We’re not just launching products, we’re sparking a global movement: Aman Gupta, boAt

Adgully’s AG Talk brings unfiltered insights and thoughts of CEOs, MDs and CMOs, who have been leading the marketing landscape, and in fact, also laying the ground rules to keep up with the transformative times.

In the dynamic world of consumer electronics, some brands manage to redefine the market landscape, and in many ways, boAt has done just that. Today, Aman Gupta has become a well-known name in the field of technology and innovation. His popularity has grown even more ever since his appearance as a judge on the show ‘Shark Tank’.

It was in 2014 that Aman Gupta and his friend Sameer Mehta got together to bring boAt to life and began revolutionizing the audio and electronics industry. Their journey started humbly, working from a co-working space at Hauz Khas Social due to the inability to afford larger offices. Despite these early challenges, Aman Gupta’s vision and relentless drive have propelled boAt to extraordinary success. As the co-founder and Chief Marketing Officer, he has been instrumental in shaping the brand’s identity and growth. His contributions to the industry were recently recognized when he received the prestigious ‘Celebrity Entrepreneur of the Year’ award at the National Creators Award, presented by Prime Minister Narendra Modi.

In this exclusive interaction with Adgully, Aman Gupta, Co-founder, and Chief Marketing Officer, boAt, delves deeper into his entrepreneurial journey, the secrets behind boAt’s success, his experiences as a leading figure in the tech industry, and much more.

How has boAt, as a direct-to-consumer tech brand, evolved its offerings over the years? What inspired the inception of boAt as an electronic gadget brand?

From charging cables to smart wearables, we’ve been at the forefront of tech evolution. We were an online brand before “D2C” was even a term. I have always loved new tech and had a passion for gadgets that I believe fuelled our growth, leading us to expand into headphones, earphones, TWS earbuds, and now, smart wearables.

Every step of the way, we focused on what truly mattered to Indian consumers: quality, durability, and cutting-edge technology at value driven price points. This deep understanding of the market propelled us to phenomenal growth. In just seven years, we've become a billion-dollar valued brand. boAt has now become India’s leading consumer tech brand and world’s 2nd largest audio wearable brand, surpassing global giants, including Samsung and Xiaomi.

What inspired the choice of the name ‘boAt’ for your brand, and how has your journey propelled it forward? Since 2016, boAt has maintained its leadership position, could you elaborate on the marketing strategies instrumental in this success?

The name boAt captures the feeling of serenity and freedom you experience, much like sailing on a calm ocean. Just like music transports you to a higher state, we aim to be your companion on that journey of discovery.

We understand India’s deep love for sports, Bollywood, and music. That’s why we’ve built our marketing strategy around these three pillars. We partner with iconic cricketers, Bollywood stars, and rising music artists to connect with our audience on a deeper level. Actor Ranveer Singh is our brand ambassador for the Nirvana Ion ANC series and is also an investor. We’re also excited to welcome young cricket talents like Yashasvi Jaiswal and Tilak Varma to the boAt family.  Beyond celebrity endorsements, we leverage social media, collaborate with influencers, and even partner with major brands like Netflix and Marvel to stay relevant and exciting.

In what ways does boAt distinguish itself from other electronic gadget brands in terms of design, technology, and pricing? How does boAt ensure the quality and reliability of its audio products, particularly focusing on sound performance and durability?

We’ve built our brand on a foundation of cutting-edge design, exceptional quality, and a deep understanding of what Indian consumers truly value.

• Engineered for India: Our in-house R&D facility, boAtLabs, is a hub for innovation. Here, we don’t just follow trends, we constantly experiment to develop products specifically tailored to Indian needs and preferences.
• Tech-Forward design: We believe stylish design shouldn’t compromise on functionality. We offer a wide range of colours and styles, but our focus goes beyond aesthetics. We prioritize features that matter to you, like long battery life and more.
• Strategic partnerships: We leverage cutting-edge technology by collaborating with global tech giants like Dolby Audio, CEVA, Mimi, and Google, etc. These partnerships ensure our products integrate the latest advancements in sound, processing, and connectivity.

This commitment to innovation translates into exceptional sound performance and reliable products.

While boAt resonates strongly with the youth demographic, maintaining brand loyalty can be challenging in this segment. How does boAt foster loyalty among its target audience? Could you share the effective marketing strategies utilized thus far?

For us, our community of boAtheads is super crucial, and we are committed to providing them with high-quality audio experiences that align with the preferences and lifestyles of our Gen MZ and Gen Alpha (now) consumers. Our effective marketing strategies include personalised content creation, influencer collaborations, and community engagement initiatives tailored to resonate with our audience’s interests and aspirations. By prioritising design, pricing, and value, we form a strong connection with them, which leads to brand loyalty.

We recently also entered the premium segment with our Nirvana series because we understood the growing needs of the customers and hence, came up with this cool series of ours.

boAt’s success as a startup contrast with the challenges faced by many others in the field. What advice would you offer to aspiring entrepreneurs venturing into the startup landscape?

For aspiring entrepreneurs, my advice would be: #DoWhatFloatsYourboAt and be driven by ‘Hum Bhi Bana Lenge’ attitude. Be passionate and chase your dream! Don’t wait to be certain – sometimes the biggest regrets come from missed opportunities. Launch yourself into action, believe fiercely in your idea. Stay dedicated and grounded, always learn, and adapt as the market evolves. Remember, your hustle and growth are linked – the more you push yourself, the more you and your brand will flourish.

Startups often rely heavily on funding, but do you believe organic growth is a viable alternative for startups as well?

As much as possible, startups should fund themselves from their organic growth; however, I feel that there is no right or wrong time for this; they should only raise funds if they are really in need of them and have well thought through their strategies on how they are going to utilise the funds for the growth of the brand.

How does boAt incorporate innovative features or technologies into its products to meet evolving consumer needs and preferences? Could you elaborate on boAt’s approach to the design process, focusing on creating aesthetically pleasing and ergonomic electronic gadgets?

At boAt, innovation is at the core of everything we do. Through boAtLabs, we’ve introduced groundbreaking products like the Nirvana Ion ANC, showcasing our commitment to redefining the audio experience. Our design process focuses on marrying functionality with aesthetics, ensuring our gadgets seamlessly integrate into users’ lives. Moreover, our strong investment in ‘Make in India’ has led to 70% of our products being proudly manufactured locally, reflecting our dedication to quality, and contributing to the nation’s growth.

Looking towards the future, what expansion plans or new product lines does boAt envision, and what strategies will the brand employ to maintain its competitive edge in the market?

We’re at the forefront of innovation in audio and wearables, constantly pushing boundaries to deliver cutting-edge tech that keeps pace with our dynamic industry. This drive extends beyond products – we’re on a mission to make India a global leader in technology. Imagine the international launch scene – eager fans queuing up, anticipating the next big thing. That’s the level of excitement we’re building for our product launches around the world.

Our recent Nirvana series marks a bold step into the premium segment, showcasing the exceptional quality India can produce. We’re not just launching products, we’re sparking a global movement, one where the world awaits the next innovation “Made in India”.