It’s uncommon to find an Indian company among the top global wearable brands. boAt has made it to the top five global wearables list, according to an IDC report. Despite focusing primarily on the Indian market, the company has profited handsomely since the COVID-19 pandemic. The success story of boAt has been truly inspirational. boAt was founded in 2015 with the sole purpose of being a lifestyle brand.
The Exclusive Catalogue of boAt
There are currently several brands that manufacture music devices. The main issue was that the devices were too expensive. It is where the boAt stepped in and changed the industry forever. It provides a wide range of services, including headphones, earphones, speakers, travel chargers, and premium cables. The company also creates audio-focused electronic devices such as wireless speakers, earbuds (Airdopes), wired headphones, home audio equipment, and a few different types of mobile phone accessories. With its trendy and cost-effective products, this India-based startup has been able to attract customers.
The transformation of a small Indian startup into a massive corporation is extremely fascinating. Let us now learn everything there is to know about the boAt company and the minds behind the startup.
The Inspiration Behind the Startup
The founders, Sameer Mehta and Aman Gupta wanted to create a lifestyle brand that dealt with trendy audio-focused electronics. The boAt corporation began as a cable manufacturer and seller and has since expanded its empire. The sole goal of the boAt company was to provide millennials with affordable, durable, and, more importantly, ‘fashionable’ audio products and accessories. In the year 2016, they came together and laid the groundwork for the company.
The Tagline, the Slogan, and the Logo
boAt’s tagline is “Plug into Nirvana.” Nirvana is the attainment of complete peace and freedom. It was chosen as the tagline by the founders because perfect music allows users to connect with their souls. It also aids in the formation of a barrier between themselves and the living world.
Growth of the Company
The boat company’s expansion is primarily driven by distribution partnerships. Initially, the company sold its devices and products on Amazon, Flipkart, Myntra, and Jabong. However, the company has recently begun retailing at several Croma locations as well as on the official website. The excellent performance of the products has aided boAt in achieving the desired level of growth.
The company is steadily expanding and reaching out to millions of ‘boAtheads.’ The company refers to all of its customers and brand ambassadors as boAtheads. Even though the boAt company was founded only five years ago, it now has over 800,000 satisfied customers.
Why is boAt Successful?
Achieving success does not happen overnight. Consistent dedication and perseverance paved the way to victory. boAt company has changed its approach since the beginning and has continued to improve to this day. Several factors, as listed below, put boAt on the path to success:
Consumer Satisfactions at its Best
The company’s goal is to meet the needs of users and develop products based on their specifications. The company’s first product was an indestructible Apple charging cable and charger. The product was created after the founders recognized the importance of the situation. People have become increasingly interested in sports and fall-proof headphones over the last three years. boAt responded to the need by releasing fall-proof headphones. Along with this, it introduced new colors for its products.
Variations in the boAt Catalog
The founders’ second product was an audio line that included earphones. Because Indians adore bass, the company dubbed their first earphones BassHeads. The organized earphones market was growing at a rate of 20-30% per year. BoAt introduced speakers in 2018, followed by soundbars and home-audio systems in 2019.
A Lifestyle Brand
The company considers boAt to be a lifestyle brand rather than a consumer electronics brand. This strategy was showcased at the 2019 Lakmé Fashion Week in Mumbai. During the event, the models wore only boAt products as they walked down the runway for one of the designers.
Marketing Strategies
Instead of selling products in retail stores, the company has focused on online marketing. It purposefully avoided traditional media such as television and print. The founders cited millennials as the reason for selling the products online. The majority of the company’s campaigns are run on Facebook and other social media platforms. It also employs celebrities’ word-of-mouth as a marketing strategy.
What Drives the Future of boAt?
boAt believes that the rising trend of audio sets bundled with smartphones could be its next growth channel. It has come to our attention that almost all of the major phone manufacturers have alliances with audio companies. Apple, for example, has Beats, Samsung has Harman and JBL, Huawei has Sennheiser, and so on. As a result, the company expects to attract more new customers with appealing bundled offers, saving people from having to purchase headphones or earphones separately.
Aman Gupta BoAt CEO
Aman Gupta, a well-known Indian businessman, is the Co-Founder and Chief Marketing Officer of BoAt. Before establishing BoAt, he worked for CitiFinancial, KPMG, and Harman International (JBL). He can currently be seen on Shark Tank India as one of the Sharks, or investors, at Sony LIV business reality.
