Spotlight on Innovation | TelecomDrive.com
Boult has completed six glorious years in India and as a brand, it is able create its own space in India. Its secret sauce lies in the continuous innovation it is bringing for the consumers in the wireless, wearables and IoT categories.
Varun Gupta, Co-founder of Boult speaks with Zia Askari from TelecomDrive.com about the company’s journey so far and its future plans.
Boult has recently completed 6 years. How has been the journey for you as a brand?
In 2017, Boult started with limited capital on Myntra, an e-commerce platform. Since then, the brand has expanded to major platforms like Amazon and Flipkart, reaching a wider audience and meeting the growing demand for high-quality products.
Boult is dedicated to delivering exceptional quality and immersive, high-fidelity audio experiences. By developing advanced audio technologies and leveraging innovative designs, the brand exceeds customer expectations.
User comfort is a top priority for Boult. Products are ergonomically designed with comfortable fit options, ensuring extended listening without discomfort.
The brand’s goal is to provide ingenious solutions, superior value, and a hassle-free customer experience. Boult delivers innovative products with unique features, enhancing customers’ audio experiences and adding value to their lives.
With a strong focus on quality, innovation, and customer satisfaction, Boult has established itself as a reputable brand in the consumer electronics industry. Expansion to major e-commerce platforms and a commitment to high-fidelity audio and superior comfort have contributed to its growth and popularity. Boult consistently introduces new and improved products to meet evolving customer needs and preferences.
Wearables space is getting quite crowded in India. And yet you have been able to make your mark as a brand. What is your secret to success today?
The secret to Boult’s success in the crowded wearables space in India lies in its commitment to becoming a global force in consumer electronics. By focusing on wireless, wearables, and IoT categories, the brand aims to lead in innovation and change the way consumers perceive wireless and wearable tech worldwide.
Boult initially made its mark in the neckband category and expanded into headphones, true wireless stereo, and speakers in the audio segment. As the second-largest selling brand across major marketplaces in 2022, Boult has established a strong presence. Despite being a new entrant in the smartwatch category, it holds the record for the fastest-selling and best-rated smartwatch on Flipkart.
What sets Boult apart is its own design studio, where every product is meticulously conceptualized and designed to become best-sellers on recognized e-commerce platforms, including their official website. This dedication to design ensures that Boult products stand out in terms of both aesthetics and functionality.
The brand’s success is also attributed to its innovative marketing campaigns, in-house film conceptualization and production, and collaborations with notable celebrities. Boult has had affiliations with film stars Vicky Kaushal and Kriti Sanon, and recently signed two new brand ambassadors: award-winning superstar actor Saif Ali Khan and the top-ranked T20 cricketer batsman in the world, Surya Kumar Yadav.
Boult’s global aspirations, ability to understand and adapt to consumer needs, in-house design studio, and research and development team all contribute to its success. By staying at the forefront of technological advancements and delivering top-rated products that exceed customer expectations, Boult has made its mark in the wearables space and continues to thrive in the competitive market.
What are some of your big milestones as a brand?
Boult has achieved remarkable milestones throughout its journey. Starting as a specialist in the neckband category, the brand expanded its product range to include headphones, true wireless stereo, and speakers. Currently, Boult holds the prestigious title of being the second-largest selling brand across major marketplaces in India. The brand has also made a significant impact in the smartwatch category, with its product becoming the fastest-selling and best-rated smartwatch on Flipkart.
Boult takes great pride in its product design and research and development efforts. This commitment to excellence is evident in the 1.5 million verified customer ratings, with over 4-star ratings on platforms like Amazon and Flipkart. The brand’s dedication to quality and customer satisfaction has led to its success, with Boult becoming the second-largest audio company in India, selling a product every 5 seconds.
With over 8 million units sold to date, Boult has reached more than 99% of zip codes in the country and aims to achieve a gross revenue of $60 million in the current financial year. The brand has experienced consistent growth of over 100% each year for the past five years while maintaining profitability as a bootstrapped company.
Despite competing against international giants like Bose, JBL, Sony, Skullcandy, Sennheiser, and numerous funded and non-funded Indian legacy players, Boult has secured the second spot in the market. The brand proudly embraces its “Made in India” identity, with over 90% of its products manufactured domestically. Boult currently employs over 400 full-time employees and, including its partners, supports a workforce of over 5,000 individuals. With its products conceptualized, designed, and now manufactured in India, Boult is expanding globally. The brand has successfully launched its range in the UK and plans to be available in five countries by the end of the next quarter.
