Bose has become a strategic investor in Noise by acquiring a minority stake as part of a series-A funding round, marking the company’s first-ever fundraise, according to co-founder Amit Khatri. While the specific investment details remain undisclosed due to a non-disclosure agreement, Khatri mentioned to ET that Bose’s investment will facilitate collaboration in innovation, helping Noise enhance the audio experience for Indian consumers. The two companies plan to work together to strengthen research and design efforts and leverage Bose’s distribution network for expansion into new markets.
Khatri highlighted to ET about the significance of the investment, stating that Noise would utilize Bose’s intellectual properties to develop innovative audio products. The wearables brand is set to introduce audio products resulting from this collaboration in the near future. Although Khatri didn’t reveal the branding strategy for these products, he emphasized the potential for enhanced value for consumers.
Nicholas Smith, Senior Vice President of Strategy and Business Development at Bose, expressed confidence in Noise’s leadership in the wearables category, emphasizing their understanding of customer needs. He stated that this collaboration would enable both companies to bring new and differentiated products to a growing market.
The investment follows Noise’s financial report, indicating a significant decline in net profit for FY23. Despite securing the second position in the wearables market during Q3 2023 with a 10.8% share, Noise faced challenges in smartwatches and truly-wireless earbuds segments. The company aims to leverage the collaboration with Bose to strengthen its market position and enhance its product portfolio.
