Noise is an Indian smart wearables brand that sells smartwatches, earbuds and accessories, mostly online and mostly below ₹5,000. It is the largest smartwatch brand in India by shipments. It is also the leader of a category that is getting smaller every year, and that tension is the most useful thing to understand before buying one.
Noise leads the Indian smartwatch market on shipments, and its core range sits below ₹5,000. The market itself is shrinking, with IDC reporting that smartwatch shipments fell 17.6% in 2025. Noise’s own accounts follow the same line, from ₹35.5 crore of net profit in FY22 to a ₹20 crore loss in FY24. Treat it as a cheap two-year device rather than a watch you keep.
Snapshot
- Founded
- Founded by brothers Amit and Gaurav Khatri; no source we could find gives the year
- Founder
- Amit Khatri and Gaurav Khatri
- Headquarters
- India, with a manufacturing facility at Noida, Uttar Pradesh
- Current owner
- Founder controlled and privately held. Bose Corporation bought a 2.4% stake for US$10 million in December 2022
- Category
- Smartwatches, earbuds and smart wearables
- Price band in India
- Budget. The core smartwatch range sits below ₹5,000, against a category average selling price of about US$26.5
- Available in India
- Official — gonoise.com and major marketplaces
How it started
Noise was built by two brothers, Amit and Gaurav Khatri, who started out selling phone accessories online before moving into wearables. That origin explains a great deal about the company. It is a distribution and marketing business first, built for online retail and fast product cycles, rather than a watch company that learned to sell online.
The strategic turn came in December 2022, when Bose Corporation took a 2.4% stake for US$10 million. Small as that holding is, it gave an Indian budget wearables brand a credible audio partner and a validation most of its competitors did not have.
What followed was a deliberate and expensive bet. Noise moved from harvesting profit to spending on people, technology and manufacturing, and the numbers show the cost of it plainly.
What they actually make
Smartwatches are the core, alongside earbuds and audio accessories. The products compete on features per rupee: large bright displays, health tracking, calling, and frequent new models.
The important structural fact is where they are made. Noise produces about 85% of its goods domestically from its Noida facility, and it owns its own app and customer database rather than licensing them. In a category where most Indian brands put their badge on a design bought from a Chinese original design manufacturer, that is a real difference.
What Noise costs in India
Noise sits in the budget tier, with its core smartwatch range below ₹5,000. There is no import duty story here — the company manufactures in India, so the roughly 49% duty stack that inflates imported watches does not apply.
The pricing story is instead about a category eating itself. IDC’s numbers for 2025 show it.
| Indian wearables, 2025 (IDC) | Figure |
|---|---|
| Smartwatch shipments | Down 17.6% |
| Wearables market overall | Down 4.0%, to 114 million units |
| Average selling price | About US$26.5 |
That is not a brand failing; it is demand for the whole product class weakening.
The mechanism is worth understanding before you buy, because it decides whether your watch holds any value.
Noise’s own accounts show what leading that market costs. Net profit was ₹35.5 crore in FY22, fell to ₹88 lakh in FY23, and turned into a ₹20 crore loss in FY24 on flat revenue of ₹1,430 crore against ₹1,460 crore of expenses. The founders described this as deliberate investment in people, technology and innovation rather than a stumble.
Trade press has since reported FY25 revenue of about ₹1,065 crore with a small profit of ₹3.2 crore. No filing we could find carries that figure, so read it as a press report rather than an accounts number. If it is broadly right, it describes a company that shrank its way back to profitability — a rational response to a contracting category, and an uncomfortable one.
- FY22Net profit of ₹35.5 crore
- FY23Net profit falls to ₹88 lakh
- FY24A ₹20 crore loss on ₹1,430 crore of revenue
- FY25Trade press reports ₹1,065 crore revenue and ₹3.2 crore profit, not from filings
Profit came back only after revenue shrank.
Who Noise is actually for
Noise makes sense as a first smartwatch, a fitness tracker for someone who will not spend ₹20,000, or a second wearable for the gym. Below ₹5,000 you get a bright display, health tracking and calling, and Indian manufacturing means no duty premium inflating the price.
It also suits anyone who wants after-sales support from a company that actually controls its own product and app, rather than a badge on an imported design that may be discontinued without notice.
Skip Noise if you want a watch that lasts. Budget smartwatches age badly — batteries degrade, app support ends, and resale value is nil. Skip it if you are inside the Apple or Samsung ecosystem, where integration is the whole point. And be honest about the upgrade cycle: if you replace a ₹3,000 watch every two years, a single well-made analog watch may cost less over a decade and still be working.
Reputation and controversies
Noise has no major documented controversy as of August 2026. We found no regulatory action, product recall, advertising adjudication, labour finding or pattern of consumer commission orders against the company.
The fair criticisms are commercial. The company swung from ₹35.5 crore of profit to a ₹20 crore loss in two years, which the founders attribute to investment but which also reflects how thin margins are in budget wearables. And the category-wide problem of short product life and ended app support applies to Noise as much as to its competitors — it is the business model, not a defect.
Buying it in India
Order from the brand’s own channels
Buy from gonoise.com or a brand storefront on a major marketplace.
Confirm who the seller is
On a marketplace, check the seller is the brand or an authorised seller rather than a third party. Warranty claims on units from unauthorised sellers are the usual failure point.
Check the model is current
A heavily discounted Noise watch is often a discontinued model whose app support is about to end.
Watch for refurbished stock
Refurbished units sold as new are a bigger risk than fakes here, because the margins on faking a ₹2,500 smartwatch are thin.
Do not bother buying it abroad
Noise is an Indian brand manufacturing in India and sold here first, so there is nothing to gain by importing one.
Common questions
Is Noise an Indian brand?
Yes. Noise was founded by Indian brothers Amit and Gaurav Khatri and manufactures about 85% of its products at its Noida facility. Bose Corporation holds a small 2.4% stake bought for US$10 million in December 2022, but the company remains founder controlled.
Is Noise better than boAt?
On smartwatches Noise leads on shipments in India. Noise also manufactures most of its own products and owns its app and customer data. Both compete in the same budget band, so judge on the specific model, warranty and current app support rather than the brand.
Why are smartwatch sales falling in India?
Because hardware got cheap and similar. IDC reported Indian smartwatch shipments fell 17.6% in 2025, within a wearables market down 4.0% to 114 million units. When a watch costs about US$26.5 on average, buyers see little reason to replace it.
How long does a Noise smartwatch last?
Expect around two years of useful life. Battery capacity degrades, and app support for older models ends as new ones launch. This is true across budget smartwatches generally, not specific to Noise, and it is why resale value is effectively nil.
How we research and verify brand audits: our methodology.
References
- Forbes India — founders Amit and Gaurav Khatri, the Bose Corporation 2.4% stake for US$10 million in December 2022, net profit of ₹35.5 crore in FY22 falling to ₹88 lakh in FY23 and a ₹20 crore loss in FY24 on ₹1,430 crore revenue, and 85% domestic production from the Noida facility
- BizTechReports, reporting IDC, April 2026 — Indian smartwatch shipments falling 17.6% in 2025 within a wearables market down 4.0% to 114 million units
- TelecomLead, reporting IDC — the wearables market decline and average selling price movement used in the category analysis
- Startuppedia — the reported FY25 revenue of ₹1,065 crore and ₹3.2 crore profit, which the article itself says does not come from filings
The best budget smartwatch brand in India, in a category that is quietly proving budget smartwatches are not worth replacing.
