Noise launches Master Buds Max in partnership with Bose; cofounder says it fits into connected lifestyle push

Smart wearables brand Noise launched its first over-ear headphones Master Buds Max in partnership with global audio giant Bose.

The Master Buds Max claim to offer world-class Bose-like sound experience with active noise cancellation, and a first in segment offering of dynamic EQ. These buds are part of the broader lineup of devices that are set to be developed by the company in its year-long partnership with Bose.

“The investments are huge because this kind of product development takes huge time, R&D cost to develop it. Both putting in that time for a year to help us build this product. Some (other) products are under discussion which might come up next year, but it will primarily be audio devices,” Amit Khatri, co-founder of Noise, tells Fortune India.

The company claims that it has tested the ANC for the headphones independently across 61 frequency points, outperforming competitors by over 85%, particularly in low- and mid-frequency ranges, and that these come with an equally promising battery for 60 hours playtime on single charge.

The Dynamic EQ gives adaptability to the headphones based on an individual’s listening environment and volume level.

The headphones are available in three colours from Tuesday across ecommerce platforms and the company’s website at a starting price of ₹9,999. While the pricing is higher than the premium headphone offerings of its competitors boAt and GoBoult, Khatri says that the company will never go beyond the price range of ₹15,000-20,000 for its products.

“We don't want to go to a territory which is like ₹25,000-₹30,000. We want to land up to a territory where Indian consumers feel justice to buy this product and we also feel justice in selling this product,” adds Khatri.

Currently, Noise holds the second spot in India’s wearables market with a share of around 13.1%, according to August data from the International Data Corporation. In the TWS category, it ranks third, while in smartwatches it has the highest market share.

“Bose has been in the audio industry for 60 years with $1 billion R&D spend while compare that with Indian players, that don’t have that kind of IP at all. So, by partnering with Bose, we have accelerated our journey. You see brands charging a premium for their products. For Noise, that is not the way because, sorry from a technology standpoint I don't have anything to charge to the user,” Khatri tells Fortune India.

The brand, however, has seen a drop in its growth across both TWS and smartwatch categories in the second quarter on a year-on-year basis. Khatri said this was because the company is pursuing a premiumisation journey and has therefore registered flat growth.

When asked about the company’s strategy to address its declining market share, Khatri shared that Noise plans to build a connected lifestyle ecosystem through multiple wearable devices. He added that smartwatches will play the central role in building this ecosystem, because they offer greater control than TWS devices.

“We are a lifestyle tech company. We are not married to one category. But I feel watch could be centre stage (in the near future) because watch has an app, a screen. So, you could do lot of controlling from there,” he says.