Aman Gupta thinks he has Gen Z to thank for the success of his electronics accessories company, boAt. “Youngsters these days change earphones every three to six months,” says Gupta animatedly. And it is this sort of hyper-consumerism that has led to boAt being a success in a space with only a handful of other organised players, most of which are established international brands like Sennheiser, JBL and Sony.
Rock n Roll
Smooth sailing so far; could pricing rock the boAt?
In just three years, boAt has grown to hold its own against larger, more established consumer brands. It is even profitable. But this charmed existence isn’t guaranteed to last
BoAt is one of the few homegrown audio accessories brands to make waves in the Indian consumer electronics space
In just three years, it is expected to cross Rs 200 crore in revenues
It has been able to do this by smart marketing, maintaining quality, and keeping its cost structures lean
Premium brands are even following its lead, but will this success be interrupted by Chinese competition or price wars?