Success Of Noise: Reaching Every Home In India

In this tech-driven world, our dependency on lifestyle gadgets has increased more than ever before. This has enabled the emergence of many direct-to-consumer brands in the e-commerce industry and Noise is one of them. What started as a simple business idea of bringing good quality products like smartphone covers and other accessories to the younger generation, eventually led to become a leading D2C brand in the smartwatch segment. Not many people know that Noise was one of the first homegrown brands in India to bring smartwatches to the masses.

Started by two brothers Gaurav Khatri and Amit Khatri, Noise has become a notable brand in industry of smartwatches and wireless earbuds.

In this blog, we will tell you everything about the success of Noise founders Gaurav Khatri and Amit Khatri.

How did it begin?

Amit Khatri and his younger cousin Gaurav founded Noise in December 2014. But before launching this brand the two brothers had no idea what turn their life was going to take. Both Amit and Gaurav belonged to two different fields and had no intentions to start a business venture in the past. However, destiny had other plans for them.

Amit Khatri is a graduate from National Institute of Fashion Technology and initially worked at an export house that made apparels for global fashion brands like Zara and H&M. His next move was to set-up his own designing product house in Hong Kong. On the other side, Gaurav was a commercial pilot and was doing pretty well in the aviation business until Kingfisher Airlines shut down its operations and he lost his appetite to fly.

It was in 2014, when Gaurav saw a golden opportunity to invest in the smartphone cases and covers segment. He shared this idea with his brother Amit. Considering it a good bet, Amit backed Gaurav’s plan and together they launched Noise.

Success of Noise

Riding on the wave of skyrocketing smartphone sales on various e-commerce platforms, Noise became one of the best sellers in the mobile accessories segment within the first few years of its launch. But Noise was not alone in the category, the mobile accessories segment saw the influx of multiple small players which were effectively flooding the market and forcing other top brands to participate in the competitive pricing.

However, Noise founders did not want to wait around for their numbers to rise in the accessory market and therefore, they started researching on smart wearables. Soon, the brothers pivoted into another direction and started selling smartwatches and wireless earbuds in 2018. Since then, there has been no looking back for the company. Today, Noise has become one of the biggest brands in the Indian smartwatch segment. In the last 30 months, the company has  witnessed a 17X growth and has expanded its presence to over 8000 offline outlets.