Amit Khatri, Co-Founder of Noise

Noise is Driven by Consumer-Centricity, Community Engagement and Data-Driven Product Development

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Noise is an Indian aspirational connected lifestyle brand that provides an impressive line-up of products in the Smart Wearables and Wireless Earphones categories. Noise has been ranked as India’s No.1 Wearable Watch Brand according to International Data Corporation’s (IDC) Worldwide Quarterly Wearable Device Tracker, 1Q21 release. In a conversation with Mobility Magazine, Mr. Amit Khatri, Co-Founder of Noise, discusses their strategies related brand positioning, Make in India and future plans. 

Q. How do you position Noise brand in India market?

Noise is firmly placed in the aspirational segment aimed at offering premium experience at affordable prices.

Q. How important is Indian market for the Noise? What opportunities you see in India?

Noise is an Indian brand with customer-centricity at its core. We understand the requirements of Indian consumers well, engage with closes with our partners and associated. The Indian market will remain key to our plans. Also, India has a large youth population with an appetite for smart tech devices. Noise strives with an agenda to bring the best of connected lifestyles to the Indian consumers.

Q. What challenges you face during lockdown?

The lockdown came with a plethora of challenges but being a resilient brand and having a passionate team, we overcame most of our internal challenges much easily. from moving to digital medium of communication, finding our own novel ways of collaborating within teams, designing products to interacting with our consumers closely. As a D2C brand, we were better prepared with our infrastructure than most other players in our segment. The external challenges related to pin code serviceability and logistics support were needed a way of tackling, but with the spirit shown by our team not only we could deal with them effectively, but registered significant growth during this phase and became stronger plugging holes in our systems and implementing better processes. Finally, the shift in consumer habits and lifestyle spurred faster adoption of devices in the market and has allowed Noise a greater penetration and consolidation.

What are the USPs of the Noise brand and which is target customer segment?

The triple fly wheel — consumer-centricity, community engagement and data driven product development drives the DNA of Noise. We appeal to the modern Indian consumer in the age group of 18-45 who wants to lead a connected lifestyle.

Q. What is the scope for Make in India?

Make in India is already a reality with many projects being attempted in India and over the the next couple of years we could see the entire infrastructure moving to India. Fortunately for Noise, we anyways control a large part of our product journey within India and are well equipped to lead this brigade. The government policies and political will are set to catalyze the process. 

Q. What are your future plans and where you want to be in the next 2 years?

Noise is already a leading smartwatch brand in India and during the last one year, nearly, 1 out of every 4 watches that sold in India was a Noise watch. In next 2 years, we want reach a greater number of new users in India and deliver them greater analytics, better insights, enable them greater control over managing their health, fitness, wellness and productivity from their wrist. 

Q. What message do you want to give to your customers?

The only message that Noise gives to customers and partners is cutting through the clutter of external sounds and listening to the noise within – our dil ka shor! do your things your way, follow your dreams and Noise will be your partner in your journey of excellence – in your quest for the best.


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