India’s creator-led startup brand, Layers forays intro smartwatch segment with Anarc. The company claims to offer the aspirational consumer a smartwatch experience at an accessible price point.
Anarc, the newly launched smartwatch by Layers, has recorded over Rs 3 crore in sales within 24 hours of its debut. Despite being priced higher than competitors such as boAt and Noise, the company's founders are confident on the potential of creator-led brand launches.
Tech entrepreneur Neel Gogia and tech influencer Shlok Srivastava launched Layers with the thought process of formulating a brand that is representative of lifestyle choices and aspirations of everyday people. The company presented their debut offering in 2022 with mobile skins.
Shlok Srivastava aka Techburner, Co-Founder, Layers, reflects, "Smartwatches had become predictable, confined to the same square and circular designs. At Layers, we challenged this norm because we believe in the power of creativity and chaos to drive innovation. Anarc is our response—a smartwatch that breaks the mould with its unique style and substance. It’s made to blend in everyone’s lifestyle. With Anarc, we're entering a new era. The Indian smartwatch market has traditionally been divided between basic models and luxury devices. Our goal was to bridge this divide with Anarc, a product that excels in design, functionality and affordability—making it a true statement piece. Anarc isn’t just a smartwatch; it’s a proud declaration of Indian ingenuity and global appeal.”
Neel Gogia, Co-Founder, Layers further adds, "Having been deeply embedded in the creator economy for the last seven years, I've seen firsthand that creator-led brands need to fully commit to their products. That’s exactly what we’ve done with Anarc; we've gone all in to surpass the standards set by market leaders. No other homegrown smartwatch brand has been able to deliver historic sales at a premium price point! We have registered a trailblazing debut with a record-breaking sale never witnessed before.
Furthermore, Gogia mentions, "Most local brands sell 99 per cent of their watches under 2,500 rupees while at Anarc we sold at three times premium at an average of 7,000 rupees and still managed to sell 3 crores worth of watches within one single day., Layers is challenging the trend of unsuccessful creator-led brands, demonstrating that with the right product and effective distribution, significant success can be achieved. So far most of the creator led brands have been a graveyard, but we want to change that. I believe if the product is built right, and if you combine it with creator’s distribution it can do wonders.”
With an initial investment of $1 million, Anarc aims to elevate the smartwatch experience by offering exceptional value without compromising on quality or functionality.
