Noise: The Indian Wearable Technology Brand That Redefined Smart Living
From selling smartphone covers in the historic city of Bikaner, Rajasthan, to becoming one of the world’s leading smartwatch brands, Noise represents one of India’s most remarkable consumer technology success stories. Built with a focus on design, accessibility, and local manufacturing, the company has transformed how millions of Indians experience wearable technology.
At a Glance
| Key Information | Details |
|---|---|
| Founded | 2014 |
| Headquarters | Bikaner, Rajasthan, India |
| Founders | Gaurav Khatri & Amit Khatri |
| Industry | Wearable Technology & Consumer Electronics |
| Market Leadership | India’s Leading Homegrown Wearable Brand |
| Global Recognition | Ranked Among the World’s Top Smartwatch Brands |
| Annual Business Scale | ₹2,000+ Crore GMV |
| Investment | Strategic Funding from Bose (2023) |
Company Overview
Who They Are
Noise is an Indian lifestyle technology company specializing in smartwatches, wireless audio products, and connected accessories. Known for combining premium features with accessible pricing, the brand has become one of the most recognized names in India’s wearable technology market.
Where It All Started
Founded in 2014 by cousins Gaurav Khatri and Amit Khatri, Noise began as a small venture selling smartphone covers and mobile accessories. While the business was profitable, the founders realized they needed to create something uniquely their own.
That opportunity arrived in 2016 when Noise entered the wearable technology space. The company’s first smartwatch marked the beginning of a journey that would eventually place it among the most successful consumer technology brands to emerge from India.
Growth Without External Funding
One of the most remarkable aspects of Noise’s story is that it remained bootstrapped for nearly a decade. The company scaled operations, expanded product categories, and crossed significant revenue milestones before accepting its first external investment from global audio giant Bose in December 2023.
Today, a substantial portion of Noise products are manufactured in India, aligning with the country’s growing focus on domestic electronics production.
“It was doing well as a business, but we realised we didn’t have a brand.”
-Amit Khatri, Co-Founder, Noise
The Journey of Noise
| Year | Milestone |
|---|---|
| 2014 | Noise was founded in Bikaner, Rajasthan, beginning its journey with smartphone covers and mobile accessories. |
| 2016 | The company entered the wearable technology market with the launch of its first smartwatch, Noise Impulse. The initial batch sold out quickly, validating the founders’ vision for smart wearables in India. |
| 2017–2021 | Noise expanded into true wireless earbuds (TWS) and significantly grew its smartwatch portfolio while strengthening its manufacturing and supply chain capabilities. |
| 2022 | The brand emerged as one of the world’s leading wearable technology companies and became India’s largest homegrown wearable brand. |
| 2023 | Noise crossed ₹2,000 crore in annual GMV and received its first external funding through a strategic investment from Bose. |
| Today | Noise continues to expand its ecosystem with smartwatches, audio products, smart rings, and other connected lifestyle devices, serving millions of users across India and beyond. |
Design Philosophy
Noise believes technology should seamlessly integrate into everyday life rather than feel complicated or intimidating. This philosophy is reflected in three core principles.
1. Design-First Approach
2. Accessible Innovation
Features such as AMOLED displays, Bluetooth calling, health tracking, and voice assistants are offered across multiple price segments.
3. Made in India
A significant share of manufacturing takes place within India, supporting local production capabilities and enabling faster innovation cycles.
Product Portfolio
| Category | Product Range | Key Features |
|---|---|---|
| Smartwatches | Bluetooth Calling Smartwatches | Make and receive calls directly from your wrist. |
| AMOLED Display Smartwatches | Vibrant displays with enhanced clarity and visual appeal. | |
| Round Dial Smartwatches | Classic watch-inspired designs with modern smart features. | |
| Metallic & Leather Smartwatches | Premium finishes designed for a sophisticated look. | |
| Alexa-Enabled Smartwatches | Hands-free voice assistance for everyday convenience. | |
| Collections for Men, Women & Kids | Dedicated designs and features tailored to different users. | |
| Audio Products | True Wireless Earbuds (TWS) | Compact wireless audio solutions for everyday listening. |
| ANC Earbuds | Active Noise Cancellation for an immersive audio experience. | |
| Gaming Earbuds | Low-latency audio optimized for mobile and online gaming. | |
| Wireless Headphones | Comfortable, high-quality sound for work and entertainment. | |
| Budget & Premium Audio Collections | Options available across multiple price segments. | |
| Beyond Wearables | Noise Luna Ring & Connected Devices | Smart rings and next-generation connected products designed to expand the Noise ecosystem. |
Market Position
Noise has established itself as one of the most influential wearable technology brands to emerge from India.
| Achievement | Details |
|---|---|
| Market Leadership | Recognized as India’s leading homegrown wearable technology brand, serving millions of customers across the country. |
| Global Presence | Ranked among the world’s top smartwatch brands, competing with established international players. |
| Manufacturing Scale | Millions of Made-in-India smart devices shipped, supporting the country’s growing electronics manufacturing ecosystem. |
| Financial Milestone | Achieved ₹2,000+ crore in annual Gross Merchandise Value (GMV) while building a profitable business. |
| Strategic Investment | Secured its first external funding through a strategic investment from Bose in 2023, validating the brand’s growth and market potential. |
Despite growing competition in the wearable technology sector, Noise continues to maintain its leadership position through consistent innovation, frequent product launches, and a strong focus on user experience.
Why Consumers Choose Noise
| Why Customers Choose Noise | Description |
|---|---|
| Wide Product Selection | A diverse portfolio of smartwatches, earbuds, headphones, and connected devices designed to suit different lifestyles, preferences, and budgets. |
| Exceptional Value | Premium features such as AMOLED displays, Bluetooth calling, health tracking, and voice assistants offered at highly competitive price points. |
| Built for Every User | Dedicated product collections for men, women, and children, making it easier for consumers to find the right device for their needs. |
| Homegrown Innovation | A proudly Indian brand with product development, innovation, and a significant share of manufacturing rooted in India. |
| Proven Track Record | Trusted by millions of customers and recognized among the world’s leading wearable technology brands. |
| Continuous Innovation | Regular product launches across smartwatches, audio devices, smart rings, and other emerging technology categories. |
Final Thoughts
From its humble beginnings in Bikaner, Rajasthan, Noise has evolved into one of India’s most successful wearable technology brands. Through a combination of innovative product design, accessible pricing, and a strong commitment to local manufacturing, the company has built a loyal customer base while earning recognition on the global stage.
As Noise continues to expand across smartwatches, audio devices, and next-generation wearables, it stands as a compelling example of how Indian brands can successfully compete with international technology giants.
Official Website: gonoise.com
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FAQs
What is Noise?
Noise is an Indian wearable technology and consumer electronics brand known for its smartwatches, wireless earbuds, headphones, and connected lifestyle products.
Who founded Noise?
Noise was founded in 2014 by Gaurav Khatri and Amit Khatri in Bikaner, Rajasthan, India.
Is Noise an Indian company?
Yes, Noise is a homegrown Indian company that designs and manufactures a significant portion of its products in India.
What products does Noise offer?
Noise offers smartwatches, true wireless earbuds, wireless headphones, smart rings, and other connected lifestyle accessories.
Why is Noise popular in India?
Noise is popular for offering feature-rich products, stylish designs, and competitive pricing, making wearable technology accessible to a wide range of consumers.
