The Boat Lifestyle company began as a cable manufacturer and seller company. In the initial years, BoAt bought earphones from Chinese manufacturers, applied branding on them, and sold them in the Indian markets bearing the name “BoAt earphones”. It has grown in years to emerge as a popular global brand to sell fashionable audio devices ranging from portable travel charges to premium headsets. In just a few years, the company has successfully gathered more than 70,000 happy customers and popular brand ambassadors. the boAt has emerged as the 5th largest global brand in 2020 to provide wearable music devices. Lakme Fashion Week in 2019 held in Mumbai, displayed ramp walkers carrying boAt products as the only accessories. boAt found flaws in the longevity of mobile charging cables used in the market. The founders witnessed frequent damage caused to such cables due to internal and external factors and thought of finding out solutions to such problems. So they focussed on launching indestructible cables. Soon they launched water and sweat-resistant hearable products.
The brand sells a variety of its products on popular eCommerce sites like Amazon, Flipkart, Myntra, Jabong, etc., and even in retail outlets like Croma. It is believed that BoAt was born virtually on Amazon.com. The company tied up with 6 IPL teams Mumbai Indians and Chennai Super Kings. The company includes popular endorsements from famous personalities of different industries like Bollywood, cricket, etc. Personas like Hardik Pandya, K.L.Rahul, Shikhar Dhawan, Kartik Aryan, Neha Kakkar, Kiara Advani, Jacqueline Fernandez, and many others are endorsements of boAt. Also, the company has co-branded with musical events like the Sunburn Festival and Lakme Fashion Week, etc.
BoAt efficiently uses the benefits of influencer marketing to promote its products. It calls its influencers “BoAtheads”. BoAt recently collaborated with Alcobev company Bira 91 and together launched an exclusive audio collection named BOOM on January 20, 2022. The collaboration saw an amalgamation of Bira 91’s vibrant colors and boAt’s exclusive audio experience.
boAt was founded with the vision of making fashion meet the world of consumer electronics.
Wireless earbuds: boAt has a line of wireless earbuds in the name of “Airdopes’ ‘. A major difference between an EarPod and an Airpod is that AirPods are completely wireless whereas original EarPods are the wired version. boAt Airdopes has an active noise cancellation technology that cancels out any external noise and delivers only the pure sound of your media. The Bluetooth connectivity enables wireless usage of the device. The Airdopes come with a case having an in-built battery to charge the wireless Airdope when not in use.
Tethered wireless earbuds: boAt offers a range of tethered wireless earbuds under the brand name Rockerz and Boat. Such earbuds are not connected directly to an audio source. The earbuds are connected through a wire or a band. The wire/ band houses the batteries and control systems. Users can wear the band around their neck or behind their heads.
Wireless headphones: boAt offers wireless headphones in two forms- on-ear and over-ear. The headphones are under the brand name Rockerz, BoAt, and Nirvana. Unlike headphones of other companies, BoAt headphones have built-in Bluetooth connectivity to connect to any audio source. The user need not connect the headphone with the audio source through any wire. The wireless headphone contains lithium-ion batteries integrated into the device. Many of the models of BoAt’s wireless headphones come with an auxiliary audio cable that can be plugged into standard headphone jacks. Connecting the headphones with the auxiliary cable does not drain down the extra charge.
Earbuds and wired earphones: BoAt earbuds and wired earphones get connected to a standard headphone jack of the user’s audio-output device like a music system, mobile, PC, etc. The headphones and earbuds offer good noise cancellation by obstructing external sounds which create hindrance in the musical journey of the user.
boAt smartwatch: the company offers smartwatches with various modes. For instance, the sports mode helps you track your steps while cycling, walking, hiking, climbing, exercising, etc. It is a great option for fitness freaks. The smartwatches also provide a Bluetooth calling facility to enable the user to receive calls without holding his phone. The screen of the smartwatch will display the caller’s detail and provide you with an option to either receive or decline the call. The watch even has a loudspeaker with which you can have an amazing conversation with the caller. The IPX Water Resistance ensures the longevity of your device by being sweat and swim-proof. boAt smartwatches also have a menstrual tracker for women, making them one of the best smartwatches for men and women.
boAt wireless speakers: boAt offers an exclusive range of attractive portable wireless speakers under its brands Rugby and Stone. The speakers have effective Bluetooth connectivity and built-in batteries for an efficient wireless experience. They are affordable, provide louder sound output and have long battery life. The boAt Bluetooth speakers can be used indoors as well outdoors.
Indoor theatre soundbars: BoAt offers another range of home audio equipment through its brand Avante. It delivers subwoofers and home theatre sound systems to be connected with televisions and home theatres. It has exclusive features like Bluetooth, auxiliary audio cables, HDMI, and USB-A. These speakers give you a theatre experience. You can get a feeling of sitting in a hall without even booking a ticket. The captivating sound of Dolby Audio Technology is what will drive you crazy about this audio device.
Mobile accessories: Along with fancy audio devices, the brand also provides portable devices to accessorize your mobile devices, like USB cables, auxiliary cables, power banks, adapter chargers, and many more. boAt power backup external batteries are available under its brand “Energyshroom”.
boAt limited edition: Limited/ special edition of a brand is the upgraded version of an existing product. The purpose behind launching a limited edition product is to promote the brand or establish collaborations with other brands. The boAt provides limited edition products to its customers which are in form of headphones/ speakers/ cables, and many more.
