1 year ago
Noise and Bose Partner to Navigate Wearables Slump
Imagine a company called Noise, which makes smartwatches and other tech gadgets.
The company started when the founder faced a lot of pressure to do other things.
At first, they sold phone cases.
They're now big in the smartwatch market in India.
To help them do better, Bose, a famous audio company, gave them money and helped them make better sound in their products.
Even though the market is shrinking, Noise is hoping to succeed, and is now even looking to expand beyond India.
Noise, an Indian wearables brand, has partnered with Bose to navigate the industry's downturn.
Founded by Gaurav Khatri, Noise initially focused on phone cases before expanding to smartwatches.
Noise holds the second-largest share in the smartwatch market and third in the overall wearables market in India.
Bose Corporation invested $30 million in Noise, leading to the 'Sound by Bose' Masterbuds.
The wearables market is facing a decline, with Noise experiencing a loss in FY24, but is looking to expand internationally.
- Who
- Gaurav Khatri founded Noise. Bose Corporation is a key partner.
- What
- Noise, an Indian wearables brand, is partnering with Bose and facing market challenges.
- Where
- Noise is based in India and is expanding to UAE.
- When
- Noise was founded around 2014 and is now expanding, as of early 2025.
- Why
- To navigate a declining wearables market, Noise partnered with Bose to boost its products.
Noise's Perspective
Competitors' Perspectives
Market Competition
Noise's Perspective
Noise is focused on innovation, strategic partnerships, and expansion to remain competitive.
Competitors' Perspectives
The market is becoming more competitive and cutthroat.
Key facts
- Noise Founder
- Gaurav Khatri
- Bose Investment
- $30 million
- Noise Smartwatch Share
- 25.2% in CY24
- Wearables Market Decline
- 11.3% in CY24
- FY24 Revenue
- Rs 1,439.5 crore
- FY24 Profit/Loss
- Rs 20.1 crore loss
- Bose Founded
- 1964 by Amar Bose
Quotes
Gaurav Khatri and Amit
Co-founders of Noise, on Indian consumer behavior.
“The noise is still there, it’s just changed its form.”
financialexpress.com
“Majority are just buying for the better price point.”
financialexpress.com
Amit
Khatri's cousin and co-founder of Boat, discussing a massive Xiaomi advertisement.
“If we need to do something, we need to think this big.”
financialexpress.com
