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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[theronin]

Boat and Noise, the greatest drop shipping companies

[pulkit]

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

[ihbexr]

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

[kartikrathwa]

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

[Sureshk]

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👍

[JagdishSindhal]

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

[mihirchitnis]

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.

[CaptainJack]

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

[bharath]

Boat and Noise are dominating smartwatch and tws category.
Kudos to these brands.

[ALEX-qpcl]

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

[Prasannasairampothineni]

Mivi company is the real made in india company

[MrBlackjack]

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?

[ishaangoyal]

Your video truly stays awesome until the “you see”

[mr.adiuk]

i have used there customer service and it's fabulous

[prasadjoshi]

Thank you for making such wonderful case studies these help and motivate upcoming problem solvers 👍✅

[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 nirvana ion is also good

[Maurita-rd]

My watch was purchased 2 years ago from amzwatch and, to this day, it still looks and runs as well as it did the day it arrived. That movement has never missed a beat despite never having been serviced. I can't complain about that.

[papa_rambo]

RIP FIREBOLTT PRODUCING WATCHES LIKE PIGLETS😂

[King_verse_infinity]

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..🔥

[facthub]

Healthy competition is good for consumers