From Phone Covers to Smartwatches: Amit Khatri’s Noise Journey

What does it take to pivot from selling phone accessories to building one of the top smartwatch brands? For Amit Khatri, Co-founder of Noise, the answer lies in consumer-centric innovation, resilience, and a commitment to sustainable growth. 

Here’s how his entrepreneurial journey unfolded.

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Amit Khatri recently visited the Masters’ Union campus, and shared insightful lessons on how he built Noise. Watch the podcast to learn about Noise, from the co-founder of this iconic brand:

A leap from fashion to tech

Amit’s roots lie in fashion management, a background that sharpened his understanding of consumer needs and trends. This foundation played a pivotal role when Noise made the daring transition from selling phone covers to venturing into wearable technology. The move wasn’t just a business decision—it was a calculated bet on the future of consumer behaviour.

Turning failures into insights

No startup journey is without its stumbles. Early on, Noise faced challenges that tested its resolve. But instead of being setbacks, these failures became valuable lessons. Amit and his team took a closer look at what the market wanted and aligned their product offerings to meet these demands.

This resilience laid the groundwork for Noise’s transition into a top player in the smartwatch market.

Building a profitable brand from day one

In a world where startups often prioritise rapid growth over profitability, Noise took a different route. Amit and his team opted to bootstrap, ensuring the company was profitable from day one. By focusing on sustainable growth rather than chasing external funding, Noise built a solid financial foundation.

The secret sauce: A consumer-first approach

What truly sets Noise apart is its commitment to understanding its customers. Using data analysis and behavioural insights, the team fine-tunes its product range to cater to evolving consumer needs. This consumer-first mindset doesn’t just build loyalty; it also drives innovation.

Going global, staying innovative

With a significant share of the domestic market, Noise is now setting its sights on international expansion. But global ambitions don’t mean losing focus. Amit emphasises that product innovation and deeper consumer engagement remain central to Noise’s strategy.

The brand is also looking ahead to emerging trends in wearable tech, particularly the integration of AI and personalised analytics to enhance user experiences. 

Wrapping up

Amit Khatri’s journey from phone covers to smartwatches offers valuable insights for entrepreneurs and business enthusiasts alike. At its core, it’s a story of adapting to change, focusing on what matters, and never losing sight of the consumer.

For Amit and Noise, the future isn’t just about staying ahead—it’s about defining what’s next. And with wearable tech poised to evolve rapidly, this is one story we’ll all want to keep watching.