Noise is strengthening its position in the audio segment while also aiming to make high-fidelity sound more accessible with the all-new Master Series. The first product from its recently-announced partnership with iconic brand Bose comes in the form of the Noise Master Buds. The TWS promises high-quality audio and carries the label “Sound by Bose”. We spoke with the company co-founder Amit Khatri about the new lineup, the Bose partnership, and the brand’s vision for the future.
What is the Noise Master series all about?
The Noise Master Series marks a defining moment in our journey towards premiumisation through industry-leading innovation. As we double down on audio, the Master Series is our bold step towards elevating our premium audio lineup while keeping it accessible to a broader audience.
The debut product in this series, the Noise Master Buds, represents a strategic leap in our audio evolution. With a unique design strategy and expertly tuned Sound by Bose, we are setting a new benchmark for immersive listening. This is more than just a product launch; it’s about making industry-leading innovation and premium sound experiences available to a larger segment of consumers. It is designed for true audiophiles, blending advanced technology with engineering expertise to deliver unmatched audio quality at an aspirational price. Every note, beat, and lyric is brought to life with crystal-clear clarity—offering an experience like never before.
Please give us more details on your partnership with Bose. What does it bring to the table?
In December 2023, we welcomed Bose as a strategic investor, marking a significant milestone in our journey to redefine the global audio landscape.
The investment brought together Bose’s legacy of audio excellence with our deep understanding of the Indian market and consumer preferences. With this backing, we not only accelerated R&D efforts to push the boundaries of technology but also expanded and strengthened distribution channels across geographies. It unlocked opportunities for us to learn from them and elevate the overall audio innovation journey by enabling more people to tap on the experience.
That’s what Noise Master Buds is all about. We wanted to take another step towards democratising industry-forward experience and introducing this pair of TWS, which will make expertly tuned audio with Sound by Bose technology accessible to a larger consumer base. This launch is a testament to the shared vision to set new benchmarks in quality, accessibility, and user experience in India’s rapidly evolving premium audio segment.
The first device in the series is the Master Buds. What’s its key USP?
The launch of Noise Master Buds is a step beyond in Noise’s audio elevation journey, where innovation meets iconic design. Crafted with a never-seen-before design strategy, and expertly tuned with Sound by Bose, these next-gen TWS deliver a truly immersive listening experience, accessible to all.
At the core of Noise Master Buds lies Noise’s design-first approach. Our in-house team, in collaboration with leading international design agencies, have meticulously crafted a unique design in an ergonomic and lightweight build, to deliver an uncompromised audio experience. Inspired by the legacy of pure sound, capturing the essence of unadulterated listening – just like vinyl records, the metal disc design symbolises the infinity of our tech future.
With Sound by Bose technology, the Master Buds have been expertly tuned to provide rich, powerful audio across all frequencies, ensuring crystal-clear sound. With up to 49dB Active Noise Cancellation (ANC), users can immerse themselves in a distraction-free experience – whether at work, on the move, or simply unwinding.
Other standout features include – effortless connectivity, spatial audio support, dual device connectivity and Google Fast Pairing, ensuring seamless switching between devices, further combining performance and convenience in one sleek package.
With the Master Buds, we are doubling down on the audio segment driving premiumisation with industry-forward innovation—setting the stage for the next evolution in smart audio wearables.
As a brand, Noise has built a certain reputation and perception among users in India. Are you looking to change that with the Master series?
Noise has become a frontrunner in the wearables industry, creating a legacy defined by innovation, quality, and consumer trust. Over the years, we have shaped an ecosystem through innovation that resonates with millions across India, democratising industry-forward technology while making premium experiences more accessible.
The Master Series is not about changing this but rather about elevating it. It marks a strategic leap in our premiumization journey, pushing the boundaries of design, engineering, and innovation, bringing it to the reach of expanded consumers while staying true to the trust we’ve built with them.
The Noise Master Buds, as the first product in this series, exemplify this vision. Featuring a never-seen-before design strategy, expertly tuned audio with Sound by Bose and adaptive 49 dB ANC – it levels up the bar for democratising premium audio experiences. With this, we are determined to deliver uncompromising sound quality while staying true to its mission of making advanced technology more accessible than ever.
What can we expect from Noise and the Master series going forward?
The Master Series marks the beginning of a new chapter in Noise’s mission to redefine audio excellence. Our vision has always been to push the boundaries of innovation, ensuring that premium sound experiences are not just a luxury.
But this is just the beginning. As the Master Series evolves, we will continue to innovate design, technology, and sound solving for the next-generation audio needs of our users. Our goal is to create an ecosystem where seamless connectivity, immersive audio, and smart features come together effortlessly – elevating how people experience sound in their daily lives.
