Popular technology content creator and entrepreneur Shlok Srivastava, known professionally as TechBurner, revealed that the initial launch of his ANARC smartwatch was premature and lacked the necessary software refinement.
During an interview with The Creator Room, Srivastava admitted that the pressure to launch before the festive season led to a product that was not 100% ready for consumers.
He noted that while the decision felt correct at the time due to operational costs and timing, he now views it as an early launch that required several months of subsequent fixes and software updates.
Tech Burner explained that building a brand from scratch involves significant research and development costs that often inflate the price of a first-generation product.
He highlighted that the tech industry is heavily reliant on timing, particularly around major sales events on platforms like Flipkart and Amazon, where the majority of consumer spending occurs.
Missing these windows can jeopardize the financial health of a small company, as research and development expenses often drain capital reserves before a product even reaches the market.
To address the initial feedback, the ANARC team spent seven months implementing five major software updates and hosting community events in cities like Delhi, Mumbai, and Bengaluru.
Srivastava emphasized the importance of reconnecting with the audience to separate constructive feedback from general online noise.
He stated that the brand is now focused on a second iteration of the product, with the team and co-founder Neel Gogia working closely with customers to ensure the next version meets higher standards.
The discussion also touched on the broader creator economy, where Srivastava criticized creators who focus solely on view counts rather than building a personal brand.
He argued that views represent attention but do not always translate into respect or financial value.
To succeed long-term, he suggested that creators should focus on two key metrics: the ratio of views to engagement and the audience transfer rate, which measures how many viewers move from one platform to another to follow a creator.
Srivastava also detailed his approach to marketing, describing how his team intentionally constructs viral moments to generate attention for brand launches.
This process involves creating hundreds of pieces of content, including stunts like building a 15-kilogram metal jacket or a giant cardboard iPhone.
He noted that while these stunts capture interest, the underlying product must eventually carry the brand’s reputation. He believes that a product should always be superior to its marketing to ensure long-term sustainability.
Shlok Srivastava, who has over 12 million subscribers on his main YouTube channel, started his journey in 2014 while in college. He has since expanded his portfolio beyond tech reviews into multiple D2C (Direct-to-Consumer) brands, including Overlays for apparel and ANARC for electronics.
