Revolutionizing the Indian Electronic Industry: The Success Story of Noise Smartwear
The electronic industry in our country has evolved drastically over the years. It has taken a great positive side over the years and will grow more in the coming years. This industry in particular in India has huge growth potential. On the other hand, the electronic manufacturing industry is doing a tremendous job in our country.
Not many will know but, this industry reflected the biggest surge of 13.8% which was the highest in the past six years. All the credit for such goes to the startups or already-existing companies that are coming up with various innovative products or services.
Similarly, we have a smartwatch brand, Noise which has brought huge innovation and change in the smartwatch electronic industry. This brand is not only known for selling smartwatches but, wireless Bluetooth, wireless headphones, traps, covers, and a few more accessories.
Founded in 2014, this bootstrapped company has come a long way and has achieved so many within one decade of its business.
About Noise
Noise was not the company which they were nearly a decade ago. Noise is a tech-driven brand that offers technological accessories to Indian customers at an affordable rate.
This brand has a great and very unique mission and goal that they want to establish in the future of the Indian market. Initially, Noise sold smartphone cases but, that did not stay for long.
This brand was founded by Amit Khatri and Gaurav Khatri back in 2014. Initially, they might have sold smartphone cases but, both the founders saw a good opportunity and expanded their product line which proved the company a huge success.
Noise - Industry
Noise belongs to the smart wearables market in India. According to some sources, the smartwatch market remained the fastest-growing category with 16.9 million units. This market is expected to grow at a CAGR of 23.9% by 2027.
More and more people are changing their tastes and preferences for Bluetooth products or wireless accessories. These products have become highly accessible, feasible, and most importantly very easy to use.
One thing that we must give proper significance to is the continuous new model launches from different brands including Noise and across various price points is the key reason why this market is growing rapidly.
Noise- Founders and Team
Amit Khatri and Gaurav Khatri are the co-founders of this smartwatch wearable brand, Noise.
Amit Khatri
Amit is the co-founder of Noise Wearables and hearables brand which instills fitness trends in their products. Interestingly, Amit himself loves to stay fit and that is what he is promoting to the outer world through their products and services.
Unfortunately, we have very little information about his background experiences or knowledge related to the field. But, according to his Instagram posts we can surely believe to the fact that he loves living a healthy and happy life.
Gaurav Khatri
Gaurav Khatri is the CEO and co-founder of Noise. He has completed his high school education from Air Force Senior Secondary School, Bikaner. Studying from an Air Force school he has also completed his CPL, Commercial Pilot Training from Aviation Training One International, Philippines.
He did not stop just there, after completing his aviation training he completed his bachelor’s degree in BBA from Amity University from 2009-2011.
According to his LinkedIn experiences, Gaurav has not worked in many companies. He started working on his dreams at a very early stage.
After completing his bachelor’s degree he joined Nexxbase Marketing Private Limited as a Principal Consultant from 2011-2014.
Yes, it was the same year that along with Amit Khatri he founded Noise in Gurgaon where this company has its headquarters as well.
Ever since he and Amit founded Noise, both have been working very efficiently on the overall growth and expansion of the company. Their primary focus has always been on the strong development of the company.
Noise-Startup Story
The startup story of Noise is slightly different than any other startup stories of other companies. It was founded back in 2014 by Gaurav and Amit Khatri. After long research and analysis both the founders of Noise came up with their first product idea smartphone cases and covers.
They thought that this was the product which was going to change the company’s face. The founders very soon found out that introducing something else to the Indian market would give them huge profits.
This was when they started manufacturing smartwatches but, they did not stop manufacturing smartphone cases and covers. Gaurav Khatri thought that this would keep their income steady and revenue coming from which he could build other product lines.
Slowly, the smartphone covers and cases led the company to discover an unexplored category which was smartwatches.
Yes, this was never done by any other Indian brand and Noise became one of India;s first homegrown brands to bring smartwatches to the masses. Through thorough research and analysis, this brand saw a huge opportunity to expand in this market and decided to get into this market with wireless earphones.
According to an interview by Gaurav Khatri, he revealed that most of the hard work to establish Noise was already done by Amit Khatri. He also revealed himself as his mentor who did the difficult part of establishing the brand and introducing new product lines.
Today, Noise stands at a $460 million valuation or worth company after they received $10 million from Bose. Yes, they are continuously achieving huge milestones after nearly a decade of hard work and efficiency.
