In a market where tech brands emerge and disappear overnight, Noise has established itself as a homegrown success story, capturing a significant 24.8% share of India’s smartwatch market. Through strategic innovation, consumer-centric design, and key partnerships—most notably with audio legend Bose—Noise continues to redefine the landscape of smart wearables and premium audio. Amit Khatri, Co-Founder of Noise, shares insights into the brand’s evolution, latest innovations, and future ambitions.
Evolving with the Indian Consumer
Over the past decade, Noise has consistently adapted to the evolving needs of Indian consumers, driven by its vision to democratize cutting-edge technology at an aspirational price point. As India’s No.1 smartwatch brand and the first homegrown brand to rank among the top three globally, Noise has successfully built a comprehensive connected lifestyle ecosystem.
Central to this growth is Noise Labs, the company’s dedicated R&D arm, which fuels industry-leading innovations. Products such as Luna Ring 2.0, Noise ColorFit Pro 6 Series, and the newly launched Noise Master Buds reflect the company’s commitment to precision in health insights, immersive audio, and smarter lifestyle integration.
The recent investment from Bose, Noise’s first strategic investor, further strengthens its leadership in the segment, reinforcing its long-term vision of integrating premium experiences into everyday life.
Noise Master Buds: Redefining the Premium TWS Market
With the launch of Noise Master Buds, the brand has taken a significant leap into premium audio experiences. As the first product in the Master Series, it merges high-quality sound with an innovative design philosophy inspired by vinyl records, symbolizing the infinity of Noise’s technological evolution.
Expertly tuned with Sound by Bose technology, the Noise Master Buds offer an unparalleled audio experience, combining premium sound with accessibility. Notable features include:
Up to 49dB Active Noise Cancellation (ANC) for a distraction-free experience.
Spatial Audio Support and Dual Device Connectivity for seamless integration across devices.
Google Fast Pairing for effortless connectivity.
With a design-first approach, the Noise Master Buds showcase meticulous craftsmanship, ensuring ergonomic comfort and a premium listening experience. As the Master Series expands, consumers can expect further innovations that uphold the brand’s ethos of making high-end technology accessible.
Sustained Growth and Market Expansion
Noise’s commitment to continuous innovation and local manufacturing has propelled its consistent market leadership. The company has expanded its presence across categories with new launches such as Noise Power Series and Noise Tag 1, further strengthening its foothold in the industry.
Strategic partnerships with Airtel Payments Bank, Aviva Insurance, and Aditya Birla Health Insurance have allowed Noise to integrate smart functionalities that enhance everyday experiences. Additionally, its expanding offline retail footprint and strengthened Make in India initiatives, in collaboration with Iljin Electronics, ensure the brand remains closer to consumers while boosting domestic manufacturing.
With the NoiseFit App scaling significantly, the company continues to enhance user engagement, solidifying its position as an innovation-driven brand. The partnership with Bose, which extends beyond investment into co-developing superior experiences, underscores Noise’s ambition to elevate India’s presence on the global innovation map.
Shaping the Future of Indian Consumer Tech
Noise has played a pivotal role in making wearable technology an integral part of daily life. By democratizing industry-first innovations, the brand ensures that premium experiences remain within reach for a larger audience. From smart rings with Luna Ring to redefining premium audio with Noise Master Buds, the company is shaping the future of connected living.
Beyond innovation, Noise contributes to India’s growing tech ecosystem through local manufacturing, employment generation, and expansion into new product categories. By bringing together Bose’s legacy of audio excellence with Noise’s deep understanding of Indian consumers, the company is showcasing homegrown innovation on a global scale.
As Noise moves forward, its focus remains on making wearable technology more transformative and relevant, further strengthening India’s position as a global technology hub. With a strong foundation and an unwavering commitment to consumer trust, the brand continues to set new benchmarks in the industry.
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