Noise was founded in 2014 by brothers Amit and Gaurav Khatri in Gurugram. It started as a brand selling smartphone accessories. Fast forward to today — it’s one of India’s top wearable and audio-tech brands. But for co-founder Gaurav Khatri, the mission has grown bigger. Now, the focus is not just on winning in India but on building a global brand, starting with expansion into new countries with the same energy that worked in India.
Bose’s Big Bet on Noise
In April 2025, global audio giant Bose invested $20 million in Noise. This was their second round — the first being $10 million in 2023. With this latest funding, Noise’s valuation rose to around $470 million. The funds will go into marketing, product development, daily operations, and working capital.
“Sound by Bose” Hits Indian Shelves
This partnership goes beyond funding. Noise recently launched products that carry “Sound by Bose” — a major move in audio quality and brand positioning. The two companies are now working closely on both engineering and marketing to offer Indian consumers a premium experience at affordable prices.
Revenue Holds Steady, Losses Slight
In FY24, Noise clocked a revenue of ₹1,431 crore — nearly the same as FY23. The company stayed EBITDA positive but reported a net loss of ₹20 crore, compared to a small profit the year before.
By comparison, its top competitor boAt earned ₹3,122 crore in FY24 — more than double of Noise — and reduced its losses by 45% to ₹53.5 crore. Other fast-growing players include Boult and Fire-Boltt.
While boAt is preparing for a $1–1.5 billion IPO, Noise is betting on innovation and international growth.
Going Global: What’s Next for Noise?
Noise has already entered the GCC region (Gulf countries) through a tie-up with Dubai-based distributor Lime Concepts. Now, they are eyeing Europe and the UK. The brand plans to set up premium offline stores in international markets to showcase its “Sound by Bose” range.
At Inc42’s D2C & Retail Summit, Gaurav Khatri shared his vision: “If we can enter even three more countries the way we entered India, we know we’re on the right path.”
