How NOISE Built a 4000 Crore Rs Wearable Brand - Startup Case Study

00:00 Intro
00:47 Origin of Noise
03:07 Pivot to Smartwatches
06:22 COVID-Growth
07:38 Challenges for Noise
08:47 Future of Noise
Noise, emerged as the third-largest smartwatch manufacturer globally in 2023, trailing only Apple and Samsung, despite being established just seven years prior. This achievement is particularly noteworthy given that Noise began as a bootstrapped venture. Founded by two cousins from Bikaner, Rajasthan, Gaurav Khatri and Amit Khatri, Noise initially operated in the phone cover market before transitioning to smart wearables.
Originating as a phone cover business in response to the growing smartphone market in India, Noise quickly realized the limitations of this venture due to intense competition and low differentiation. Recognizing the burgeoning smart wearables industry, particularly in light of Apple's success with the Apple Watch, Gaurav and Amit pivoted to create Noise 2.0, focusing on affordable yet feature-rich smartwatches to cater to the Indian market.
Despite initial challenges, including quality issues with early products, Noise persisted, continuously improving its offerings based on customer feedback. By 2018, Noise had introduced successful products like the ColorFit and ColorFit Pro smartwatches, alongside wireless earbuds, tapping into the increasing demand for wearable technology in India.
The COVID-19 pandemic further accelerated the demand for smartwatches as people became more health-conscious, propelling Noise to the forefront of the market. By 2022, Noise had become the third-largest smartwatch brand globally and a dominant player in India, boasting significant revenue growth.
However, Noise now faces several challenges, including heightened competition, over-reliance on smartwatches for revenue, and concerns regarding product quality and after-sales service. To address these challenges, Noise has adopted aggressive marketing strategies, such as signing Virat Kohli as a brand ambassador, and investing in research and development to diversify its product portfolio.
One notable innovation is the Luna smart ring, aimed at revolutionizing the wearable technology market. Noise's strategic partnerships, including a recent investment round from Bose, aim to bolster its position in the wireless earphones segment. Additionally, Noise is transitioning to in-house manufacturing, enhancing quality control and leveraging the 'Make-in-India' initiative.
In conclusion, Noise's trajectory reflects its ability to adapt to market trends and innovate despite challenges. Its future success hinges on its capacity to navigate intensifying competition, diversify its product range, and maintain a focus on quality and customer satisfaction. With its strategic initiatives and growing global presence, Noise has the potential to establish itself as a prominent player in the wearable technology market, paving the way for a successful Indian tech brand on the global stage.
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[@theronin9079]

Boat and Noise, the greatest drop shipping companies

[@Modi268]

Lol

[@PankajDoharey]

Boat has a low quality product. they are just cheap.

[@Talibrafeek]

I think may be two of the biggest drop shipping companies in the world.

[@JacknJill2245]

😂😂😂

[@thoseepiccommentsmedia5488]

​@@PankajDohareytrue I've used 3 of bots products with the hype everybody said but each one is garbage with some basic annoying issue and even if they replace the product the issues remain same. I guess each of their products are faulty

[@pulkit077]

spending on some future tech RND while outsourcing all the watches from China with a sticker... Nice

[@Talibrafeek]

There is nothing wrong in getting products from China.

[@user-ih6be2xr4]

I bought a noise product which is still working but my brother's boat product broke in month

[@soulhero96]

Boat are worst in their segment. The only good thing is it's bass but what will do with high bass on a broken headphones. I had Rockerz and Nirvana both broke within 3 months. When I tried to claim warranty then they say "it's physical damage we can't do anything".Never recommend one better buy any other brand. They are just making their business in the name of made in India which is also isn't true😅

[@jaravta]

I respect your view but I am a proud owner of Boat Have no issue with the boat

[@soulhero96]

@@jaravta Buddy everything goes good with the bass until in the morning you notice a dent somewhere and then it cracks in half 😑

[@soulhero96]

@@jaravta I'm not gonna say that any other product is good in that segment cause I never used one but surely Boat isn't an option I'm gonna choose in future. My brother uses oppo for last 3 years.

