In an era where the world’s tech titans dominate, the compelling tale of two siblings, Amit and Gaurav Khatri, who established a bootstrapped company, Noise, shines through. Noise, now standing toe-to-toe with heavyweights such as Samsung Electronics and Apple, started from humble beginnings and has evolved into one of the foremost players in the Indian smartwatch industry.
This remarkable ascent wasn’t borne from a background steeped in tech entrepreneurship but rather, from the unique skills and vision of the brothers—one, a trained commercial pilot and the other, a graduate of the National Institute of Fashion Technology (NIFT). Starting in a basement, they seized upon the escalating smartphone usage, predicting a parallel surge in demand for smartphone accessories.
With key market players pricing their products on the higher end, the Khatri brothers perceived an opportunity for growth. While other brands marketed premium items at a premium price, Noise distinguished itself by offering top-tier products at more accessible rates. This approach swiftly resonated with the average consumer, catapulting Noise to prominence within the smartwatch sector in less than four years.
By 2023, Noise had earned a place amongst the top 4 smartwatch brands—a testament to the brothers’ relentless pursuit of understanding their consumers’ needs and their commitment to constant product refinement. The brand’s success is also attributed to its diverse, affordable, and innovative product range, along with a strategic focus on performance marketing.
Noise’s efforts were further bolstered by partnerships with prominent celebrities such as Taapsee Pannu, Rishabh Pant, and Virat Kohli, which created a buzz among potential consumers. Today, the success of Noise serves as a beacon of inspiration for aspiring D2C entrepreneurs, proving that determination, innovation, and customer focus can indeed challenge established industry giants.
