With the advent of smartphones, people all over the world prefer to consume information on their devices. Music, news, movies, series, sports—anything and everything is being customised for the smartphone user. This makes the use of audio devices like earphones, headphones and portable speakers an essential lifestyle choice to go with the smartphone.
An Indian audio electronics startup, boAt, forced international players like JBL, Apple and Sennheiser to rethink their prices and products by offering highly competitive, durable and high quality products at prices which are a steal. The brand achieved this over the years by building themselves a reputation as sticklers for quality.
Beginnings
boAt was founded by Aman Gupta and Sameer Mehta in the year 2016. While working as a Director of Sales at Harman International, a company which makes speakers, Aman Gupta met Sameer Mehta, with whom he shared a passion for music. Aman Gupta realised the Indian millennial is increasingly oriented towards affordable high quality products which can also be used as lifestyle accessories or make a fashion statement.
Establishing itself as a serious market player
Prior to the introduction of boAt products, the market was flooded with highly priced products by JBL, Sennheiser and their likes and extremely low priced but average quality products by Mivi, iBall and Intex, apart from Chinese products. The startup focused itself on branding itself to the millenial youth of India. They made products which were trendy, durable, had a metal finish and came at a cost which was at least half of what the international players were offering.
Growth
Initially, sales by boAt were limited to e commerce platforms like Flipkart and Amazon and the sales were slow. However, this changed over time with glowing positive reviews from users, which prompted others to buy these products as well. The earphones and Bluetooth speakers, especially, are a huge hit amongst their customers. The term ‘boAthead’ was given to a person who makes a product purchase, adding them to a fraternity of boAt users.
The popularity of cricket and films was used as an advantage when boAt partnered with sports and film stars to endorse their products as brand ambassadors. Jacqueline Fernandez, Kiara Advani, Kartik Aaryan and Neha Kakkar are Bollywood stars who endorse boAt products. From the cricketing fraternity, there is Shikhar Dhawan, Jasprit Bumrah, Rishab Pant, K.L. Rahul and Hardik Pandya. These partnerships helped boAt in establishing themselves as a key market player in India.
The startup is also partnering with fashion events like those held by Lakmé, where the models only have boAt products as their accessories when they walk down the ramp. This is to establish boAt products can be a part of everyday fashion.
Bluetooth speakers which are waterproof and shockproof and earphones which are sweat resistant are some of the unique innovations which are a part of the brand. The popularity of boAt is surging, thanks to their marketing and product quality. The startup will try to shift its manufacturing to India to cut down on import duties, which would make their products even cheaper.
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