Music is more than just sound. It is an emotion, a passion, a lifestyle. And no one understands this better than boAt, the Indian company that has revolutionized the audio segment with its stylish and affordable products. boAt was founded in 2016 by Aman Gupta and Sameer Mehta, two friends who shared a love for music and technology. They wanted to create a brand that would cater to the needs and aspirations of young and trendy consumers who were looking for quality audio products at reasonable prices. They started with selling unbreakable charging cables for iPhones, and soon ventured into earphones, headphones, speakers, and other accessories.
| Founders | Sameer Mehta, Aman Gupta |
| Founded | 2016 |
| Headquarters | New Delhi, India |
| Website | boat-lifestyle.com |
Today, boAt is the fifth largest wearable brand in the world and the market leader in India with a 48% share. The business is carried under a legal name, Imagine Marketing Services Private Limited. It has also raised $177 million from investors like Qualcomm Ventures and Warburg Pincus.
How did boAt manage to create such a loyal fan base in such a competitive market? What are the strategies that helped boAt stand out from the crowd? In this blog post, we will delve into the success story of boAt and learn how it became a household name in the audio industry.
boAt founders and early days:
The founders of boAt are Aman Gupta and Sameer Mehta, two friends who shared a passion for music and technology. Aman Gupta is a chartered accountant by profession, who worked with Citibank as an assistant manager. He was also the sales head of JBL, a leading audio brand, where he gained insights into the audio industry. Sameer Mehta is an engineer and an MBA graduate, who worked with Harman International, a global leader in audio and infotainment solutions. He was also the founder of Imagine Marketing Services, a company that dealt with consumer electronics and accessories.
The duo decided to start their own venture in 2014, with an initial investment of Rs 30 lakhs from their savings. They wanted to create a lifestyle brand that would offer fashionable and affordable audio products and accessories to the millennials. They named their brand boAt, which stands for “Breakthrough of Audio Technology”. They also came up with a catchy tagline: “Plug into Nirvana”, which reflects their vision of providing an immersive and blissful audio experience to their customers.
Reason behind loyal fanbase of boAt
The reason why boAt has been able to cultivate a loyal fanbase is its product innovation and quality. boAt offers a wide range of products that cater to different segments, such as fitness enthusiasts, gamers, music lovers, and professionals. boAt’s products are stylish, durable, affordable, and feature-rich. boAt invests heavily in research and development to launch new products regularly that meet the changing needs and preferences of its customers.
Another reason why boAt has been able to build a loyal fanbase is its digital marketing strategy. boAt has a strong presence on various online channels, such as its website, mobile app, social media platforms, email newsletters, and SMS marketing.
The most important reason is its, influencer marketing strategy. boAt has collaborated with various celebrities, cricketers, musicians, content creators, and stylists to endorse its products and reach out to its target audience. These influencers not only promote boAt’s products on their social media platforms but also share their personal experiences and stories with them.
Strategies that helped boAt stand out from the crowd
boAt has adopted various strategies that helped it stand out from the crowd in the audio segment of the Indian market. Some of these strategies are:
– Presenting itself as a lifestyle brand that appeals to the millennials and Gen Z, who are looking for trendy, stylish, and affordable audio products and accessories.
– Leveraging influencer marketing by collaborating with celebrities, cricketers, musicians, content creators, and stylists who endorse its products and reach out to its target audience.
– Investing in digital marketing by having a strong presence on various online channels, such as its website, mobile app, social media platforms, email newsletters, and SMS marketing.
– Expanding its product portfolio to include various categories, such as earphones, headphones, speakers, soundbars, smartwatches, trimmers, and other gadgets that cater to different segments and needs of its customers.
– Focusing on product innovation and quality by outsourcing its products to reliable vendors in China and India and launching new products regularly that feature high performance and durability.
boAt is a remarkable example of how a homegrown brand can become a global sensation by understanding its customers, offering them value, and creating a loyal fanbase. boAt has shown that with passion, perseverance, innovation, and marketing, anything is possible. We hope you enjoyed reading this blog post and learned something new about boAt and its success story.
