Noise

Overview

Noise stands as India’s undisputed smartwatch champion, transforming from a humble phone cover startup in 2014 to the nation’s most trusted wearable brand in just a decade. Founded by cousins Gaurav and Amit Khatri in Gurugram, Noise has achieved something remarkable in the global tech landscape: building a $460 million company that not only dominates its home market but has also cracked the top 10 globally in smartwatch shipments.

What makes Noise exceptional isn’t just their market numbers—though commanding 27% of India’s smartwatch market is impressive—it’s how they’ve built a brand that truly understands and serves Indian consumers. While international giants often treat India as an afterthought, Noise was built specifically for Indian needs, preferences, and budgets from day one.

The company’s approach is refreshingly straightforward: pack as many premium features as possible into ultra-affordable smartwatches, manufacture 95% of their products locally in India, and price everything so aggressively that buying a Noise smartwatch costs less than a weekend dinner out. This formula has not only made them India’s #1 smartwatch brand but has also earned them recognition as a top-3 global player by some measures.

With over 3 million made-in-India smartwatches shipped and annual revenues crossing ₹1,400 crores (approximately $175 million), Noise proves that understanding your local market deeply can translate into both domestic dominance and global relevance.

Key Products

Noise’s product strategy centers around three core series that cover every price point and user need in the budget-to-mid-range spectrum. The ColorFit series represents their flagship line, with models like the ColorFit Pro 6 Max featuring 1.96” AMOLED displays, Bluetooth calling, comprehensive health monitoring, and 100+ sports modes—all typically priced between $50-80, delivering features that would cost 3-4x more from premium brands.

The NoiseFit series focuses on sports and fitness enthusiasts, featuring models like the Vortex Plus with specialized GPS tracking, advanced workout metrics, and rugged designs built for active lifestyles. These watches typically include enhanced sensors, longer battery life for GPS usage, and sport-specific features while maintaining Noise’s aggressive pricing philosophy.

The Pulse series serves as their entry-level offering, providing essential smartwatch functionality—heart rate monitoring, basic fitness tracking, and smartphone notifications—for as little as $20-30. These models prove that smartwatch ownership doesn’t require significant financial investment while still delivering genuinely useful features.

What sets Noise apart is their feature density at each price point. Their 2025 models include capabilities like SpO2 monitoring, 24/7 heart rate tracking, comprehensive sleep analysis, and Bluetooth calling—features that were premium-only just a few years ago. The Tru Sync technology enables seamless Bluetooth calling with quick pairing and efficient power management, while their custom Noise OS provides localized interfaces including Indian languages and region-specific health algorithms.

Market Position

Noise occupies a unique position in the global smartwatch ecosystem as the local champion that achieved international recognition through domestic excellence. While Apple dominates premium segments and Samsung competes across price ranges, Noise has become the undisputed king of value-focused smartwatches specifically designed for Indian consumers and similar emerging markets.

Their primary battleground is India, where they compete against other domestic champions like boAt and Fire-Boltt, as well as international budget offerings from Realme, Amazfit, and Xiaomi. What gives Noise the edge is their deep understanding of Indian consumer preferences—they know exactly which features matter most, what price points work, and how to build products that feel premium despite budget pricing.

The brand’s “Made in India” positioning resonates strongly in a market increasingly conscious of supporting domestic manufacturing. With over 95% of their production happening locally, Noise has become a symbol of India’s growing technological self-reliance while delivering products that rival international alternatives.

Globally, Noise’s success story has attracted attention as proof that local champions can achieve international scale. Their entry into the global top 10 smartwatch brands demonstrates that understanding your home market deeply can be more powerful than trying to be everything to everyone worldwide.

Strengths & Weaknesses

Noise’s greatest strength is their unmatched understanding of what Indian consumers actually want from a smartwatch. They’ve cracked the code on feature prioritization—delivering Bluetooth calling, comprehensive health monitoring, excellent battery life, and local language support at prices that make smartwatch ownership accessible to millions. Their “Made in India” manufacturing approach not only reduces costs but also resonates with consumers who want to support domestic brands.

The feature density at each price point is genuinely impressive. A $40 Noise smartwatch often includes capabilities that cost $200+ from premium brands, making them the clear choice for budget-conscious consumers who still want meaningful functionality. Battery life consistently delivers 7-10 days of real-world use, exceeding many premium competitors, while build quality has steadily improved as the company has matured.

Their distribution network is exceptional for their target market, with strong presence across online platforms and offline retail, making Noise smartwatches easily accessible throughout India. Customer service quality has improved significantly, with local support teams who understand regional languages and cultural preferences.

However, Noise’s budget focus creates inherent limitations. Build materials remain basic compared to premium brands—primarily plastic and aluminum rather than premium steel or titanium. The app ecosystem is extremely limited compared to Wear OS or watchOS, restricting third-party functionality. GPS accuracy and health sensor precision, while adequate for casual use, don’t match premium alternatives for serious fitness tracking.

International expansion has been slow and challenging, partly because Noise’s India-specific optimizations don’t always translate to other markets. The brand also struggles with perception—while their products offer excellent value, they’re still seen as “budget” devices rather than premium alternatives, limiting their ability to move upmarket.

For Consumers

Noise smartwatches make perfect sense for consumers who want maximum smartwatch functionality at minimum cost, particularly those in India and similar markets where the brand has strong local support and optimization. They’re ideal for first-time smartwatch buyers, budget-conscious consumers who still want meaningful features, or anyone who values supporting local manufacturing and understands the trade-offs involved.

Consider Noise if you prioritize value over prestige, need essential smartwatch features like calling, health monitoring, and notifications without premium pricing, or want to support Indian manufacturing. They’re particularly appealing for users who prefer longer battery life over daily charging, need local language support, or want a smartwatch that feels premium despite budget pricing.

Skip Noise if you need premium build materials and design, want extensive third-party app support, require professional-grade health and fitness tracking, or prioritize brand prestige. While their latest models continue improving build quality and feature sets, they remain fundamentally value-focused devices rather than luxury alternatives.