Boat Lifestyles Business Strategy:
Private label business – In the initial years of its origin, the brand used the traditional business model of Private Label Business, where it purchased its products from Chinese manufacturers, did the branding, and sold them in India under the name of “BoAt products”. This method did not benefit the company. So to increase its sales, the company thought of changing its business model.
Designer electronic devices – Till 2014, audio devices were sold in the market as simple electronic devices. Nobody focussed on their design. The boAt started launching electronic products which grabbed the attention of the audience due to their unique designs. It sells audio devices like accessories. The boAt is also collaborating with the fashion industry. It launched spunky headphones at the Lakme Fashion Week 2020 by collaborating with the popular fashionista Masaba Gupta. Together, they launched products that gave a feel of the disco style of the late 70s.
Digital Marketing – To increase sales, BoAt adopted digital marketing techniques in its marketing strategy. For a successful business, it has to first create demands in the existing market. So the founders turned their focus around e-commerce. The marketing strategies of the company are as under:
Mobile Marketing– boAt connects with its audience and customers through a mobile app, emails, and SMS marketing.
Email Marketing – The company sends personalized messages to their existing and potential customers informing them about a new product or upcoming discounts. Such messages carry catchy and crisp emails.
Social Media Marketing- It Created great success through social media marketing. It makes a presence on digital platforms like Instagram, Facebook, LinkedIn, etc.
Hashtag Marketing – The company smartly uses catchy hashtags to increase customer conversion. Such hashtags have made a remarkable presence on social media platforms. Some of the popular hashtags used by the company are #boatheads, #levelupwithboat, #raisethebar, and others.
Influencer Marketing– boAt has struck deals with influencers, celebrities, and popular personalities from different industries. Celebrities like Kartik Aryan, Kiara Advani, and Jacqueline Fernandes are some famous endorsements of BoAt. Also, popular content creators like Prajakta Koli, Harsh Beniwal, are some of the promoters of the brand.
Engagement Marketing – Concerts created by boAt are unforgettable to the audience. The company uses a two-way communication method using photo booths, and nirvana zones and asks its customers to participate. They then share customer stories on their official Instagram page. This creates emotional bonding between BoAt and the audience and creates a loyal customer base. This engaged communication generates buzz around the market. Further boAt has conducted takeover tours with popular musicians like A.P.Dillon and has successfully launched campaigns in Mumbai, Chandigarh, Goa, Gurugram, and Hyderabad. In 2019, boAt conducted the Sunburn Festival at Goa where stars like Wiz Khalifa, DJ Snake, Tyga, and Yellow Claw performed.
Growth Drivers Of Boat Lifestyle:
Improvisations – BoAt refers to the influencers of its brand as BoAtheads. They form an integral part of the clan. The company aims at customer satisfaction and brings in products based on their likes and requirements. This gives their users a feeling of belongingness. The products of the company are fresh and colourful.
Adaptability – The steep growth of the company is mainly because it adapts itself to the changing trend in the market. It kept a keen eye on the latest trends in the market. It constantly kept adopting such changes in its marketing strategies. The brand’s first product was the indestructible Apple charging cable followed by an exclusive range of earphones. Their first earphones were named BassHeads. Soon after, in 2018, the brand came up with a wide range of speakers. In 2019, BoAt launched soundbars and home theatre systems.
Classification as a lifestyle brand – The brand depicts itself as a lifestyle brand and not a consumer electronic brand. These tactics were displayed during the 2019 Lakme Fashion Week in Mumbai, where the models displayed boAt products as their only accessories while dressed up in designer outfits.
Blitzscaling – It refers to the quick growth of a company. This method prioritizes speed over efficiency. This method is also used by companies like PayPal and Airbnb. This risky method is meant to provide quick success.
Targeting the appropriate group – The brand is famous for providing stylish products at affordable rates. The brand selects younger personalities as its ambassadors. The company focuses on providing lifestyle products mainly targeting the younger mass.
Digital marketing – The company saw a steep growth in sales during its initial period. It bypassed the traditional marketing mediums like TV and print media. The campaign by BoAt mostly runs on digital platforms like Facebook, Instagram, etc. The online group of BoAtheads consists of 80,000 members at present. Word-of-Mouth marketing is another marketing strategy of BoAt. The company claims to sell 4 units every minute and 6,000+ units per day. The company establish 5000+ retail outlets and is supported by 20+ distributors.
Promoters and ShareHolding Pattern:
Source: Company Filing Form AOC-4
Source: Company Filing Form AOC-4
Source: Company Filing Form AOC-4
The largest product line of BoAt was wireless earphones and headphones. The sales grew by 2.5 times to Rs.553 crore in FY 22 from Rs.180 crore in FY 21. The second position was taken by the wireless speakers. Sales of the speakers grew up to 2.6 times from Rs.297.4 crore in FY21 to Rs.648 crore during FY22. The manufacturing and assembling of the company take place in China. The company plans to shift its manufacturing industry to India through the Indian Government’s PLI (Production Linked Incentive) scheme. The company’s total annual expenditure grew 2.2times from Rs.637.6 crore in FY20 to Rs.1553 crore during FY22. BoAt’s revenue has crossed a whopping 700crore in FY2022, which was the expected revenue of the company for FY 21-22. Today, the company has 5000+ retail stores and 20 distributors.
Sell or Purchase Share (Tentative Price)