Homegrown connected lifestyle brand Noise has partnered with Optiemus Electronics, a wholly-owned subsidiary of Optiemus Infracom, to manufacture gadgets in India.
In the initial phase, Optiemus Electronics will design and manufacture hearable products for Noise. The latest move intends to create job opportunities for homegrown talent and the workforce, supporting the government’s Atmanirbhar Bharat and Make in India initiatives
The manufacturing will happen at OEL’s two state-of-the-art manufacturing plants in Noida. The preliminary phase will witness the production of Make in India TWS earbuds by Noise. With this partnership, Noise intends to launch half a dozen products in the next six months. These products are expected to launch in the Indian market by the end of this month.
“Today, we are really excited to partner with Noise, India’s leading and fastest-growing wearable brand. Wearables are witnessing tremendous growth in India as we are the world’s youngest nation with disposable incomes, fitness-conscious youth and working-class people. Optiemus has a rich legacy to deliver on high-quality electronic manufacturing and through this partnership; we are committed to delivering the best value to Noise in line with their business objectives,” said A. Gururaj, MD, Optiemus Electronics.
Gaurav Khatri, Co-founder, Noise, said, “The long-term alliance brings together our synergies to contribute towards the noble vision of Atmanirbhar Bharat. Our partnership will further our vision of being proudly Indian and the coming together of two homegrown brands. The enthusiasm for wearables and its connection with youth make India a big potential market. Our strategic partnership with Optiemus will help us expand our portfolio to deliver on the growing appetite for wearables in the country.”
A leading player in the Indian manufacturing industry, OEL has manufactured and delivered over 14 million mobile devices for Indian and global brands since 2016, catering to a gamut of products and industries such as telecom, IT, hearables and wearables and retail technology solutions, to list a few.
While OEL has the expertise in device manufacturing, Noise has been one of the most preferred brands by the Indian consumers. Noise has been India’s No. 1 smartwatch brand for all of 2020, as per IDC reports and in recent quarter of 2021 as well. Despite pandemic, Noise has registered over 100% growth in the past 30 months.