When the winds shifted in the aviation industry, pilot Gaurav Khatri found himself grounded trying to navigate turbulent skies, especially when it comes to employment.
The aviation industry wasn't doing well and he wasn't able to find a job, recounts Khatri, co-founder of Noise. Faced with uncertainty and a need to prove himself, he ventured into the world of e-commerce.
"I was fortunate to have a Plan B that worked in my favour," he said. This pilot's pivot launched a plan that would ultimately lead to the creation of a leading Indian tech brand. Hailing from Bikaner, a Tier II city, Khatri keenly felt the inaccessibility to good brands and products.
"Good brands weren't easily available or affordable in Bikaner," he notes. The story of Noise began when this very need for quality electronic gadgets was paired with the power of the internet and e-commerce.
Noise's journey began in the "beta phase" of mobile accessories, with Khatri and his cousin Amit, both passionate tech users, stepping into the e-commerce landscape. Their pivot from cases and covers to wearables was a calculated move, not a forced one, leveraging early learnings to understand what Indian consumers truly wanted.
Make In India, Global Expansion
Noise stands as a testament to the 'Make in India' spirit, Khatri said, adding that "90% of Noise products are assembled in India". He highlighted their commitment to local manufacturing as the company's ambition goes beyond assembly.
"The goal is to uplift the entire production ecosystem of wearables in India and become a true 'Made in India' brand," he said.
This focus has allowed Noise to carve out a niche, proving that Indian brands can not only compete but also dominate in segments where global giants once held sway.
"No Chinese brand has disrupted the Indian market," Khatri noted confidently, spotlighting the strength of their India-first approach. With a substantial user base of 10 million active app users, Noise leverages this "gold mine" of insights to innovate rapidly, according to the co-founder.
Understanding products that resonate with the changing needs of Indian consumers and the local market has propelled the company to become the number three smartwatch brand by focusing solely on India.
Khatri believes there's a significant opportunity for Indian brands to become global players. "Next step is taking Noise beyond India," he shares, signaling a future where the 'Make in India' story of Noise goes global.
Watch The Full Interview:
Essential Business Intelligence, Continuous LIVE TV, Sharp Market Insights, Practical Personal Finance Advice and Latest Stories — On NDTV Profit.
