Noise Eyes Overseas Markets To Become A Global Brand

SUMMARY

D2C audio and wearable brand Noise is banking on expansion to global markets to drive its top line moving forward

It reported INR 1,431 Cr in operating revenue for FY24. The FY25 financials are yet to be disclosed officially

Noise cofounder Gaurav Khatri said that the startup’s growth was driven by a mix of early market entry, localised product thinking, and consistent consumer engagement

For Gaurav Khatri, the cofounder of Noise, revenue is no longer the only motivation, as he wants to make the audio and wearable startup a global brand.

“The aspiration is to build a brand that people recognise as coming from India and going global. That’s what we’re working towards – building for global markets. We now have an opportunity to drive interest and scale distribution more rapidly. If we’re able to penetrate even three more countries to the same degree as India, I think we’ll be on the right path,” said Khatri.

He was speaking at a fireside chat with Shadowfax cofounder and CEO Abhishek Bansal at Inc42’s ‘The D2C & Retail Summit’.

Notably, Noise has already taken steps to establish a presence outside India. Earlier this year, it partnered with Dubai-based distribution company Lime Concepts to enter the Gulf Cooperation Council (GCC) region under the first phase of its global expansion plan.

Founded in 2014 by Amit and Gaurav Khatri, Noise initially sold smartphone accessories. Later, it shifted focus to wearable technology, including smartwatches, wireless audio products, and accessories.

Talking about his journey, Khatri said he wanted to be a pilot. “I got my licence when I was just 20. But by the time I was ready to enter the industry, the aviation sector was going through a tough phase. Most airlines in India were struggling, and jobs were scarce,” the cofounder said.

Following this, he decided to cofound Noise, which is now one of the leading audio tech companies in India. It reported an operating revenue of INR 1,431 Cr in FY24, a marginal increase of around 0.4% from INR 1,426 Cr in FY23. However, it slipped into the red, posting a loss of almost INR 20 Cr during the year as against a net profit of INR 88 Lakh in FY23. The startup is yet to file its FY25 numbers.

Earlier this year, Noise raised $20 Mn from its existing investor and global consumer electronics and audio giant Bose.

During the fireside chat, Khatri also highlighted the key factors that led to Noise’s success. According to him, the startup’s growth was driven by a mix of early market entry, localised product thinking, and consistent consumer engagement.

The brand capitalised on the rise of ecommerce, forming early partnerships with platforms like Amazon and Flipkart, while larger competitors struggled with agility. Unlike global brands that offered standardised products, Noise focussed on the needs of Indian mid-market consumers – prioritising affordability, customisation, and relevant use-cases.

Consistency in brand visibility and differentiated product design helped build trust, especially among Gen Z users, Khatri added.

“Trust comes with consistency. If your brand is visible continuously and trying to differentiate from what has been already offered to the consumers,” he said.

Now, Noise is actively co-creating audio products tailored for Indian consumers with Bose to make high-quality tech accessible and elevate its own brand perception. This shift is also prompting a move towards physical retail to offer a more tactile, premium experience.