Noise Cofounder Gaurav Khatri Aims to Build a Global Wearable Tech Brand from India
Noise, one of India’s leading homegrown audio and wearable tech brands, is now setting its sights on the global stage. According to Gaurav Khatri, cofounder of Noise, the company’s vision is no longer just about revenue growth—it’s about building a globally recognized brand rooted in Indian innovation and design.
Speaking at a fireside chat during Inc42’s ‘The D2C & Retail Summit’, Khatri shared insights into Noise’s global ambitions and long-term strategy. In conversation with Shadowfax cofounder and CEO Abhishek Bansal, Khatri emphasized that the next phase of Noise’s growth involves expanding into international markets while staying true to its Indian origin.
“The aspiration is to build a brand that people recognise as coming from India and going global. That’s what we’re working towards – building for global markets,” said Khatri.
From India to the World: Noise’s Global Vision
Founded in 2014, Noise has grown to become one of India’s top-selling brands in the smart wearables and audio accessories category. Known for affordable yet feature-rich smartwatches, earbuds, and lifestyle tech products, the brand has capitalized on the country’s booming direct-to-consumer (D2C) ecosystem. However, the company’s next big leap involves expanding its reach beyond Indian borders.
Khatri revealed that Noise is actively working to scale its distribution network globally and penetrate new markets with the same intensity as it did in India. “If we’re able to penetrate even three more countries to the same degree as India, I think we’ll be on the right path,” he added.
Global Expansion Begins in the Middle East
Earlier this year, Noise made a significant move towards international expansion by partnering with Dubai-based Lime Concepts, a well-known distribution company in the Middle East. This strategic collaboration marks the first phase of Noise’s global expansion, focusing on the Gulf Cooperation Council (GCC) region, which includes countries like the UAE, Saudi Arabia, Qatar, and others.
This partnership is expected to help Noise establish a strong foothold in the GCC market, which has shown rising demand for affordable, high-quality wearables and audio devices. The Middle East’s young, tech-savvy population presents a promising opportunity for Indian consumer tech brands looking to go global.
Moving Beyond Revenue to Brand Legacy
Khatri’s comments reflect a broader shift in the ambitions of Indian D2C startups—from short-term profit-making to long-term brand building. He emphasized that Noise is focused on creating a brand identity that resonates globally while showcasing India’s capability to produce world-class consumer electronics.
Conclusion
Gaurav Khatri’s vision for Noise is clear: to become a global wearable tech brand built in India, for the world. With strategic partnerships and a strong product portfolio, Noise is now well-positioned to enter new international markets and scale globally. As India’s D2C and consumer electronics sectors continue to mature, Noise’s global aspirations could serve as a model for other startups aiming to take Indian innovation global.
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