Bose Corporation has made a US$20 million investment in an Indian wearables startup Noise for the second time.

The funding will help the company expand operations and develop new wearable and audio technology products.

Founded in 2014 by Gaurav and Amit Khatri, Noise began with smartphone accessories before expanding into wearables and audio devices such as smartwatches, smart rings, and wireless headphones.

🔗 Source: Gaurav Khatri

🧠 Food for thought

1️⃣ Indian wearables brands are capturing global market share through value-focused innovation

Indian tech brands have strategically dominated the domestic wearables market, capturing over 70% market share by offering feature-rich products at affordable price points tailored to local preferences 1.

Noise specifically emerged as India’s second-largest wearables brand with 12.1% market share, behind only boAt (26%) and ahead of Fire-Boltt (10.1%), demonstrating the success of homegrown brands in this competitive space 1.

The $20 million investment from Bose follows Noise’s previous $10 million funding round, valuing the company at approximately $420 million and signaling strong investor confidence in Indian wearables manufacturers 2.

Noise’s recent expansion into the Gulf Cooperation Council region through partnership with Lime Concepts demonstrates how Indian wearables brands are leveraging their domestic success to pursue international growth opportunities 3.

2️⃣ The global wearables market is experiencing transformative growth beyond traditional product categories

The global smart wearable market is projected to grow from $109.34 billion in 2023 to $303.98 billion by 2029, representing a compound annual growth rate of 18.58%, creating significant opportunities for emerging players 4.

While smartwatches initially dominated the category, the market is diversifying rapidly with TWS earwear shipments reaching 80.4 million units in 2023 (a 16.9% year-over-year increase), and emerging segments like health rings and smart glasses gaining traction 1, 5.

The smart personal audio market specifically is forecasted to grow by 8% in 2025, reaching 533 million units globally, driven by advancements in MEMS speakers, health-focused features, and improved connectivity options 6.

Health monitoring capabilities have become a critical differentiator in wearables, with the healthcare application segment expected to grow significantly as consumers increasingly rely on these devices for real-time health tracking 4, 7.

Bose’s repeated investment in Noise suggests a strategic recognition of how the audio and wearables markets are converging, with companies increasingly needing to offer integrated solutions across multiple wearable categories to remain competitive 2.