Noise- Shareholding
| Shareholders | Percentage |
| Bose Corporation | 2.17% |
| Amit Khatri | 53.44% |
| Gaurav Khatri | 36.23% |
Noise-Name, Tagline, Logo
The founders gave a unique name to their brand which they thought was very different. Now, Noise particularly does not have a tagline but, we have seen them using “Gonoise” in many of their advertising campaigns.
The logo of the brand is very simple where we can see “Noise” written with bold white letters and the background black.
Noise-Business Model
Noise has a very simple business model which they have been following since the first day. They focus on the customer's needs, desires, and behavior patterns. This brand properly understands the latest trends in the market and launches products according to those trends and fashion.
The turning point that has changed the face of Noise is that they are providing good quality products at a very low price tag. Previously, the manufacturing was being outsourced from China and Taiwan but, the manufacturing has been started in India itself.
The founders of this company have spent a good sum of money on R&D, marketing, supply, and others. They are doing this so that there is no compromises on the quality of the products.
Noise-Revenue Model
As it is a smartwatch and wearable brand, it makes most of its revenue by manufacturing and selling smartwatches, wireless earphones, speakers, cameras, and a few more.
They make money by selling their products through various e-commerce platforms, apps, and website. Yes, they have a website from where you can buy exclusive products when they are launched.
The sole source of their revenue is by selling the newly-launched products. According to some sources, the wearables sold by Noise make up 92% of their total revenue collections.
Noise-Challenges Faced
Noise has been a futuristic player ever since they were established in the Indian market. This company's initial product, smartphone covers and cases, was doing quite well in the Indian market. Willing to do something else and different for Indian customers, three years later they entered into the wearables and accessories market.
Within the span of these three years, the founders especially Amit Khatri did lots of hard work to find the market gap. With professional help and a good team, this company found the right product and introduced Noise Shots. This product became very successful within no time only because of its quality and most importantly the price point.
Noise-Funding and Investors
Noise has raised a total of $10 million to date.
Bose Ventures invested $10 million from Bose Ventures at the Series A Round.
Noise-Growth
The growth trajectory of Noise since they changed their primary product to smartwatches and other wearables has been remarkable. All the credit for such goes to their rigorous research and development. They have come up with and are still coming up with great and highly innovative products for customers.
Noise, registered a staggering growth of 17X in just 30 months. This helped them to expand their presence to over 8000 offline outlets in our country.
In Financial Year 2023, Noise achieved Rs 2,000 crore in revenue and this marked their record growth of over 100% in YoY. This brand is willing to make a revenue of Rs 4000 crore by the next few years.
Noise -Products
Over the years, Noise has launched various products for customers in the Indian market. Some of the best-selling products are:
Buds VS102 Plus
This is a wireless earbud which was launched by Noise earlier last year. This came with a 50-hour battery life, fast charging, voice assistant, IPX5 water resistant, and many more.
NoiseFit Fuse Smart Watch
One of the highest-selling smartwatch that was launched by Noise was NoiseFit Fuse. One can control music play, heart rate monitor, activity tracker, calorie tracker, Oximeter, and a few more.
NoiseFit Halo Plus AMOLED Metal Smartwatch
Noise launched their metal smartwatch with AMOLED display at an affordable rate in the Indian market. The looks and design of this model was loved and appreciated by many customers and reviewers in the Indian market.
Noise-Partnerships
Noise has partnered with a few notable companies for smooth work process.
II Jin Electronics
Back on 19th September 2023, Noise announced that they have partnered with II Jin Electronics for manufacturing, assembling, and designing wearables and other products.
Aditya Birla Health Insurance
Very recently Noise partnered with Aditya Birla Health Insurance that has aimed to help the company to enhance the digital experience of ABHICL policyholders.
Noise-Advertisement and Campaign
Former Indian cricket captain, Virat Kohli has been the face of the advertisements of Noise. Last year Noise released their unique advertisement campaign which was named #SunoDilKaShor.
Noise-Awards and Achievements
- Won Bootstrap Champ award at the Economic Times Startup Awards 2022
- Best selling brand on Amazon and Flipkart for four years from 2019-2023
Noise-Competitors
Here are some of the top competitors of Noise:-
- Boat- One of the biggest competitors of Noise is Boat which manufactures and sells smartwatches, music system, and other accessories.
- Mivi- It is another Indian brand which gives good competition to Noise
- FireBolt- This brand is known for selling different smartwatches at a very affordable price rate.
Noise-Future Plans
Noise has a very simple and straightforward plan which is to expand to international markets. They want to reach international customers with similar consumer demographics and make huge profits from those markets as well.