BOULT: SOUND MARKETING
Varun Gupta, Co-Founder, Boult on marketing strategies that helped the company grow despite an overall category decline, influencer marketing & more
Q] Boult increased its operating revenue by almost 40 percent and also increased its market share in the TWS (True Wireless Stereo) segment, despite an overall market decline. What key strategies have contributed to this surge in shipments and market shares?
We entered the market late and have been around for just seven and a half years, but as a bootstrapped and profitable company, we’ve prioritised top-quality products over rapid, unsustainable growth. While competitors have come and gone, we’ve maintained steady progress, closing the gap with the market leader.
Our differentiation lies in superior design and product quality, reflected in higher ratings and reviews across e-commerce platforms. Unlike over-penetrated competitors, we’ve expanded strategically—moving from an online-only model to offline retail and diversifying into new categories like home audio, speakers, power banks, and dash cameras.
By staying consumer-centric, rapidly innovating based on feedback, and ensuring sustainable, high-quality offerings, we’ve carved a strong position in a declining market, driving consistent growth and increasing market share.
Q] You mentioned your expansion into offline spaces—how does your approach to advertising differ when promoting your offline presence compared to your online platforms?
In our industry, 30% of business happens offline, while 40% is online due to limited access to wearable devices and smartwatches in Tier 2, 3, and 4 cities. Unlike Tier 1 cities with large-format retail (LFR) stores like Croma and Reliance, smaller cities rely on general trade (GT) markets, leading to lower penetration.
As an online-first brand, we sold exclusively via e-commerce until last year. Now, we’ve expanded offline by appointing distributors in every state and increasing our width of distribution to over 3,000 stores. Our products are now available in LFR stores like Reliance and Vijay, as well as general trade hubs like Gafar Market and Nehru Place in Delhi.
With our strong market position—ranked #1 in ratings, #2 in audio, and #3 in smartwatches and wearables—we have successfully capitalised on demand to build a robust offline presence.
