Noise partners TWS innovator Bragi to revolutionize Indian hearable category

Homegrown connected lifestyle brand Noise has entered into an exclusive partnership with Bragi, the inventor and largest intellectual property owner of true wireless headphones. It is Bragi’s first partnership with an Indian originated brand. Under this partnership, Noise will exclusively work with Bragi to launch an intelligent range of audio devices powered by the proprietary Bragi OS in India. The products will be collaboratively designed by both the teams. First of its range is expected to be launched in the first half of 2022.

Noise has signed a long-term partnership with Bragi to infuse smart hearable devices in India. With this, the Noisemakers will be able to leverage the next generation of features in TWS – never seen before in India. This partnership is in line with Noise’ vision to introduce more intelligent products and continue to innovate for the Indian market, it said in a statement.

Amit Khatri, Co-founder at Noise, said, “We are ecstatic to have Bragi on board as our technology partners. Bragi has not only delivered the most innovative technology but, it has also emerged as one of the leaders in the world within no time. Bringing together Bragi’s innovative technology and Noise’s knowledge of the Indian market will enable us to transform the hearable industry in India. The Indian hearable segment has observed massive growth in recent years, with an increased appetite for tech-froward and feature-packed gadgets. Noise is already amongst the top five hearable brands in India. With this partnership, we at Noise, intend to offer hi-tech and revolutionary products to the Noisemakers and become India’s No. 1 hearable brand in the coming days. We are thrilled to kickstart our partnership and change the game for Indian hearable category.”

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Nikolaj Hviid, Founder and CEO, Bragi, said, “With our partnership with Noise, we intend to explore new possibilities for innovation and technological advancements in the Indian hearable sector. Both the brands have been bringing ground-breaking technologies and designs to ease the lives of several individuals. Noise is one of the leading players in India, with a compelling product portfolio and customer base. This partnership will bring several industry-first products carefully curated for the Indian market. We are geared up to work together as partners.”

The brand has introduced several TWS hearable products in 2021, considering the distinctive demands of the users. According to the latest report by Counterpoint Research, Noise is the third-largest player in the TWS market based on its shipment volumes. This partnership will help Noise grab a larger market share and offer an unparalleled experience to the Noisemakers.

In 2021, the first Bragi enabled products, fully powered by the Bragi Operating System have been launched and went straight to the top of the market, winning several nominations like Best Earbuds for Music by RollingStone and Best 100 Inventions ’21 by Time Magazine.