Noise

Noise, established in 2014, operates as an internet-first brand in India's consumer electronics sector. The company was founded by cousins Amit and Gaurav Khatri, who initially ventured into the market by selling smartphone cases and accessories. A pivotal moment for the company came in 2018 when it strategically shifted its focus to the smart wearables and hearables market, a move that set its current growth trajectory.

The founders' backgrounds uniquely positioned them to identify and capitalize on market gaps. Gaurav Khatri, a trained commercial pilot, possessed a keen interest in technology and e-commerce. Amit Khatri brought extensive experience from the fashion and retail supply chain industry, having worked with major global brands and holding a Master's degree in Management from the National Institute of Fashion Technology (NIFT). Their combined expertise in technology trends and design-driven product development proved instrumental. The initial idea sparked from Gaurav's difficulty in finding a quality smartphone cover in India, leading them to recognize an unmet consumer need.

Noise targets a demographic of tech-savvy individuals aged 18 to 35, encompassing students and young professionals in the middle to upper-middle-income bracket. The business generates revenue primarily through the direct sale of its products via its own website and major e-commerce marketplaces, with a growing presence in offline retail channels. The company's business model focuses on providing feature-rich consumer electronics at accessible price points. This strategy has enabled Noise to capture a significant market share, becoming a leading brand in India's smartwatch market. As of Q1 2025, Noise held a 29% market share in the country's smartwatch segment.

The product portfolio is diverse, including smartwatches, wireless earbuds, Bluetooth headphones, smart rings, and speakers. Its smartwatches offer features such as Bluetooth calling, health monitoring sensors, and built-in voice assistants, all integrated with a companion mobile application for both Android and iOS users. The company emphasizes a 'Make in India' approach, with a significant portion of its products manufactured locally, and has formed joint ventures to bolster its domestic production capabilities. This focus on local manufacturing and consumer-centric design has been a key differentiator in a competitive market.

Keywords: smart wearables, hearables, consumer electronics, D2C, smartwatch, wireless earbuds, Indian market, affordable technology, lifestyle brand, e-commerce