Noise, a lifestyle brand, today announced a strategic investment from Bose, a global pioneer in consumer electronics and audio.

The company said that the collaboration marks its first-ever funding – and as a part of the Series A round.  

Speaking about the partnership, Amit Khatri, co-founder of Noise, said, “It’s about the right partnership at the right time, and we firmly believe that our strategic alliance with Bose will be a pivotal juncture in our journey towards revolutionizing the future of smart wearables realm. Bose’s belief in us validates our relentless pursuit of innovation, aimed at delivering transformative technology for today’s consumer. We are excited to partner with a company like Bose whose technical expertise and global experience will help us augment our capabilities and elevate our offerings.   

According to reports, the company has secured a one-fourth share of the market, exhibiting outstanding growth in the second quarter of this year.  

“As we looked at the opportunity to reach more people with the benefits of our technology in India, investing in Noise became an obvious choice,” said Nicholas Smith, senior vice president, strategy and business development at Bose.  “Their leadership in the wearables category and understanding of their customers will allow us to collaborate and bring new, differentiated products to a growing market.”   

The IDC report indicates that Noise's market share in India reached approximately 27.6 percent, showcasing a remarkable year-on-year growth of 90 percent. This robust performance has contributed to the overall growth of the smart wearable segment. In the first half of this year, Noise achieved a year-on-year growth of 53.3 percent, with a total of 57.8 million units shipped during this period, as per the reports.