Homegrown Brand Noise To Produce 90 Per Cent Of Smartwatches Locally Starting This Month

Homegrown wearables brand Noise has announced it will shift its focus on producing a majority of its smartwatches locally.

Homegrown wearables brand Noise has announced it will shift its focus on producing a majority of its smartwatches locally starting January 2023 (this month). According to Noise, it will produce up to 90 per cent of its smartwatches within the country.

The company has already shipped more than 3 million Made-in-India smartwatches so far, Noise mentioned.

“Being India’s leading bootstrapped brand, we take pride in understanding the core needs of our customers and fulfilling them through innovative products, largely crafted in India,” Amit Khatri, Co-Founder, Noise, said in a statement.

To recall, India outpaced North America to become the biggest smartwatch market in the world in the third quarter (Q3) of 2022, data by Counterpoint Research says. According to Counterpoint Research’s Global Smartwatch Model Tracker report released last month, India’s market grew 171 per cent YoY to become the biggest smartwatch market in the world. Other markets also grew, except China and Europe.

Among the top three brands was homegrown company Noise at the top spot in the India smartwatch market, courtesy of the festive season and affordable models. Homegrown brand Noise grew 218 per cent YoY in the third quarter to regain the top spot in the Indian market, followed by another domestic brand Fire-Boltt. In the third spot was noted local brand Boat, with 16.8 per cent share.

It should be noted that the competition by homegrown brands in the smartwatch segment was intensified by Hyderabad-headquartered Mivi, which forayed into the affordable smartwatch segment in India in December, with the launch of the Mivi Watch Model E.

Noise was at the third spot in the global smartwatch market, just behind tech giants, Samsung and Apple, the Counterpoint Research report noted.