In 2022, Boult introduced its direct-to-consumer (D2C) platform. While the majority of sales still come from e-commerce partners, the brand aims to scale up sales from its official website to contribute 25% of overall revenue.
Boult’s journey is characterized by remarkable achievements, a strong commitment to quality, and a focus on expanding its global presence while proudly representing India’s manufacturing capabilities.
How do you look at the future today? What can we expect from Boult in the coming months?
Looking into the future, Boult is filled with optimism and a drive to lead in innovation on a global scale. We aim to redefine how wireless and wearable tech is perceived by consumers. In the coming months, you can expect a series of exciting product launches that will push the boundaries of audio technology even further. We are expanding our global presence, having already launched in the UK, and our target is to go live in five countries by the end of the next quarter.
Our focus remains on delivering top-quality, top-rated products that provide an exceptional audio experience to our customers. Additionally, Boult is expanding its reach into the offline market by partnering with various large-format retailers across the country. We are dedicated to staying at the forefront of the industry, and we actively keep an eye on government initiatives and policies that can impact our business operations.
Recently, we launched our Make in India campaign, reflecting our commitment to support the Indian economy and create job opportunities locally. By producing our products in India, we ensure high-quality and affordable offerings while contributing to the growth of the Indian economy. Our goal is to localize around 80% of our raw materials by the end of 2024. We are also actively expanding our service centers and partnering with local logistics contractors to reach our consumers everywhere.
Boult has always embraced the latest trends and presented marvelous innovations to our customers. With our in-house research and development team, we continue to drive innovation and technological advancements, ensuring that we stay ahead of the curve. We are excited about the future and look forward to delivering exceptional audio experiences to our customers worldwide.
What has been your strategy on selling your products via online and offline channels?
Currently, our product sales strategy primarily revolves around online channels. We have forged successful partnerships with major e-commerce platforms such as Amazon, Flipkart, and our own direct-to-consumer website, boultaudio.com. These collaborations have enabled us to reach a vast customer base and ensure convenient access to our products. Furthermore, we have established a strong network of service centers across India, with 180+ operational centers and more in progress. This ensures that our customers receive exceptional support and service.
While our online presence remains a top priority, we also recognize the significance of offline retail. In the forthcoming months, we have plans to expand into the offline channel. We continually assess our business strategy to guarantee a seamless omnichannel experience for our customers, embracing both online and offline platforms.
Innovation is quite critical for the success of business. What kind of innovations can we expect from Boult?
Innovation is at the core of Boult Audio’s success, and we are committed to introducing groundbreaking technologies that revolutionize the audio industry. Our focus is on delivering products that fundamentally change the way consumers approach their audio needs, making their lives easier, more efficient, and enjoyable.
One area where we excel in innovation is charging technology. Our Lightning Boult Charging technology enables our products to charge quickly, saving users valuable time and eliminating the inconvenience of carrying multiple charging devices. This feature is designed to enhance the overall user experience and provide seamless convenience.
We also prioritize connectivity and ease of use. Our Blink & Pair Bluetooth connection technology simplifies the pairing process, allowing users to quickly and effortlessly connect their audio devices without complicated procedures. This technology ensures a hassle-free and seamless connection experience for our users.
Health and wellness are crucial aspects of our innovation. We have integrated Boult Health, a comprehensive health monitoring technology, into our products. Boult Health allows users to track their fitness goals, monitor sleep patterns, and manage stress levels, among other health-related features. This integrated solution eliminates the need for separate devices or apps, providing users with a holistic approach to health management.
For gaming enthusiasts, we have incorporated Combat Mode technology into our products. This feature enhances the gaming experience by delivering clear, immersive audio and reducing background noise, allowing gamers to fully immerse themselves in their gameplay without distractions.
At Boult Audio, we value our customers’ feedback and strive to design products that meet their needs and expectations. Our customer-centric approach ensures that we develop top-notch products based on the valuable insights we receive. By continuously listening to our customers and incorporating their feedback into our product development process, we can deliver innovative solutions that make a positive difference in their lives.
In summary, you can expect Boult Audio to continue pushing the boundaries of innovation in the audio industry. Our commitment to introducing disruptive technologies that improve sound quality, connectivity, health monitoring, and gaming experiences sets us apart. We will continue to create products that provide authentic value and forge meaningful connections with our customers.
What message do you want to give to future innovators in India?
To future innovators in India, we want to convey a message of encouragement, inspiration, and support.
Firstly, believe in the power of your ideas and the potential for innovation. India has a rich history of creativity and ingenuity, and you have the opportunity to contribute to that legacy. Trust your abilities, think big, and dare to dream. Your ideas have the potential to make a significant impact on society and transform industries.