[@nisx91]

Anecdotes, anecdotes everywhere

[@kartikrathwa8580]

I think MIVI product are also manufactured in india, please cover story of MIVI as well.

[@mihirchitnis905]

What good are the fitness sensors bundled in the noise's smartwatches and brands if they are not certified from any official government medical institution whether the results shown are accurate within permissible error limits.

[@BabaX410]

17 years old got iphone. When I was 17 years old I was giving tution

[@ALEX-qp7cl]

I personally use Noise evolve 3 smart watch and this is one of best watch i buy in segment of 2.2k

[@Suresh22k]

This Boat wala Arrogant guy who call himself a Market leader in India say we this we are that…..I did not knew Noise is also that big company👍

[@MrBlackjack456]

You mentioned that Noise is now facing challenges similar to what they faced with the phone cover business in 2016, like increasing competition and product commoditization. Given their previous experience of successfully pivoting from phone covers to smartwatches, what lessons have they learned that can help them navigate this new set of challenges? Specifically, how are they planning to differentiate their products and create a sustainable competitive advantage in the highly competitive wearables market?

[@yashparekh8914]

20k for a ring and you say it affordable category?

[@amarchivukula5250]

Yea, if u do peer comparison, it's the cheapest price...

[@CaptainJack911]

Noise is the BEST Their watches above 2k are very good build quality. I'm using a 5k watch since 4 years after many hits n hustles it's running absolutely fine. The Earbuds are also good quality

[@princeranjan_in]

Boat is literally the worse

[@sarojparida8132]

I have 3 smart watches from noise. Love them

[@quiteintresting1916]

Awesome watches

[@Prasannasairampothineni]

Mivi company is the real made in india company

[@-NIKHIL246]

True and also those products are really great

[@Dpk_YT]

😂 😂 Fool nothing can be completely made in India... Smallest electronics need China.. Its not bad to make in China and sell in India.. Just to have rnd and sell after sales

[@ramkapoor610]

Even they have made in china tag

[@hariomsharma900]

@@-NIKHIL246 no they dont at least the tws and earphones

[@ben10water]

Nothing is gonna beat them.

[@fx_1513]

Yup exactly

[@AGH0RE]

Are you saying Nothing is an Indian Brand??

[@JagdishSindhal]

I think noise's product quality is far better than boat and other brands

[@b_Music18]

Agree

[@its8855]

Literally no doubt to saying that , after buying bakt atom 83 airdrops, I'm faces a problem and as my policy I replaced that I changed my product 3 times during 7 days policy but still after 3 months of use its started to make problem, like No sound in call, connectivity issue, charging problem it's a serious problem.

[@kaamiKunn]

I have read reviews criticizing boat and appreciating noise but i got a defective noise earphones(noise n1) and they refused warranty claim they were asking for some number that i couldn't find on the packaging or receipt but my boat earphones are working well even after 3 years(bost rockerzz 255 pro plus).....boat nirvana ion is also vvvvv good

[@thoseepiccommentsmedia5488]

Bot have only 2 good product the one you mentioned and the rockerzz 450 rest of their products are garbage and have some issues they can't fix even if they replace them and they don't even accept returns bought from their websites lol cheap boat. They're just Chinese garbage assembled in india in the name of the brand

[@rohitk4544]

Thanks for telling the story of one of great Indian companies. Noise and Boat both will become big companies and remove the monopoly of Chinese budget tech products. I hope they get into mobile manufacturing soon.

[@Shubhankar_mhkd]

Lmao, both Noise & Boat buy their products from china and rebrand them under their logo and sell it in India

[@omarisawesome365]

These products manufactured in China😂 Just the branding their😅

[@-NIKHIL246]

In India only MIVI is getting designed and manufactured

[@ArpanMukhopadhyay93]

Lol. Boat is branded chinese

[@Kawaga-uc4qq]

Sorry to break your bubble. Their smartwatch is pretty basic but enough for casual users in india. Smartwatch is easy to produce compare to smartphone. People don't put lots of expectation towards smartwatch but a smartphone will bring entirely different expectation. It's not easy to compete with Chinese companies in smartphone.

