Noise raises fresh $20 million from Bose amid global expansion plans

While the current valuation remains undisclosed, Bose’s renewed $20 million investment signals its strong confidence in Noise’s long-term vision, product innovation, and growth prospects within the increasingly competitive global smart wearables market

Global audio tech leader Bose Corporation has deepened its partnership with Indian wearable brand Noise, investing $20 million in a new funding round aimed at accelerating the latter’s product innovation and global expansion. This marks Bose’s second investment in the company, following a $10 million Series A injection in 2023, which had valued Noise at around $420 million.

Though the current valuation was not disclosed, the renewed investment highlights Bose’s continued confidence in Noise’s vision and growth potential within the competitive smart wearables space.

Noise Co-Founder Amit Khatri announced the development in a social media post, calling the investment a strategic boost rather than a mere capital injection. “Bose’s belief in our mission has helped us push boundaries in wearables and audio innovation,” he wrote. “We’re building not just products, but meaningful experiences for the next generation of users.”

Noise enters key global destinations

The funding arrives at a pivotal moment for Noise, which is actively expanding into international markets. The company recently entered the UK and European markets with launches at iconic retail destinations like Selfridges in London and Printemps in Paris. It also entered the Middle East through Virgin Megastores. These expansions aim to elevate the global visibility of Made-in-India smart devices.

Noise is now retailing its full product lineup overseas, including smartwatches, smart rings, and audio devices. Notably, its Master Buds—co-engineered with Bose—and the flagship ColorFit Pro Series are part of the international push.

Noise defies industry slowdown

Despite broader challenges in the Indian wearables market—including an 11.3% year-on-year decline in early 2024 and a steep 34.4% drop in smartwatch shipments—Noise has maintained leadership. According to IDC, the brand held a commanding 25.2% market share in the smartwatch category for calendar year 2024.