Interview: BOULT’s Varun Gupta shares the story behind the brand’s foray into the Soundbar category

BOULT, a homegrown Indian brand, has made a significant impact in the audio accessories market with its innovative and affordable products along with a customer-centric approach. In an exclusive interview, Varun Gupta, Co-Founder of BOULT, shares the brand’s vision, its foray into the soundbar category, and the unique features of its new products.

Digit: Could you tell us about BOULT’s journey so far? Especially with its strong presence in TWS, headphones, Bluetooth speakers, and smartwatches. How did the idea for BOULT come about?

Varun Gupta: BOULT is a homegrown, high-end consumer electronic brand that designs and manufactures innovative audio and wearable products. It has embarked on a remarkable journey, marked by its robust presence in various segments such as True Wireless Stereo (TWS) earbuds, headphones, Bluetooth speakers, and smartwatches. The inception of BOULT stemmed from a vision to redefine audio experiences and cater to the evolving needs of consumers in an increasingly digital world, combined with my passion as a musician to create great audio experiences for all those who love music. The company started with a small capital in 2017 on the e-commerce platform – Myntra. It gradually expanded to Amazon, Flipkart, and all the other E-Commerce platforms. BOULT strives to deliver the epitome of quality products, providing a high-fidelity audio experience along with superior comfort. The focus of the brand is to develop and deliver solutions that provide ingenuity, superior value, and hassle-free customer experience. The journey began with the neckband category. Establishing itself by making a mark there, it then ventured into headphones, true wireless stereo, and speakers in the audio category. It is the 2nd largest-selling brand across major marketplaces in the current year 2022. Expanding further into the smartwatch category, and despite being a new entrant in this market segment, it holds the record of the fastest-selling and best-rated smartwatch on Flipkart.

Digit: How does BOULT approach product design and conceptualization?

Varun Gupta: We are the only consumer electronics brand in the country with its design studio, where they conceptualize and meticulously design every product to build masterpieces that are best-sellers on every recognized e-commerce platform in the country. From the outset, BOULT has been committed to pushing the boundaries of audio technology while ensuring accessibility and affordability for a wide range of consumers. This commitment is reflected in its diverse product lineup, which encompasses cutting-edge TWS earbuds for on-the-go convenience, immersive headphones for audiophiles, and intuitive smartwatches that seamlessly integrate with active lifestyles. Through relentless innovation, meticulous craftsmanship, and a customer-centric approach, BOULT has established itself as a trusted name in the audio industry. Its journey so far has been characterized by a relentless pursuit of excellence, earning the brand a loyal following and cementing its position as a leader in the competitive audio market.

Digit: Soundbars is a category extension in addition to BOULT’s current product lineup. What inspired the decision to enter this category?

Varun Gupta: Expanding into the soundbars category signifies a strategic evolution for BOULT, driven by multiple factors. Firstly, we identified a compelling market opportunity coupled with increasing customer demand for high-quality audio solutions in the home entertainment segment. This led us to embark on a diversification strategy to broaden our product portfolio and cater to a wider range of consumer preferences. Secondly, innovation has always been at the core of BOULT’s ethos. By venturing into the soundbars category, we aim to showcase our expertise in audio technology and design, pushing the boundaries of what’s possible in home audio experiences. Our commitment to innovation drives us to continuously explore new product categories and deliver cutting-edge solutions to our customers. Furthermore, customer feedback and market research played a significant role in inspiring our decision to enter the soundbars market. We listened closely to our customers’ needs and preferences, recognizing the growing demand for convenient yet immersive audio experiences for their homes. This deep understanding of consumer insights guided our strategic decision-making process.

In conclusion, our entry into the soundbars category represents a holistic approach, combining market opportunity, diversification strategy, innovation, and customer demand. We are excited to embark on this new journey and continue delivering exceptional audio experiences that enrich the lives of our customers.

Digit: What unique features or innovations can consumers expect from BOULT Bassbox Sound Bars?

Varun Gupta: BOULT Bassbox Soundbars are all about delivering an unforgettable audio experience that adapts to your lifestyle. Picture this: a crystal-clear, powerful sound that fills the room, whether you’re hosting a movie night indoors or chilling with friends in the backyard. With options ranging from 120 to 180 watts, these soundbars pack a punch without compromising on sleek design. But here’s where it gets cool. These are a smart pair. Like, adapt-to-your-surroundings smart. So whether you’re in a cozy den or a wide-open space, they fine-tune the sound to give you the best possible experience.

