‘Noticing early signs of increased customer interest’

Audio and wearables direct-to-consumer (D2C) brand boAt is investing in advanced inventory management and AI-enabled customer engagement as it pre-paves for the festive season. It is also ramping up collaborations with regional influencers to deepen its festive connect.

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Gaurav Nayyar, COO of boAt, tells S Shanthi that this year the firm is targeting a steady double-digit year-on-year sales growth, with a strong surge expected in the weeks leading up to Diwali, in line with national e-commerce trends.

Notably, in April this year, Imagine Marketing, boAt’s parent company, filed its draft IPO papers through a confidential pre-filing route.

Excerpts:

How are you preparing for the festive rush?

To meet festive demand, we have been gearing up well in advance with stronger inventory planning and close coordination with our partners. We have expanded our operational bandwidth, both online and offline, by increasing manpower across support, fulfilment, and logistics functions. We have also invested in advanced inventory management, AI-enabled customer engagement, and ramped up collaborations with regional influencers to deepen our festive connect.