When people think about smartwatches in India, brands like Apple, Samsung and Noise often come to mind. But the journey behind Noise is particularly interesting because it did not begin with advanced technology, expensive research laboratories or a massive investment from venture capitalists.
It started with a simple problem: finding a good-quality smartphone cover.
In 2014, two cousins, Amit Khatri and Gaurav Khatri, identified an opportunity in India’s growing smartphone market. They started selling mobile covers and accessories online, eventually transforming their business into a consumer electronics brand with annual operating revenue exceeding ₹1,000 crore.
Today, Noise is recognised as one of India’s leading smartwatch and wearable technology brands. Its journey from a small accessories business to attracting investment from global audio giant Bose offers several valuable lessons for entrepreneurs.
Let’s explore how the founders built Noise, the challenges they faced, their business strategy and the decisions that helped the company grow.
Who Founded Noise?
Noise was founded in 2014 by cousins Amit Khatri and Gaurav Khatri.
Both entrepreneurs came from different professional backgrounds, but they shared an interest in technology, consumer products and entrepreneurship.
Gaurav Khatri – Co-founder and CEO
Gaurav Khatri completed his Bachelor of Business Administration from Amity University. Before entering the business world, he also completed commercial pilot training in the Philippines.
His interest in technology and understanding consumer behaviour played an important role in identifying opportunities in India’s growing smartphone accessories market.
Amit Khatri – Co-founder
Amit Khatri studied fashion management at the National Institute of Fashion Technology (NIFT), Delhi.
Before starting Noise, he had experience in international sourcing and supply-chain management. He also established Transcend Sourcing, working with international fashion brands such as H&M, Calvin Klein, Gap and Marks & Spencer.
His experience in product sourcing, merchandising and supply chains became valuable when building a consumer electronics business.
Together, the cousins combined their different strengths to establish Noise.
How Did Noise Start? The Smartphone Cover Business
The story of Noise began with a simple observation.
Gaurav Khatri was looking for a good-quality smartphone cover but struggled to find suitable options in the Indian market.
Amit, who had experience in international sourcing, helped him explore the possibility of bringing better products to Indian consumers.
They realised that this was not just their problem. As smartphone adoption increased across India, millions of consumers needed affordable and stylish mobile accessories.
Instead of treating this as a small inconvenience, they identified a business opportunity.
In 2014, they launched Noise with an initial investment of approximately ₹7.18 crore, according to published business reports.
The company initially focused on:
- Smartphone covers and cases.
- Mobile accessories.
- Stylish protective products.
- Affordable accessories for popular smartphone models.
They started selling through online marketplaces such as Flipkart and Amazon, allowing them to reach customers across India without building a large physical retail network.
The early business performed well.
In an interview, Amit Khatri revealed that Noise generated approximately ₹12 crore in revenue during its first year. Revenue reportedly doubled to ₹24 crore in the following year.
However, the founders soon realised that selling smartphone covers alone would not create a sustainable long-term business.
The Turning Point: Entering the Wearable Technology Market
The founders recognised that smartphones were becoming central to everyday life.
Consumers were increasingly looking for products that could connect with their phones and improve their daily experiences.
This created opportunities in categories such as:
- Wireless earphones.
- Bluetooth audio devices.
- Smartwatches.
- Fitness trackers.
- Connected lifestyle accessories.
Noise gradually expanded into these categories, including its Noise Shots range of true wireless earbuds.
However, smartwatches eventually became one of the company’s most important growth drivers.
At a time when premium smartwatches were expensive for many Indian consumers, Noise focused on offering affordable alternatives with features that appealed to the mass market.
Its products combined modern designs, large displays, Bluetooth calling, fitness tracking and other connected features at accessible price points.
This positioning helped Noise attract a large customer base, particularly among younger Indian consumers.
Rather than competing exclusively in the premium segment, Noise focused on understanding what everyday consumers wanted and making those features more affordable.
How Noise Competed With Apple and Samsung in India
One of the biggest milestones in Noise’s journey was becoming a leading smartwatch brand in India by shipment volume.
Companies such as Apple and Samsung already had strong global reputations in consumer electronics. However, Noise identified an opportunity in a different part of the market.
It focused on affordable smartwatches designed for Indian consumers.
Its strategy included:
Affordable pricing: Noise offered products at price points accessible to a much larger section of the population.
Product variety: It introduced multiple smartwatch designs and models to appeal to different customer preferences.
Online distribution: E-commerce platforms helped the company reach consumers across different cities and regions.
Digital marketing: Social media, influencer collaborations and celebrity campaigns helped build brand awareness.
Understanding local consumers: Instead of simply copying premium international products, Noise focused on features and pricing that matched the expectations of Indian buyers.
According to Counterpoint Research, Noise held approximately 27% of India’s smartwatch shipment market in 2024, making it the leading brand for that year.
This achievement is particularly notable because it demonstrates how an Indian brand could compete with internationally recognised companies through pricing, distribution and a strong understanding of its target audience.
However, this market-share figure refers to India’s smartwatch shipment market, not the global smartwatch market or the premium segment alone.
The Bose Investment: A Major Milestone for Noise
For most of its early journey, Noise operated as a largely bootstrapped business.
Instead of depending on multiple rounds of venture capital funding, the founders focused on building the business through revenue and expanding its product portfolio.
That changed in December 2023.
Bose Corporation, the globally recognised American audio technology company, made its first strategic investment in Noise.
The investment was reportedly worth approximately $10 million.
This was significant because Bose was not just another financial investor. It was a company with deep expertise in audio engineering and consumer electronics.
In April 2025, Bose invested another $20 million in Noise.
This brought its reported total investment to approximately $30 million.
The partnership also opened opportunities for collaboration in audio technology.
In February 2025, Noise introduced its Master Buds wireless earbuds featuring sound tuning by Bose.
The investment represented an important step in Noise’s evolution from an affordable accessories brand towards a broader consumer technology company.
It also demonstrated the potential of Indian consumer electronics businesses to attract strategic investment from established international brands.
Noise Revenue: How Big Has the Company Become?
Noise’s financial performance reflects its growth into a major Indian consumer electronics business.
According to company financial data reported by business publications, its operating revenue reached approximately ₹1,430 crore in FY24.
For FY25, Inc42 reported operating revenue of approximately ₹1,065.5 crore, representing a decline of around 23.6% compared with the previous financial year.
This shows that while Noise has established a substantial business, it also faces challenges associated with competition, market demand and changing consumer preferences.
The Indian smartwatch market experienced a significant slowdown in 2024, affecting several major wearable brands.
Nevertheless, Noise remained one of the leading players in the Indian smartwatch category.
Its journey demonstrates that building a large consumer brand is only one part of entrepreneurship. Maintaining growth, profitability and customer loyalty is equally important.
About Marketing Mirrors
Marketing Mirrors is a fast-growing digital storytelling platform that showcases real-life success stories of Indian entrepreneurs, creators, and innovators. Through their content, they highlight brands and individuals who’ve turned ideas into impact — inspiring thousands to chase their dreams.
