How an Indian Electronics Company Become World’s 5th Largest Wearable Brand

The BoAt is one of the renowned Indian electronics companies based in Delhi and was co-founded by Aman Gupta in 2015. In a short period, BoAt has made significant growth and popularity, especially among younger audiences. Now BoAt competes with big players in the market such a Sony, Bose, JBL, etc. Here we will discuss mainly the marketing strategies behind the growing popularity of BoAt.

Initially, BoAt’s products were mainly available on online platforms like Amazon, and Flipkart but now they are tied up with more than 5000 retail stores across the country to sell products offline.

As per the Registrar of Companies, data BoAt’s annual turnover grew by 2X to approx Rs 3000 crore in FY22 from Rs 1500 crore in FY21.

BoAt’s Most Selling Products in 2021- 2022
A. Bluetooth Earphones
B. Wireless Headphones
C. Smart Watch
D. Wireless Speakers
E. Mobile Accessories


The Marketing Strategies Are :
Affordable Products: The first product launched by BoAt was earphones in 2016. The price of branded companies’ earphones was very high at that time. So before launch, BoAt surveyed the market and found that consumers looking for a quality product at an affordable price without compromising quality. Then they launched their first earphone at an affordable price with a warranty.

Durable Product: BoAt focused on warranties of their products that make a good impact among consumers so that they start to trust their products. The company had moved on by setting up various service and collection centers across the country.
Fashionable Products: The main USP of the growing popularity of their products are fashionable design and look and fill that mainly attract the younger generation consumer of our country. Thatswhy BoAt has been made a 15 members research and development team to find out the latest trends and design, color that mainly consumers looking for.
Online Marketing: Another main USP of the company they focused mainly on online marketing and were quite successful in that. In FY 2019- 2020 they have generated INR 500 cr and 80% of it from online marketing. As a consequence, they sell approx 10000 products each day.

Innovation – Innovation and deep research before launching a product make it ensure grabs the attention of audiences in the market.

Hashtag Marketing – One of the popular marketing strategies has been introduced by boAt using trending hashtags in social media such As #boatheads, #levelupwithboat, and #raisethebar, etc.

Word of Mouth by Influencer: The company launched various campaigns by taking famous influencers like KL Rahul, Hardik Pandya, Rishabh Pant, Kiara Advani, Neha Kakkar, Diljit Dosanjh on board. And these campaigns became successful that made Boat a leading brand in India.

National Crush Rashmika Mandanna who has a huge fan base across the country has been on boarded as a brand ambassador.

The company now want to expand of consumer base by introducing new products such as smart watch in Indian as well as international market. BoAt significantly growing its user base in urban areas which bounds big players like JBL to slash down their products price in India.

According to BoAt’s official social media source, it has been revealed that the company has been surpassed by manufacturing 1 million products under the Make in India campaign and become the first electronics brand to reach this milestone.

Having so many advantages the major disadvantage is company manufacture some of their products in China. In the last 2-3 years the growing tension between Sino-China relations may hit companies’ production. But we hope soon BoAt will set up their manufacturing unit in India as well.

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