Founded in 2018 by Gaurav Khatri and Amit Khatri, Noise is an Indian aspirational connected lifestyle brand that is changing the way India stays connected. Noise has managed to create a great mark on the market with its impressive line-up of products in the Smart Wearables and Wireless Earphone categories. As per a report published by a reputed global industry analysis firm Counterpoint Research, Noise was the second most sold brand for truly wireless (TWS) earphones in 2019 in India. Noise has been listed as one of the top brands on Amazon and Flipkart for four years in a row. Noise has been recognized as India’s No.1 Wearable Watch Brand in 2020 and the first quarter of 2021 by IDC Worldwide Wearable Device Tracker, reinforcing its position as a category leader.
Meet Amit Khatri, Co-Founder of Noise shares with DeviceNext his views on latest products, market shares and more.
- Noise’s journey till date from its inception of 2018
We started from scratch and have come far within a short span. From being yet another tech brand to the no. 1 wearable watch brand for consecutive quarters, the progress has been constant and impressive, to say the least. We now have half a million followers on Instagram and it’s an ever-growing community with more Noisemakers joining in every day. There are more than 2 million followers over social media in total, with Rishabh Pant as the face of the smartwatch category across these platforms.
- Despite of so much of competition in this segment, how Noise has paved the way forward and created the brand position in India?
Our uniqueness lies in our customer-centricity, where we engage with our consumers in order to create products that truly fulfil their needs. When this approach comes together with data-driven design and development, we are able to set ourselves apart from our competitors, while strengthening our position as a market leader.
- Which are the most selling product till date and why?
ColorFit Pro 2 – our flagship smartwatch – has been the bestselling product by Noise so far. The success can be credited to the fact that the smartwatch is a feature-loaded offering with the right mix of fitness and style, that too in a crowded category.
- How’s was the year 2020 -21 Year for Noise
The year has been an exciting one. Once again, we became India’s no.1 wearable watch brand, in the first quarter of 2021, and this was for the fourth time in a row. Not just that, but we roped in Cricketer Rishabh Pant as the brand ambassador for our smartwatch category, thus reaching out to millions of sports-loving, young Noisemakers. With more months to go, we can’t wait to unlock everything else that the year still has in store for us.
- What is the current market share & projection
Our current market share has been close to 26.7% in the first quarter of 2021. Going forward, we strive to take this number higher with new offerings and constant innovation.
- What are the company’s overall channel strategy Online, Offline or Omnichannel?
We are currently focusing on offline expansion and in the future, we might get into omnichannel partnerships as well. Our business is primarily based online at present, but we are growing rapidly on retail too with the help of our recent partnerships.
- What exciting products we can expect for Noise in coming months?
We are constantly evolving and innovating in order to bring the best for our consumers. In the coming months, there will be multiple additions to both our categories – audio and wearable, with a lot of focus on integrated lifestyle solutions.
We would like to thank our consumers for the love and support they have showered us with, especially in these difficult times. Our constant endeavour is to offer them the best, smartest and latest lifestyle technology with our innovative products, which are designed while keeping their needs in mind. We will ensure that Noise as a brand keeps adding value to their lives in the future.
