Imagine Marketing Limited, the brand owner of boAt, said on Tuesday that its board of directors approved the elevation of insider Gaurav Nayyar to the position of CEO. Nayyar has served as the company’s chief operating officer for three years.

As part of the transition, co-founder Sameer Mehta will assume the role of Executive Director, focused on driving long-term strategy while supporting Nayyar’s leadership as he takes on his new responsibilities. Co-founder Aman Gupta will continue his close association and contributions to boAt as a Non-Executive Director on the board, ensuring continuity of the brand’s vision and strategy.

“I am honoured to be entrusted with the responsibility of leading boAt into its next chapter. Having worked closely with Sameer and Aman over the years, I know first-hand the extraordinary foundation they have built.  Sameer has done an exceptional job over the past few years as CEO, strengthening our core, building product adjacencies and setting up our India manufacturing footprint, and Aman has been instrumental in his role as CMO in shaping our marketing prowess, brand positioning and ethos from the outset,” Nayyar said in a statement.

A chartered accountant by training—and an alumnus of the Shri Ram College of Commerce and the Indian School of Business—Nayyar brings more than two decades of strategic and operational experience, including eight years at Bain & Company, where he was a Partner, before joining boAt. Nayyar has also worked with KPMG.

“It has been a privilege to build this company alongside Aman, whose vision and creativity have helped establish the brand and culture that define us today. Together, we are immensely proud of what has been created. Gaurav has shown exceptional leadership and execution, making him the right person for the CEO role going forward,” said Sameer Mehta, co-founder, boAt, in a statement.

“When Sameer and I started boAt, our ambition was to build something bold, enduring and impactful, and the journey so far has exceeded my expectations. Over the past several years, Sameer has done an outstanding job as CEO, leading the company and preparing it for this next stage in its evolution. I’m proud of what we have accomplished together and equally excited to see Gaurav take the helm,” co-founder and non-executive director Aman Gupta said in a statement.