Bu konuda

IN THE LAST FEW YEARS, the story of wearables, smartwatches and
true wireless audio has been nothing short of remarkable. The category’s
narrative is about growth but the bigger takeaway is how homegrown
brands lead and dominate. The likes of Apple, Samsung and Oppo were not
able to dent the market shares of home-grown boAt, Noise, Boult Audio,
Fire Boltt and their ilk. The ‘Make in India’ story is prominent, reiterating
that when the right people identify a market gap and provide a solution that
works, they are likely to succeed.
Against this backdrop, it is interesting to note that a category that grew
nearly 35 per cent in the preceding year is expected to grow in single digits
in 2024. This may not sound very positive but if you look at the details, you
can see the natural progression. If one observes how the category leaders
are behaving, for example, the multi-X growth in the likes of advertising
expenses or research & development, one can see that these players are
eyeing a bigger pie. They plan to build the category further and find a new
consumer base to be able to overcome the setback anticipated this year,
as our cover feature illuminates. Who could elucidate this strategy better
than the founders of Noise, Amit and Gaurav Khatri? Noise remained
bootstrapped for nearly a decade before accepting its maiden investment
from a global conglomerate like Bose. For those who know the space, this
is signal enough that Noise is going all out as the challenger brand in the
true wireless category. Our cover interview captures Amit and Gaurav’s
thoughts on their long-term growth plan.

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