[@facthub9964]

Healthy competition is good for consumers

[@Gamaclone-]

Are they like manufacturing it in India Or just putting their brand name and logo on products imported from Chinese companies

[@UtkarshThakur-bx4oj]

Noise is actually going to start manufacturing in India. They are investing a lot to start manufacturing

[@MOYASH1591]

no The company manufacture over 95% of its products in India, as per its statement

[@kkit8629]

Just like Boat, they do have same Theme " Buy a Bulk from Chinese OEM & Put own logo & in order to save from foreign product Import Tax, they setup Tiny assembly line up., that's why these products have very small Shelf Time & Pretty much Nil updates, As orginal OEM keeps changing their Monologues to meet their various Customers. People who have been to Shenzhen or worked there, know what actually happens. 😅

[@saras102]

Used to be rebranded Chinese stuffs but slowly they r moving to India just because of govt intervention. Can't say they are importing and rebranding their entire products now but above 75% are sourced within india.

[@escapist1493]

Bought boat storm smartwatch in 2022, no issue till now

[@nirjharbhatnaagar1982]

That Ring is also not their new propriotary tech...it's already in the market globally, it could ealisy e white lebled from China or Taiwaan...so nothing is being re-searched but i admire their business enthusiasm...ooh and btw the tinker lab they have setup that could be to gather new talent pool that can provide new work force to their own sister concern HR firms or others sub-sudiaries or perhaps could get new product idea or business idea. ~Namaste~

[@onesupersane]

my wireless earbuds still works which was bought on 2019

[@subhadipdey6464]

Noise smartwatch are better than boat and fore bolt. But it's high time noise should launch something with their own ui and make some flagship watch.

[@MOYASH1591]

ULTRAHUMAN HAS MADE FIRST RING MARKET IN WORLD NOT NOISE, ULTRAHUMAN, BANGALORE BASED COMPANY

[@raktimsaikia1476]

noise smartwatches are not even real smartwatch .

[@NerdCentral_]

Have you ever seen a good indian smart watch?

[@psarthy24]

That's true. The mrp they sell is all hiked up. But same is with boat pebble and others too

[@NerdCentral_]

@@psarthy24 Every good quality products has a price

[@sanm7781]

Noise boat and firebolt smartwatch accuracy is pretty much garbage they are neither smartwatch nor fitness band.

[@thoseepiccommentsmedia5488]

True I got a furebolt one but it's nearly useless for 1k

[@boltez6507]

Ohh they are just dropshippers.

[@dhananjay_kumar_sheohar]

I have used both the company products (watch and earphones wired and wireless,currently using one plus so Im not baised) Definitely i can say Boat:- ear phones are best in their range🔥 Noise:- watches are best in their..🔥

[@nitishgaikwad98]

noise indian compny nahi... i think

[@arjunsharma0803]

Indian hai bhai

[@ShashwatDubey-nk2li]

are you investing in boat ipo ?

[@SumitSingh-pu7ny]

Don't do it

[@rakeshchodankar]

Noise is a good brand

[@PraneethKannegolla]

I like firebolt i have 3 watches of them

[@shahankaranjia756]

Listening to this on boat earphones

[@mr.billionaire_76]

Boat has now become highly over rated because of Boat's marketing & Aman Gupta's Popularity but there products are of bad quality & are not upto expectations

[@abhiwins123]

Using boat after noise, quality is league ahead

[@subham.bharti]

Cheap Quality

[@activation8429]

Noise is way better than boat! Their products are solid!

[@KunalDuttKDUTT]

Buying a 20000 ring of Noise is already a bad move...we will prefer Samsung or Apple first

[@sy1795]

Next Micromax

[@MOYASH1591]

you can't become ambani same like every company can't become micromax, you can become you and noise can become noise

[@suvamroy5938]

@@MOYASH1591 By importing from China and using their algorithm and chips?

