When Eswaran Mohan (Waran) and Renuga Nair (Renu) were university students, they had no idea they’d one day be helping some of the world’s biggest brands bring cutting-edge AR, VR, and AI experiences to life.
In 2018, the pair founded ExAR Technologies, a Malaysian creative-tech agency now trusted by major brands like Nestle, Honda, Panasonic, and Foodpanda. The husband-wife duo are even recognised on Forbes 30 Under 30 Asia.
But their journey didn’t begin in high-tech boardrooms. It began with curiosity, art, and a bootcamp.
The Spark That Started It All
During their third year of university, Waran and Renu realised their true passions lay outside their original fields. Waran began tinkering with AI and machine learning, while Renu turned toward art, drawing and painting. Their interests collided when Waran joined an AR bootcamp at UTM, and helped build a virtual try-on app for shirts that clinched second place.
After the competition, Renu suggested expanding the idea into jewellery. Like many women, she’d struggled to find earrings online that matched her outfits for events. Waran researched solutions and stumbled upon Snapchat’s Lens Studio, a tool that allowed them to build virtual try-on filters.
“That small project made us realise we could solve real-world problems through interactive tech,” Renu explains. “It wasn’t just about looking cool. It was about creating experiences people needed.”
Initially, they drew inspiration from Pixar, a brand synonymous with creativity. Coincidentally, their initials – E (Eswaran), and R (Renuga), along with A (Arun, their creative director), fit neatly into “ExAR.” Later, they embraced the idea that ExAR could also stand for “Experience AR” which perfectly aligning with their mission.
But turning creativity into a business proved much tougher than they imagined.
The Tough Early Years: Hustling And Getting A Lucky Break
ExAR’s first approach was to pitch virtual jewellery try-ons to small Instagram sellers. But the sellers were sceptical. “People didn’t understand AR, and Snapchat wasn’t widely used in Malaysia,” Renu says.
Hence, Waran and Renu decided to create AR filters purely for fun and learning. “We kept experimenting,” Waran shares. “There were hardly any tutorials, so we learned everything ourselves.”
Coming from lower-middle-class backgrounds, they faced significant pressure to get stable jobs. To survive, they juggled side gigs, tutoring, selling lead-generation services, and creating AR templates online.
Then came a pivotal moment. Waran noticed an open application for Snapchat’s Official Lens Creator (OLC) programme. Despite doubts, he applied.
Weeks later, they received a call. Snapchat had been tracking their prolific filter creations and impressive engagement numbers. To their surprise, they became the first OLCs in Asia and one of only 30 worldwide!
“They were shocked that we were from Malaysia!” Waran laughs. “But they were impressed with how consistently we’d been creating.”
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A Pandemic-Shaped Silver Lining
Snapchat’s recognition opened new doors. As the platform expanded into Asia, ExAR was hired as consultants, tasked with training creators across Malaysia, Singapore, Indonesia, and India. They’ve since trained over 2,000 XR professionals and onboarded more than 1,000 AR creators through workshops and mentorships.
Snapchat’s recognition opened new doors. As the platform expanded into Asia, ExAR was hired as consultants, tasked with training creators across Malaysia, Singapore, Indonesia, and India. They’ve since trained over 2,000 XR professionals and onboarded more than 1,000 AR creators through workshops and mentorships.
Then COVID-19 hit. “It was terrifying,” Renu admits. “Just as things were picking up, the country shut down.”
Yet, like many digital businesses, ExAR saw a silver lining. Brands urgently pivoted to online engagement, and demand for Instagram filters and interactive experiences skyrocketed.
“Our business boomed during the pandemic,” Waran recalls. “Brands finally saw the value in immersive experiences.”
They expanded from social filters into web-based AR experiences, completing major projects like an interactive campaign for Honda. Today, they’ve delivered more than 50 projects for over 30 clients, becoming a sought-after name in Malaysia’s creative-tech landscape.
Scaling With A Lean Team
ExAR operates on a mostly project-based model, about 90% of their work comes from brands or agencies seeking tailored interactive solutions. The remaining 10% involves longer-term collaborations or recurring campaigns.
“Our main customers are digital marketing and creative agencies,” Renu explains. “We position ourselves as their tech partner, helping them deliver interactive experiences that drive real ROI.”
Unlike many agencies that try to be everything to everyone, ExAR focuses narrowly on interactive content. This depth allows them to innovate quickly and build tools that genuinely impact marketing results.
An example is their AI-powered skin analysis tool for Cetaphil, which scans users’ faces to identify skin concerns and suggest products. “It’s essentially a complex AI system,” Waran explains. “But calling it an ‘AI Skin Analyser’ makes it clear and relatable.”
Surprisingly, despite their impressive portfolio, ExAR’s core team remains small. The company is still run by Waran, Renu, and Arun. Rather than hiring a large in-house staff, they’ve built a global network of talented creators.
“This model lets us stay agile and keep costs manageable,” Renu says. “It also means we can take on big projects without being bogged down by heavy overheads.”
ExAR has bootstrapped its growth entirely, reinvesting profits into new technologies and skill development. Since 2019, they’ve achieved approximately 30% year-on-year revenue growth, no small feat for a company of their size.
Nevertheless, ExAR has big ambitions for the next few years. One major project is developing an AI-powered installation guide for a global smart door lock company, enabling users to set up their devices using only their phone camera and voice instructions.
“Our goal is to become a global interactive content agency,” Waran says. “We want marketing and advertising agencies worldwide to see us as their growth partner.”
Always Understand Your Customers
Waran and Renu’s biggest takeaway is simple but powerful, which is to start with people, not technology.
“Know your users better than you know the tech,” Renu says. “We thought virtual try-ons would revolutionise retail. But in Malaysia, people still love physical shopping. We had to pivot.”
Waran adds, “Don’t be discouraged if people call your niche too small. Focus and expertise will always give you an edge.”
From uncertain university students to recognised creative-tech pioneers, the founders of ExAR Technologies prove that passion, grit, and a willingness to adapt can transform small ideas into global success stories.
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