In a move to strengthen its commitment towards domestic production of gadgets, Noise, the Indian connected lifestyle brand, has announced its partnership with Optiemus Electronics Limited (OEL), a wholly-owned subsidiary of Optiemus Infracom Limited. The two homegrown brands intend to offer the best-in-class gadgets custom-made based on the requirements of Indian users. As a part of this long-term partnership, in the initial phase, Optiemus Electronics Limited (OEL) will design and manufacture hearable products for Noise. Supporting the Atmanirbhar Bharat and Make in India initiatives, the recent move intends to create job opportunities for homegrown talent and the workforce.
The manufacturing will happen at OEL’s two state-of-the-art manufacturing plants in Noida. The preliminary phase will witness the production Make in India TWS earbuds by Noise. With this partnership, Noise intends to launch half a dozen products in the next 6 months. These products are expected to launch in the Indian market by the end of this month.
Announcing the partnership, Mr A. Gururaj, MD, Optiemus Electronics Limited said; “The PLI initiative is a steppingstone towards a pioneering role that India can play in global electronics manufacturing. Today, we are really excited to partner with Noise, India’s leading and fastest-growing wearable brand. Wearables are witnessing tremendous growth in India as we are the world’s youngest nation with disposable incomes, fitness-conscious youth and working-class people. Optiemus has a rich legacy to deliver on high-quality electronic manufacturing and through this partnership; we are committed to delivering the best value to Noise in line with their business objectives.”
Speaking on the partnership, Mr Gaurav Khatri, Co-founder at Noise said, “We are delighted to share that Noise will be enhancing its production to offer Make in India products to the Noisemakers with our partnership with Optiemus Electronics. The long-term alliance brings together our synergies to contribute towards the noble vision of Atmanirbhar Bharat. Our partnership will further our vision of being proudly Indian and the coming together of two homegrown brands. The enthusiasm for wearables and its connection with youth make India a big potential market. Our strategic partnership with Optiemus will help us expand our portfolio to deliver on the growing appetite for wearables in the country.”
A leading player in the Indian manufacturing industry, OEL has manufactured and delivered over 14 million mobile devices for Indian and Global Brands since 2016, catering to a gamut of products and industries such as Telecom, IT, Hearables and Wearables and retail technology solutions, to list a few. It has a sharp focus on cutting-edge technology, cost optimization and enabling the local ecosystem. While OEL is the expertise in device manufacturing, Noise has been one of the most preferred brands by the Indian consumers. Noise has been India’s #1 smartwatch brand for all of 2020 per IDC reports and in recent quarter of 2021 as well. Such continued dominance and scale exhibited by a home-grown wearables brand is testimony to consumer love, dedicated consumer centric product design process and commitment to deliver highest quality.
