Noise

Noise

Added on May 22, 2026

Gaurav Khatri had a commercial pilot's licence he couldn't use, India's aviation sector collapsed just as he earned it. So he turned to the other thing he loved: technology. He and his cousin Amit started GoNoise.com in 2014 selling smartphone accessories, noticing that Indians were buying expensive phones but couldn't find decent cases or chargers at sensible prices. It worked well enough. But mobile cover margins were compressing fast, and they knew it.

The pivot came in 2017. Rather than defending a commoditising category, they moved into smartwatches, a segment then dominated by Apple and Fitbit at price points most Indian consumers couldn't justify. Noise entered with feature-rich devices in the affordable range and built a genuine product and design team rather than reselling imported hardware. The bet paid off in scale that is difficult to overstate, ₹373 crore in FY21, ₹2,000 crore by FY23, top nine smartwatch brand globally, third in the Asia-Pacific region. Bose invested in December 2023, taking a 2.17% stake.

The honest note: Noise is a large, mature brand now and sits closer to mass market than premium. The D2C website accounts for roughly 20% of sales with the rest through marketplaces and 8,000+ offline outlets. The scrappy origin story is real, but the brand today is mainstream electronics, not boutique D2C.

Best for: Anyone looking for a well-built smartwatch or wireless earbuds at an honest Indian price, from a brand that actually earns its market share.

— D2C Bazaar

About this brand— in their own words

Noise was founded with the mission to democratise connected lifestyle for Indians. With consumer centricity at its core, Noise has constantly come up with industry-leading and path-breaking innovations in audio and connected tech. Shop smartwatches, earbuds, headphones, smart tag, kids' wearables, power banks & more, each designed to make intelligent tech accessible to all.