[@prashant_s_s_]

Worst after updating my smart watch is not working and company says it is not in warrenty

[@fycinfotech]

For their factory where they got investment 😮

[@kevaldedhia5396]

Dude u put aman in thumbnail and clickbait people here

[@kingsmanvlog6822]

M using noise evolve 2 almost 16 Month now till no issues

[@soulhero96]

Boat are worst in their segment. The only good thing is it's bass but what will do with high bass on a broken headphones. I had Rockerz and Nirvana both broke within 3 months. When I tried to claim warranty then they say "it's physical damage we can't do anything".Never recommend one better buy any other brand. They are just making their business in the name of made in India which is also isn't true😅

[@NerdCentral_]

Indian music has more bass than any other countries. They exploited it very well. If you really love music and an audiophile use focal which is a French brand. They have the best headphones in the world but costly. There is a website called headphone zone. They are the official retailers of focal in India

[@kuldeepminaj]

China is India’s largest business partner and such business model promote this partnership

[@moonchildwithlove]

JBL ko compete karne chala tha noise overtake kr gyi 😂

[@senthilraja5613]

Noise is worst product if there was problem in their products they don't give a proper service centre

[@atovipassah186]

Worst after sales service. My chrome watch that I paid 5k for came with a broken strap and their customer dept. never were prompt in their replies. I had to go to a local watch repair shop, paid INR 100/- and got it fixed. Never buying anything from them again ! Meanwhile, Dyson replaced the entire 55k cordless vacuum just because they stopped manufacturing the bin for the model I had ♥

[@amitgarg8393]

noise made bigest mistake by endorsing their brand with high charging celebs.. Jitna virat kohli ne liya agar utna KZbinrs ko free mein product de deta ..... aur unko advertisimenet mein kharch karta to sales 100% increase hoti! .. sath mein branding bhi hoti :D ..

[@PAUL_WALKER_72]

Both company import product from china and sell in India 😡😡😡

[@FINDMYDEVICERAVIDAS]

Most company doing same shit casue we are not china , china is 100times better than us in every factor ,

[@SatyamSagwal]

bruh they make in india with collaboration with dixon

[@mahavir8148]

Why every time Marwaris ? You hear about any new start-up being successful, there's always a Marwari founder or co founder. Unacademy, PW, Allen Ed Tech is almost owned by them. A Bit jealous of them tbh

[@abhiwins123]

Because marwaris are good at copying, streamlining operational process to make more money. A very few actually do a moonshot projects that's totally new. Thats not bad TBH.

[@sumeet3773]

​@@abhiwins123Copying is not good in the long run. Indian brands lag behind in terms of innovation on a global level. Just having a marwari founder or a co-founder not gonna help much. Marwari's only care about making money by hook or crook.

[@abhiwins123]

@@sumeet3773 In the world of business, very rarely you see companies who are innovative survive through thier innovation. There are enough MBA case studies to support it. I do innovative items in my business but do lack the support system that marwari gets and business is all about profit. Just because you are innovative doesn't guarantee success in business. Lets appreciate marwari for he travels places to find opportunity while others wait for opportunity.

[@amanraj5375]

So the alakh pandey founder of PW is marwadi I thought he was from allahabad

[@mahavir8148]

@@amanraj5375 no he's co founder Prateek Maheswari, Alakh Pandey mentioned in an interview with Varun Mayya. That PW became PW because of his Marwadi Co Founder

[@sumitdas6596]

Boat ki Naiya dubadi😂

[@ronakpatel3914]

EVERYTHIGN WAS CHINESE AND CHINESE BACKED TECH AND INVESTMENT AS WELL. I REALLY DONT KNOW HOW WE CAN SAY EVEN INDIAN APART FROM INDIAN FOUNDERS

[@mr.knight2864]

i had few products from boat honestly very bad experience so bought jbls then

[@nirmalkumar7941]

My father got a noise watch I scolded him so bad . Bought him a huawei one and noise is just dusting away

[@prafullacpandey]

I haven't used noise , but after using boat i would says it a worst product I ever used , the Quality of product is not very good

[@ANTICHRIS619]

Noise is much better and premium than boat

[@Lakshyachoudhary-yk1ic]

1 st view😮

[@IndusSingh89]

Noise is better than Boat.

