Gaurav Khatri The Entrepreneur behind Noise’s Sonic Success

In a world driven by smartphones and tech-savvy consumers, Gaurav Khatri seized an opportunity that would reshape India’s mobile accessory market. After completing his commercial pilot training in the Philippines, Gaurav decided to embark on an entrepreneurial journey instead. This decision led to the birth of Noise, a brand synonymous with high-quality, affordable smartphone accessories, smart wearables, and Bluetooth earphones.

The year was 2014 when Gaurav recognized the burgeoning consumer electronics market in India, specifically the demand for smartphone accessories like cases and covers. Sensing an opportunity, he partnered with his cousin, Amit Khatri, who had a background in fashion management and experience as a supply chain partner for international fashion brands. Together, they invested their savings of Rs 7.18 crore ($1 million) to launch Noise.

Navigating the Competitive Landscape:

Initially, Noise found success in the mobile accessories market, emerging as one of the best sellers in the category. However, the segment became increasingly competitive, with numerous small and unorganized players flooding the market. Price wars ensued, affecting profit margins.

Rather than passively witnessing dwindling numbers, Gaurav and Amit proactively strategized to diversify their product offerings. In 2018, Noise ventured into the realms of smart wearables and Bluetooth earphones. Their approach was to provide high-quality, feature-rich products at a value-for-money price.

The Noise Model for Success:

To execute this strategy, Noise collaborated with Chinese manufacturers, leveraging their expertise to produce affordable yet top-tier products. The company worked closely with Chinese factories known for their efficient raw material procurement, stringent quality checks, and massive production capacities. This collaboration allowed Noise to reduce production costs while maintaining product quality.

Noise‘s in-house R&D and design teams worked hand-in-hand with their Chinese partners to fine-tune product specifications. The result? A range of smart wearables and Bluetooth earphones designed to meet customer demands for quality and affordability.

Staying Ahead of the Competition:

In a market teeming with well-established competitors like JBL, Jabra, Sennheiser, Sony, Realme, and Amazefit, Noise distinguishes itself by consistently delivering customer-centric products. Gaurav highlights the brand’s commitment to incorporating customer feedback into new product developments, launching almost monthly, and upgrading existing offerings.

Moreover, Noise maintains an aggressive pricing strategy, offering products priced between Rs 2,000 and Rs 7,000. By working with large Chinese ODMs, focusing on innovation, and margin optimization, Noise has seen substantial growth in sales volumes and profitability.

Making Noise in the Market:

Today, Noise boasts a one-million-strong customer base, with four products sold every minute. The brand has become a dominant player in the truly wireless Bluetooth earphones and smart wearables segments. With a monthly GMV of Rs 25 crore, Noise is firmly established as a key player in India’s tech accessory market.

Noise targets tech-savvy millennials aged 18 to 35 in metro cities, recognizing them as early technology adopters. Expanding its presence to Tier II and Tier III markets through offline channels, Noise has witnessed promising growth. They plan to collaborate with large-format retail stores and intensify marketing campaigns, aiming to achieve annual net sales of Rs 500 crore by 2022.

In a fiercely competitive market, Gaurav Khatri‘s Noise has risen above the noise, offering consumers affordable yet high-quality tech accessories. With an unwavering commitment to customer satisfaction, innovation, and strategic partnerships, Noise continues to redefine the Indian tech accessory landscape.