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Company aims to replicate India’s success in the Middle East through strategic partnerships
Indian wearables brand Noise is expanding beyond its home market, setting its sights on the Middle East with an initial launch in the United Arab Emirates (UAE). The company has partnered with Dubai-based distribution firm Lime Concepts to introduce its premium product range, including the recently launched Noise Master Buds, Pro series smartwatches, and the Luna smart ring. These products will be available at Virgin Megastores across the UAE, according to a senior company executive.
Strategic Expansion into the GCC Region
Noise’s expansion into the UAE marks the first phase of its broader strategy to enter the Gulf Cooperation Council (GCC) region, which includes key markets like Dubai and Abu Dhabi. The company plans to establish a strong presence through retail partnerships, online marketplaces, and a network of local distributors.
The GCC region presents an attractive opportunity for Noise due to its young, tech-savvy population — over 50% of the population is under the age of 25. Noise intends to replicate the successful strategies it used in India to capture market share in the Middle East.
“The vision is not to just dump the goods. The idea is to build the brand for the long term, step by step, starting with the UAE,” said Gaurav Khatri, co-founder of Noise. “We plan to expand into more developed markets beyond the Indian subcontinent.”
Shifting Focus Amid Domestic Market Slowdown
The global push comes at a time when the Indian wearables market is facing a slowdown. According to IDC, wearable shipments in India fell 11.3% year-on-year — the first decline for the segment — driven by weakening smartwatch sales, where Noise holds a dominant position.
Despite the domestic slowdown, Khatri emphasized that the company’s decision to expand internationally is not driven by inventory challenges. “We are not solving any inventory problems. We’ve been fortunate not to have excess stock to clear out. The competitive Indian market has prepared us well for expansion into global markets,” he said.
Focus on High-Value Products
Noise is shifting its focus toward higher-value products as part of its global expansion strategy. The company’s premium lineup includes the Master Series, developed in collaboration with Bose, and the Luna Ring, which Khatri described as a “highly experiential product” designed to compete in the global market.
“We are focusing on higher-ASP (Average Selling Price) products at this stage,” Khatri said. “We have several flagship smartwatches lined up for the global market, and the Luna Ring is expected to make a strong impact.”
In India, Noise holds over 50% market share in the smartwatch segment within the ₹2,000–₹6,000 price range, demonstrating the brand’s ability to successfully premiumize its product lineup.
Investment in Global Growth
To support its global expansion, Noise plans to allocate 10–15% of its projected net revenues from the global market toward marketing and product promotion. The partnership with Virgin Megastores will give Noise access to premium retail spaces across the UAE, positioning the brand alongside established international competitors.
Khatri remains optimistic about the brand’s future in international markets. “The challenges we faced in India have equipped us with the experience and resilience needed to succeed globally,” he said.
