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boAt’s post-IPO dream of a premium avatar to face a tough reality
Mint Kolkata
|October 31, 2025
Five years ago, during the covid-19 pandemic, a crop of homegrown electronics brands flooded the market with near-identical smartwatches and wireless earbuds as they vied to offer the cheapest versions of these products.
Gurugram-headquartered Imagine Marketing, which launched the brand boAt in 2016, became the market leader in inexpensive smartwatches and earbuds. Nine yearssince inception, the company is setting its sights on premium devices as it attempts a ₹1,500-crore initial public offering (IPO).
But the plan to sell more premium products may prove a stiff challenge for boAt, analysts said, even though India's overall electronics market is seeing sustained demand for more premium devices.
Esta historia es de la edición October 31, 2025 de Mint Kolkata.
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