Indian wearables major Noise has its crosshairs firmly set on the mid-premium audio market, a space currently dominated by global players like JBL. The homegrown brand, which started its journey a decade ago and now sells one in every three smartwatches in India, is banking on its strategic partnership with legendary Bose to lend it the credibility and technological firepower needed to win over discerning consumers.
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In an exclusive interview with India Today Tech, Noise co-founder Amit Khatri revealed that the company’s future lies in conquering the value-conscious yet quality-driven “mid-premium” segment. “Our focus is clear – we want to solidify our position in the mid-premium segment... offering better experiences at better prices,” Khatri said, positioning Noise not as a budget alternative, but as a direct challenger to established international brands.
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