarc is our answer - a unique blend of style and substance. It's designed to seamlessly integrate into everyone's lifestyle. By bridging the gap between basic and luxury smartwatches, we're redefining the Indian smartwatch market. Anarc is not just a product; it's a symbol of Indian innovation and global appeal."

Neel Gogia, Co-Founder, Layers further added, "Over the past seven years, I've witnessed firsthand the power of creator-led brands. With Anarc, we've pushed the boundaries of what's possible in the Indian smartwatch market. We've defied expectations by selling premium devices at a price point three times higher than the competition, generating significant sales within the first day of launch. Most local brands sell a majority of their smart watches under the 2,500 rupees tag while at Anarc, we sold at 3 times the premium at an average of 7,000 rupees and still managed to sell 4 crores worth of watches within one single day and are fully sold out till December 2024. This achievement underscores the potential for Indian creator-led brands to thrive in the market. By combining exceptional product features and functionality with effective distribution, we're proving that creator-led brands can not only survive but also excel.”