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BW Businessworld

The Giant Killer

On the strength of product innovation and consumer focus, Noise is giving global consumer electronic brands a run for their money

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FOUNDED BY GAURAV KHATRI and Amit Khatri in 2018, Noise is a consumer electronics brand that deals in bluetooth earphones, portable speakers, smartphone covers and smart wearables. In just six years, Noise is already competing with global brands like, Sony, Realme, Amazefit, JBL, Jabra, Sennheiser etc.

Sharing the brands journey over the years, Amit Khatri says that Noise has been a profitable business since the founders chose to bootstrap the business.

“We have never had any issues pertaining to capital requirements in our business. Last year has been great for us, our business has more than doubled in the last 12 months and we have witnessed dou­ble digit month-on-month growth over the last 12 months. Noise has grown 20x in the last 30 months and that is no mean feat given that we operate in what is already a hyper-competitive environment,” says Khatri.

According to Khatri, Noise is built on the backbone of innovation and that has remained an integral part of its business DNA.

Innovative Launches

“Whether it’s us adopting the D2C model with our own portal con­tributing a lion’s share of the revenues or actually co-creating prod­ucts with our community — we have innovated in how the conven­tional businesses have operated in this space. Noise has been at the forefront of innovative launches — being the first brand to come up with a hybrid smartwatch, a 150-hour playback on a truly wireless device, first coloured smart band, first low latency device — the list is endless,” explains Khatri.

“We are now embarking on making our devices a lot more intuitive, smarter and evolved and you will witness the same in our next gen­eration of products,” adds Khatri.

Speaking about the growing competition in this category and the risks that the brand has to face going forward, Khatri agrees that Noise is operating in a hyper-competitive environment with threat from larger international conglomerates and some yet-to-be-incepted challenger brands alike.

Consumer Centricity

“We as an organisation are not wired to operate thinking about competition and the threats thereof. We have a cul­ture of consumer centricity that allows us to remain singu­larly wired on driving con­sumer delight and driving product excellence. Despite the highly competitive inten­sity, we have been able to man­age pole position in smart­watches and controlled a sig­nificant market share at 28.5 per cent,” 

Customer Engagement

Noise has the largest and most active lifestyle community with their proprietary in-house app. Says Khatri, “Besides the prod­ucts our Noise native app is a one-of-a-kind platform for active life­style enthusiasts to engage and interact, which has helped us not only reach our customers where they are but also build a strong community with more than 3 mil­lion users.” 

The company’s consumer cen­tricity and its focus on nurturing solutions for community has served it well in the past and held the brand in good stead. It has been a business that has delivered significantly premium, unique and ahead-of-time experiences for its community that is evident in its long list of firsts and block­buster products. 

Indian Brand 

“As stated, we are not in a race with the competition — we truly want to build a uniquely designed in India brand that actually ena­bles a seamless connected life­style for the millennials across the country and are steadfast in our mission. We intend to continue to grow in double digits month on month. This year our plan is to go 2x of our current year number. We are expecting a similar trajec­tory for the next few years as well,” add Khatri.