Imagine Marketing Limited, (“Imagine Marketing” or “boAt”) India’s #1 Earwear brand* announced the successful manufacture of 1 Million made in India units in a single quarter alone under its Rock in India campaign, a first in its category. Through the campaign boAt showcases how it believes in not just ‘Make in India’, but also ‘Rock in India’.
To commemorate the occasion, boAt has introduced the Rock in India campaign, which highlights the dedication and meticulousness of unsung heroes towards designing and manufacturing every single unit, similar to watching an artist create music. In collaboration with music composer Mayur Jumani, boAt celebrates the symphony created with the sounds of every corner of the factory, by incorporating it into a track that echoes the hustle and passion of India. boAt continues to revolutionize the way India listens to music.
India has dived head first into converting the Make in India dream into a reality. In January 2022, boAt entered into a joint venture with Dixon Technologies for manufacturing and developing Bluetooth-enabled hearables products in India. They together launched one of the first “Made-in-India” TWS. Leveraging the “Make in India” campaign launched by the Indian government in 2014, boAt plans to continue to diversify the supply base and further increase the resilience of the supply chain by engaging new suppliers based in India. With its new network of suppliers, boAt aims to scale production to meet the growing demands of the consumers through manufacturing in India.
The Make in India project and Production Linked Incentive Scheme have further supported brands like boAt, by allowing for viable local manufacturing options to minimize the risk of supply chain disruption, reduce logistics costs by bringing manufacturing closer to point of use, and create economies of scale which would further reduce cost.
Speaking on the partnership announcement, Vivek Gambhir, CEO, Imagine Marketing Limited, said, “As India rings in its milestone 75th year, we at boAt are delighted to have achieved the milestone of manufacturing one million Made In India products in Q1 FY23 alone. It is a testimony to the love we have received from our loyal customers. The dream of ‘Make in India’ has entrenched itself into the roots of every Indian’s mind. We have witnessed a strong vocal for local sentiment among Indian consumers, and the market dynamics now favour local home-grown brands. On their part, Indian brands have dived head first into converting the Make in India dream into a reality. By 2025, Indian brands are projected to drive 35-40% of the hearables market and 25-30% of the wearables market, by value, due to their agility in catering to the expectations of consumers. The Government of India’s Make in India project and Production Linked Incentive Scheme have further supported this, by allowing for viable local manufacturing options to minimize the risk of supply chain disruption, reduce logistics costs by bringing manufacturing closer to point of use, and create economies of scale which would further reduce cost. With our understanding of the market and consumers, we are keen on further supporting the Indian manufacturing system and capitalising on the Make in India movement towards a bright Aatmanirbhar future.”
Since the first quarter of Financial Year 2022, a large number of boAt products within the Rockerz, Bassheads and Airdopes product ranges, as well as within the accessories (including cables and power banks) are being manufactured in India. boAt Bassheads 100, Bassheads 192, Bassheads 225, Rockerz 255 Pro, Rockerz 235v2, Airdopes 131, Airdopes 101, Airdopes 441, power banks, charging cables and power bricks are among the current products available under boAt’s “Make in India” initiative.
Campaign Video- https://www.instagram.