Audio and wearables direct-to-consumer (D2C) brand boAt is investing in advanced inventory management and AI-enabled customer engagement as it prepares for the festive season. It is also ramping up collaborations with regional influencers to deepen its festive connect. Gaurav Nayyar, COO of boAt, tells S Shanthi that this year the firm is targeting a steady double-digit year-on-year sales growth, with a strong surge expected in the weeks leading up to Diwali, in line with national e-commerce trends. Notably, in April this year, Imagine Marketing, boAt’s parent company, filed its draft IPO papers through a confidential pre-filing route.
How are you preparing for the festive rush?
To meet festive demand, we have been gearing up well in advance with stronger inventory planning and close coordination with our partners. We have expanded our operational bandwidth, both online and offline, by increasing manpower across support, fulfilment, and logistics functions. We have also invested in advanced inventory management, AI-enabled customer engagement, and ramped up collaborations with regional influencers to deepen our festive connect. Our logistics partners are ready for scale, ensuring rapid delivery and seamless shopping experiences for all customers. Our goal is to make sure every consumer can access our products without disruption. We are also planning industry-first innovative launches this season to keep the excitement high.
How has the consumer demand been so far? How much do you expect it to increase around Diwali?
Consumer demand has been very encouraging so far. Our new launches and premium products, such as the Nirvana Series, are experiencing significant traction. Overall, the numbers are shaping up well and we expect to land ahead of the expected numbers. We are particularly seeing strong interest in categories like personal audio, home audio and smart wearables. As Diwali approaches, we expect this momentum to multiply, since consumers look for both self-upgrades and gifting options. Our value-driven products fit perfectly into both of these needs.
Looking at the market trends and competitive landscape, what kind of sales growth are you expecting this year?
As India’s leading audio and wearables brand, boAt is preparing for a healthy festive season. In 2025, we are targeting steady double-digit sales growth year-on-year, with a strong surge expected in the weeks leading up to Diwali in line with national e-commerce trends. We are also noticing early signs of increased customer interest and engagement compared to the same period last year.
What kind of discounting strategy are you adopting this year?
Our approach has always been to offer great value for money, and this festive season is no different. Along with exciting discounts, we are also bringing new launches that combine cutting-edge features with affordability. It’s all about giving consumers the best possible reason to upgrade with boAt.
What kind of impact are you expecting from GST 2.0?
While there is no direct GST change in our categories, reductions in other areas have a positive ripple effect. With more disposable income in hand, consumers are more likely to invest in innovative, value-for-money products from boAt.