Noise is one of India’s biggest success stories in the wearable tech space. What started as a small accessory business is now competing globally with brands like Apple and Samsung in smartwatches.
| Category | Details |
| Origin Country | India |
| CEO | Gaurav Khatri |
| Founders | Gaurav Khatri, Amit Khatri |
| Founded | 2014 (Brand) |
| Owner | Founders & Bose Corporation |
Origin Country and Headquarters
Noise belongs to:
- India 🇮🇳
Headquarters:
- Gurugram, Haryana
Legal entity:
- Nexxbase Marketing Private Limited
CEO (2026)
Noise is led by:
- Gaurav Khatri
Background:
- Former commercial pilot → turned entrepreneur
Focus in 2026:
- Global expansion
- Wearable ecosystem (beyond just devices)
- Data-driven product strategy
Founders
Noise was founded by:
- Gaurav Khatri
- Amit Khatri
Their journey:
- Started with phone covers & accessories
- Pivoted to smartwatches and audio
Amit Khatri’s role:
- Managing Director
- Focus on product development
Ownership
Noise is:
- Privately held
Ownership structure:
- Founders → ~85.85%
- Strategic investor → Bose Corporation (~6.34%)
This was:
- Bose’s first investment in an Indian brand
Growth Story
Noise is a classic:
- D2C (Direct-to-Consumer) brand
Meaning:
- Sold directly to customers via online platforms
- Less dependence on traditional retail
Result:
- Faster growth
- Better pricing control
Major Achievements
1. Global Ranking
By 2026:
- Among top 3 smartwatch brands globally
Competes with:
- Apple
- Samsung
2. Made in India Push
- ~95% production localized
- Over 1 crore units manufactured in India (2023 alone)
3. Aura AI Integration
New feature:
- “Aura AI”
Provides:
- Health insights
- Personalized fitness tracking
- Predictive wellness
Strategic Partnerships
Manufacturing & R&D support:
- Il Jin Electronics
(Part of Amber Group ecosystem)
Purpose:
- Scale premium smartwatch production
- Improve quality and innovation
Why Noise Became Successful
Key reasons:
- Deep understanding of Indian consumers
- Affordable pricing
- Fast product launches
- Strong online-first strategy
It didn’t try to copy global brands—it adapted to local needs.
Conclusion
Noise shows how a small Indian startup can go global with the right strategy. It started simple, scaled fast, and now sits among the top wearable brands in the world.
In 2026, the company is moving beyond just gadgets—trying to become a full lifestyle tech ecosystem built around health, data, and everyday use.
