It is quite rare that you see an Indian company on the list of top global wearable brands. According to an IDC report, the boAt company has successfully made it to the list of top five global wearables. Despite the company focusing mainly on the Indian Markets, it has profited by a huge margin post the COVID-19 pandemic. The success story of boAt has indeed proved to be inspiring. Founded in 2015, the boAt company’s sole aim is to be a lifestyle brand.
The Exclusive Catalogue of boAt Company
At present, there are several brands that manufacture music devices. The main issue was the devices were not cost-effective. This is where the boAt company stepped in and revolutionized the industry. It offers a wide array of services such as headphones, earphones, speakers, travel chargers & premium cables. The company also designs audio-focused electronic appliances like wireless speakers, earbuds (Airdopes), wired headphones, home audio equipment, and a few varieties of mobile phone accessories. This India based startup has managed to attract customers with its trendy and pocket-friendly products.
The journey of a small Indian startup turning into a massive company is extremely fascinating. Let us go ahead and know all about the boAt company and the minds behind the startup.
The Inspiration Behind the Startup
The founders—Sameer Mehta and Aman Gupta wanted to create a lifestyle brand that would deal with fashionable audio concentrated electronics. The boAt company started as a cable manufacturer and seller and now has expanded its empire. The sole aim of boAt company was to provide affordable, durable, and more importantly, ‘fashionable’ audio products and accessories to millennials. They came together and laid the foundation of the company in the year 2016.
The Tagline, the Slogan, and the Logo
‘Plug into Nirvana’ is the tagline of the boat company. Nirvana means attaining complete peace and freedom. The founders thought of this as the tagline because perfect music allows the users to connect themselves with their souls. It also helps in creating a boundary between themselves and the living world.
Growth of the Company
The growth of the boat company is mainly driven by its distribution partnerships. Initially, the company was selling its products and devices on Amazon, Flipkart, Myntra, and Jabong. However, recently the company started its retailing at several Croma outlets and on the official website. The good performance of the products has helped boAt in achieving the desired growth.
Besides, the celebrities and the cricketers of India have has helmed the company. The company is steadily growing and extending its services to millions of ‘boAtheads’. boAtheads is a term the company uses for all its consumers and brand ambassadors. It has been only five years since the inception of the boAt company, and yet the company stands high with more than 800,000 happy customers.
Why is boAt Successful?
Attaining success is not an overnight process. The constant dedication and perseverance lead the path to be a triumph. boAt company has modified its approach since the beginning and has till date kept on improvising. There are several factors that put boAt on the road to success as mentioned below:
Consumer Satisfactions at its Best:
The company aims to satisfy the needs of users and developing products by closely observing their requirements. The first-ever product of the company was an indestructible Apple charging-cable and charger. After the founders sensed its urgency, the product was developed. Over the past three years, people are increasingly looking for sports and fall-proof headphones. Following the need, the boAt company launched fall-proof headphones. Along with that, it also introduced interesting colors for its products.
Variations in the boAt Catalog:
The second product the founders brought was an audio range, which included earphones. Since Indians love bass, the company named their first earphones as BassHeads. The organized earphones market was growing at 20-30% annually. In 2018, boAt launched speakers and, in 2019, soundbars and home-audio systems. The sales of soundbar were expected to hit 200 million to 300 million in 2019.
A lifestyle brand:
The company believes that boAt is a lifestyle brand and not a consumer electronics brand. This strategy was displayed at the Lakmé Fashion Week in Mumbai in the year 2019. During the event, the models were wearing boAt products as the only accessories when they walked down the ramp for one of the designers.
Marketing Strategies:
boAt company has stuck to online marketing instead of selling the products in retail stores. It deliberately stayed away from the conventional media such as TV and print. The founders cited the reason being millennials for selling the products online. The company majorly run its campaigns on Facebook and various other social media. It also uses Celebs’ word-of-mouth as its marketing strategy.
Targeting the Accurate Audience:
The company is well-aware of its target audience. It presents stylish and affordable products that attract the youth. Keeping that in mind, boAt company has appointed all the young faces in the industry as its brand ambassadors. These ambassadors represent India’s most-followed passions (and obsessions) – Bollywood and cricket. Thus, when the celebrities and cricketers represent the brand, it creates plenty of buzzes. boAt company has recently started developing products with the main target being the young people. Sports Earphones and Bluetooth Speakers developed have caught the attention of the fitness-focused millennials. Thus, the customers pick and choose accessories that fit in their workouts, trails, hikes, basically their lifestyle.
What drives the future of boAt?
boAt considers the rising trend of audio sets bundled with smartphones could be its next channel of growth. It has come to notice that almost all the major phone makers have partnerships with audio companies. For instance, Apple has Beats, Samsung has Harman and JBL, Huawei has Sennheiser, and much more. Thus, the company expects to pull in more new customers with appealing bundled offers thereby sparing people from having to invest in headphones or earphones separately.
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