From Watches to Wireless: How Noise Became India’s Smart Accessory Brand

Introduction

Noise has become a household name in India’s wearable technology space, symbolizing the rise of affordable innovation and homegrown entrepreneurship. Founded in 2014 by Amit and Gaurav Khatri, the brand began as an online seller of smartphone accessories but quickly evolved into one of India’s leading smartwatch and hearable brands.

Today, Noise competes directly with global giants like Apple and Samsung while staying rooted in its “Made for India” approach — offering stylish, functional, and budget-friendly smart devices for the country’s young, tech-savvy consumers.

1. Founders and Origin

Amit and Gaurav Khatri, two brothers from Gurugram, started Noise with a simple goal — to make technology accessible to every Indian. Initially, they sold smartphone covers and chargers online, but the rapid growth of fitness and IoT gadgets inspired them to pivot.

By 2018, they launched their first line of smartwatches and wireless earbuds, setting the foundation for what would soon become India’s top wearable brand. Their early understanding of digital commerce and consumer behavior helped Noise grow organically in a highly competitive market.

“We wanted to build products that connect with the aspirations of Indian youth — affordable, reliable, and stylish technology.”

– Amit Khatri, Co-founder of Noise

2. Product Ecosystem

Noise offers a range of products across three main categories:

Smartwatches: The ColorFit and Evolve series are Noise’s flagship products, featuring heart-rate and sleep tracking, Bluetooth calling, and integration with the NoiseFit app.
Audio Devices: The Noise Air Buds and Shots series provide high-quality wireless audio with active noise cancellation and long battery life.
NoiseFit App: This app connects users’ devices, tracks fitness metrics, and creates a social experience for health-conscious consumers.

Noise has also begun exploring smart rings, eyewear, and AI-based health features, aiming to create a connected lifestyle ecosystem rather than just selling gadgets.

3. Business Model

Noise operates on a Direct-to-Consumer (D2C) model, selling through its website (gonoise.com) and leading marketplaces like Amazon and Flipkart.

Aspect	Details
Business Model	Direct-to-Consumer (online-first)
Price Range	₹2,000–₹6,000
Target Market	Urban and semi-urban youth (18–35 years)
Manufacturing	Designed in India, produced locally and in China
Distribution	E-commerce platforms and brand website

The D2C strategy gives Noise complete control over pricing, product feedback, and customer experience — driving both growth and loyalty.

4. Growth and Market Position

From a small startup to a market leader, Noise’s growth has been phenomenal. According to IDC’s 2023 report, Noise became India’s No. 1 smartwatch brand and ranked among the top three globally, alongside Apple and Samsung.

Year	Revenue (₹ Crore)	Market Share (India)
2019	150	5%
2021	730	27%
2023	1,500+	27%

This success came without major external funding in its early years, showcasing a rare example of bootstrapped profitability in the consumer tech space.

5. Marketing and Brand Strategy

Noise’s marketing approach has been key to its rise. The brand positions itself as the “Voice of the New India”, inspiring people to “Listen to the Noise Within.” This philosophy blends emotional storytelling with lifestyle appeal — positioning Noise products as symbols of individuality and progress.

Key Strategies:

Celebrity Endorsements: Collaborations with Rishabh Pant, Taapsee Pannu, and Jasprit Bumrah amplified brand visibility.
Influencer Marketing: Noise leverages tech reviewers, fitness creators, and lifestyle influencers to engage directly with young audiences.
Digital Campaigns: Strong presence across Instagram, YouTube, and Twitter with challenges, product teasers, and user-generated fitness stories.

This digital-first, community-driven branding approach helped Noise stay relevant, aspirational, and relatable to millions of consumers.

6. Innovation and Product Strategy

Noise focuses on rapid product innovation driven by consumer insights rather than heavy R&D spending. The brand launches new smartwatch models every few months, responding to user feedback gathered through the NoiseFit app and social media.

Recent innovations include:

Bluetooth calling smartwatches in the affordable range
Advanced health tracking (SpO₂, stress, menstrual cycles)
AI integration for personalized health recommendations

By combining style, data, and functionality, Noise ensures every product feels “premium yet practical.”

7. “Made for India” and Sustainability Vision

Noise aligns closely with India’s “Make in India” initiative. As of 2023, over 90% of its smartwatch lineup is assembled locally, reducing import costs and boosting quality control.

This shift towards domestic manufacturing not only strengthens Noise’s brand as an Indian success story but also contributes to job creation and sustainable growth within the country’s electronics sector.

8. Lessons for Entrepreneurs

Noise’s story is a blueprint for modern Indian startups. Here are key takeaways:

Lesson	Insight
Adaptability wins	Pivoting from accessories to wearables at the right time fueled growth.
Consumer-first thinking	Building products based on real user needs ensures relevance.
Digital-first approach	D2C channels helped Noise control pricing, marketing, and customer relationships.
Brand over product	Emotional branding created long-term loyalty beyond specs or discounts.
Made in India advantage	Local manufacturing and innovation added authenticity and cost benefits.

9. Future Outlook

As India cements its place as the largest smartwatch market by volume, Noise is eyeing global expansion into the Middle East and Southeast Asia. The brand plans to launch AI-powered wearables, smart rings, and connected lifestyle products — bridging fitness, fashion, and technology under one ecosystem.

With a strong consumer base, robust D2C presence, and innovation-led growth, Noise stands as a symbol of India’s potential in global consumer electronics.

Conclusion

Noise’s rise from a small e-commerce venture to a global top-three smartwatch brand reflects the power of vision, adaptability, and digital entrepreneurship. By blending affordability with aspiration, the Khatri brothers built not just a brand but a movement empowering millions of Indians to embrace technology as part of their lifestyle.

“Our goal has always been to make technology aspirational, affordable, and empowering — for every Indian.”
— Gaurav Khatri, Co-founder of Noise