[@tomlatham344]

Noise has the worst product quality known to mankind !!!! Me , my smaller sibling and my mom, all three bought Noise smartwatches and no one survived more than 2 months , pisses me off till now, combined we spend 6000 ruppees on them and all went to gutter !!!!

[@satyamchaurasia2708]

Boat work for very less time.. This is my last boat product i had bought

[@pawanraj8248]

Customer service is not good (My experience)

[@KyaxKare]

LAVA

[@ArpanMukhopadhyay93]

Yasss

[@akashindia1941]

Poor case study. You told what they achieved but didn't mentioned how did do it.

[@Ad.Bibekofficial]

जब मेरा मूड ऑफ होता है तो यहां कमेंट पढ़ने आ जाता हूं।

[@vivekedits4646]

First view

[@Lakshyachoudhary-yk1ic]

Jhutha hai bhai tu mera tha 1st view

[@pindusingh7031]

They not make phone 📱 📱

[@prabhatjoshi-hg2te]

you all really think boat is a big brand but there products start malfunctioning after sometime and, let me tell you one thing as well the built quality is not up to the mark of the boat as i have one of the product and i can tell you if i by mistake i drop it it will stop functioning. The built quality is quite low of many product lines. I am not saying that the same may not happen with the NOISE. THEY ALL ARE IMPORTING FROM CHINA. so the quality will be some what same and you may face same thing with the any of the brand.

[@singhgaming2350]

Boat become average day by day

[@swarcastik]

Unless they start manufacturing in India on their own, they are bound to fail sooner or later. Same with boat.

[@mndeep.626]

Almost all electronic in world are manufactured in China , even DRDO uses those electronics.

[@naukriNautanki]

Boat and Noise have the worst products ever, no doubt they are cheap, but their quality and lack of innovation are questionable. Products like Apple, Marshall, and bose are costly, but they offer the consumer a way better brand value and more importantly top of line quality which the newest generation values more than even money.

[@arpitbaid7]

Noise is far better than boat Both are nothing in front of the apple watch

[@vivekedits4646]

First comment

[@vanshupadhyay6289]

Boat is a marketing company, never seen worse tech products than them

[@Sara_Kuster]

Biggest winner is china😂

[@prem971991]

For god sake.. stop exhaling in every line..

[@vivekmandvi2199]

Both the boat and noise are Chinese. Buy oppo tws or OnePlus neckband better quality than both boat and noise.

[@ankushchoudhary4627]

There is no business or idea they are doing what a local shopkeeper does on an Indian scale just blue-labelling or a similar thing even if they are designing a product that's so bad quality and is made of entirely of components available on the shelf that hey are pathetic to use.

[@user-qv6fe9dy8l]

Bro who talks about their phone covers l😂😂😂....some lame ass friends u got

[@anubratsarma1305]

I am use noise product but product is bad quality for compare to price so do not buy anyone any product

[@speech3834]

Noise has worst earbuds. I bought 3 units of Noise buds x and all these were pathetic in terms of calling quality.

[@sadhansarma6179]

Boat is the worst product just like their ceo...Bada bada lacture deta hai,product tatti hota hai..

[@hariomsharma900]

soon Chinese company will enter and throw them out like they did with phone ,

[@piyushsharma798]

Dono faltu hai lol

[@bibhutoshbiswas2589]

nois product is not a good product

[@2009aritra]

Cheap Chinese watch reseller

[@brocklesnar9272]

But better than boat😅

[@iakhileshgupta3553]

Noise is the worst

[@Whatreally123]

I had a Mi Band and it stipped working. So i bought a Noise watch (evolve i think). One of the worst products ever. Its a useless puece of tech. Of you want a smartwatch for the sake of saying you jave a smartwatch, go for it. Otherwise its garbage.

[@miteshchodvadiya7998]

this useless product I would say, no competition with Apple, Samsung , Google in Smart Watches they have premium quality with correct health information. other brand Watches have just display that's it. as my opinion.

[@RaCiSt-004C]

I assure you guys noise has the worst customer care 🫂 so be careful 🫠