Achieving 3 lakh clicks within just 2 hours of its launch, Layers made an impressive entry into the tech accessory market. Known for its high-quality mobile skins, this brand now offers a variety of designs under categories like Cyber Force and Dark.
Recently, the brand expanded into wearables, launching the Anarc Watch and Arc Straps, which are already gaining traction.
Founded in 2022 by Shlok Srivastava and Neel Gogia, Layers quickly gained recognition in the field of device customization.
Shlok, popularly known as TechBurner, is a prominent tech YouTuber with over 12.4 million subscribers, while Neel is the founder of IPLIX Media, an influencer marketing and talent management agency. Their partnership combined Shlok’s deep tech expertise and online reach with Neel’s marketing acumen, setting the foundation for a brand that prioritizes innovation and style.
The launch of Layers saw unprecedented success. Within 96 hours of the launch, the brand sold over 15,000 units. In addition, its Instagram page gained over 50,000 followers almost instantly, and its launch content amassed over 35 million views on social media.
The founders invested heavily in extensive design trials before the launch to ensure their mobile skins combined durability, practicality, and aesthetics. These efforts resulted in vibrant, high-quality products that resonated with tech-savvy and style-conscious users alike.
The brand’s commitment to quality also included using advanced technology to make their skins resistant to moisture and dust.
According to Tracxn, as of March 31, 2024, Layers’ revenue stood at $570K, making it one of the fastest-growing internet-first brands in the category. The brand has not yet made any acquisitions or investments.
Building on its success with mobile and laptop skins, the startup entered the wearable tech segment with the Anarc Watch.
This smartwatch, designed with style and performance in mind, recorded over ₹4 crore in sales within just 24 hours of its launch. Along with the watch, the brand introduced Arc Straps, offering users even more customization options.
Read more here: Tech Burner and Neel Gogia’s Smartwatch Brand “Anarc” Sells Out in 24 Hours, Generating Over Rs 4 Crore in Sales
Challenges Along the Way
Like any growing startup, Layers faced its share of challenges. During the Covid-19 lockdown, a crucial machine imported from China got stuck in customs, delaying production.
Finding a suitable office location was another hurdle.
Additionally, the startup’s initial team of five members faced setbacks when three of them opted out early on. As a result, production and website development were paused for a considerable time.
Another major challenge was selecting the right materials for production and designing a user-friendly website to cater to its growing customer base. Despite these obstacles, the founders’ determination helped the brand overcome these early struggles and emerge as a successful brand.
Layer’s Growth & Vision:
Social media played a crucial role in Layers’ growth. The brand leveraged platforms like Instagram to connect with its audience, with customers often sharing their experiences online. This organic engagement contributed to substantial word-of-mouth marketing.
Additionally, Shlok’s influence as a prominent YouTuber gave the brand a boost. His collaborations with influencer friends and an active online presence made Layers a well-known name among tech enthusiasts and everyday users.
On their website, the founders describe their vision for the brand with the statement:
“At Layers, we believe Chaos is a superpower. It helps you break out of moulds, do your own thing, and find your own place. Without chaos, there would be no innovation, no new ideas of greatness. Chaos unsettles those who can’t deal with it. We chase it.”
Layers continues to build on its strong foundation in tech accessories while expanding into wearable tech and fashion.
The brand’s mission is to empower users to express themselves through customizable products.
