BRÜK and Qubo founders: Products must become habits to retain customers

Designing for habit, not hype

Founders Sangeeth Krishna of BRÜK and Nikhil Rajpal of Qubo shared their perspectives on building consumer brands at YourStory’s Techsparks 2026 event. Their focus: designing products that become ingrained in everyday habits, rather than relying on one-time marketing campaigns.

Product-market fit and premium pricing

Krishna and Rajpal argued that product-market fit is evident when consumers express strong attachment, such as saying, "I can’t live without this." For BRÜK, which operates in the drinkware space, this meant identifying a gap in the Indian market for premium products with superior finishing and build quality.

The founders noted that observing consumer behavior—like matching tumblers with clothes and bags—revealed opportunities beyond the original product scope. This insight helped BRÜK justify premium pricing by delivering better materials and craftsmanship.

Reliability and retention

Rajpal, whose company Qubo provides home security devices, highlighted the importance of reliability in his category. Consumers are hesitant to experiment with security products, as failures can have serious consequences. This makes consistent performance a non-negotiable factor for retention.

Both founders agreed that retention should stem from a product’s usefulness, not incentives like streaks or cashback. These tactics may drive short-term engagement but fail to build lasting loyalty.

Spotting opportunities in consumer behavior

The discussion also touched on how founders can spot new opportunities. Krishna and Rajpal advised observing how consumers adapt products beyond their intended use. These adaptations often reveal unmet needs, whether in adjacent categories or improvements to the existing product.

For example, Qubo’s focus on solving a core consumer problem—home security—helped it become a daily-use item. This approach contrasts with brands that chase volume over quality, sacrificing long-term retention for short-term gains.

Context from India’s startup landscape

YourStory’s Techsparks event has historically spotlighted trends in India’s startup ecosystem, including shifts in e-commerce priorities and the rise of deeptech and social activism (see related coverage: India’s E-Commerce Shift and India’s Startup Ecosystem Sees Surge Cohort). This year’s discussion with BRÜK and Qubo adds a layer to these trends, emphasizing the role of product design in shaping consumer habits.

What this means

Lazyfounder analysis — our interpretation, not reported fact.

For founders and operators, this discussion underscores a shift in how consumer brands are built—not through flashy campaigns, but by embedding products into daily routines. The emphasis on reliability and usefulness over incentives like cashback or streaks suggests a maturation in India’s consumer market, where retention is increasingly tied to tangible value rather than short-term gimmicks.

The push for premium pricing in categories like drinkware also signals an opportunity for startups to target niche audiences willing to pay for quality, rather than competing solely on price. This aligns with broader trends in India’s e-commerce landscape, where affordability and accessibility are no longer the only battlegrounds—consumers in Tier II markets and beyond are also seeking differentiation and superior experiences.

For founders in hardware or everyday-use products, the takeaway is clear: observe how consumers adapt your product beyond its intended use. These adaptations can reveal unmet needs, opening doors to adjacent categories or improvements that strengthen retention.

Key takeaways

• Retention strategies should prioritize product usefulness over marketing incentives like streaks or cashback, as these do not build long-term loyalty.
• Founders must observe consumer behavior closely—adaptations beyond a product’s original purpose can reveal opportunities for expansion or refinement.
• Premium pricing is viable in India if the product delivers superior quality, materials, and finish, catering to consumers willing to pay for differentiation.
• In categories like home security, reliability is non-negotiable; failure to deliver consistent performance can erode trust irreparably.