And talk about compatibility! They play nice with just about everything – Smart TVs, laptops, phones, gaming consoles – you name it. Additionally, setting them up is a breeze with Bluetooth, AUX, USB, Optical, and HDMI(ARC) connectivity. But it’s not just about the tech specs. We’ve made sure these soundbars are super user-friendly too. Intuitive controls, customizable settings, and remote control functionality make for an effortless listening experience.

Digit: With the market already saturated with various sound bar options, what sets BOULT apart in this competitive landscape?

Varun Gupta: In a crowded market filled with soundbar options, BOULT stands out for its unwavering commitment to quality, affordability, and smart design. While there’s no shortage of choices out there, BOULT Bassbox Soundbars offer something special – exceptional audio performance without breaking the bank. Sure, the Soundbar Market is booming, fueled by the demand for top-notch audio solutions and smart AV devices. But what sets us apart is our dedication to delivering premium sound quality at a price that won’t leave your wallet crying. We believe that everyone deserves to experience incredible audio, and we’re making that a reality.

But it’s not just about the sound. We’re all about innovation too. Our products are packed with cutting-edge features designed to take your audio experience to the next level. Whether it’s seamless integration with smart TVs or intuitive controls that make setup a breeze, we’ve got you covered. We understand that today’s consumers are all about smart home devices, and we’re right there with them. Our Sound Bars seamlessly integrate with the latest tech, ensuring that you’re always at the forefront of innovation.

Digit: BOULT has quickly climbed the ranks in the audio and wearable markets. How does the company plan to leverage this success in the launch of its new Sound Bars?

Varun Gupta: With audio products driving a significant 75% of our revenue and our position as the second-largest audio brand in India, we’re in the prime position to make waves in the Soundbar category. BOULT has become a trusted name in the audio industry, known for delivering quality and affordable products that exceed expectations. Just take our Z40 TWS model, for example – it’s been a runaway success, with over a million units sold and an impressive average rating of 4.1 in E-commerce marketplaces. So, when it comes to launching our new Soundbars, we’re not starting from scratch. We’re leveraging our established brand reputation, customer trust, and market expertise to ensure a successful introduction. Our customers know they can rely on us for top-notch audio experiences, and we intend to deliver just that with our Soundbars.

From distribution to marketing, we’ll capitalize on our existing infrastructure and customer relationships to maximize the reach and impact of our new products. We’re committed to maintaining the high standards that BOULT is known for, and we’re excited to bring that same level of excellence to our Soundbars. In essence, our past successes in the audio and wearable markets serve as a springboard for our entry into the soundbar category. With our track record of delivering quality, affordable products and our customers’ trust behind us, we’re confident that BOULT Bassbox Soundbars will make a splash in the market.

Digit: Design is often a key factor in audio products. What design principles guided the creation of BOULT Sound Bars?

Varun Gupta: We’re all about putting design at the forefront of everything we do. The Soundbars are no exception. We’re a design-first brand, with a team of talented designers who are passionate about creating products that not only sound incredible but also look amazing in your home. When it comes to our Soundbars, every design decision is made to seamlessly integrate them into your living space while enhancing the overall ambiance. We pay close attention to every design element, ensuring that each one not only contributes to exceptional audio quality but also enhances the visual appeal of your home. With a modernistic and premium touch, our soundbars are more than just audio equipment – they’re statement pieces that effortlessly blend with your existing system, adding a touch of sophistication to any room. Whether it’s sleek lines, premium finishes, or intuitive controls, every detail is carefully curated to create a product that not only sounds great but also looks stunning in your home.

Digit: User experience is crucial for any home audio product. How does BOULT ensure a seamless user experience with its Sound Bars?

Varun Gupta: We understand that user experience is paramount when it comes to home audio products, which is why we go the extra mile to ensure that our Soundbars offer a seamless and enjoyable experience for all users. From the very beginning, our focus has been on designing Soundbars that are intuitive and user-friendly. We’ve streamlined the setup process and made sure that operation is as simple as possible, so whether you’re a tech whiz or a complete novice, you’ll have no trouble getting up and running with your BOULT Bassbox Soundbars. But we didn’t stop there. We’ve also incorporated smart features like seamless Bluetooth connectivity and voice control compatibility, so you can easily connect your devices and control your soundbar with just your voice. It’s all about enhancing convenience and making sure that using your Sound Bar is a breeze. Of course, none of this would matter if the sound quality wasn’t up to par. That’s why we’ve put our Sound Bars through rigorous testing to optimize sound quality and ensure that you get an immersive audio experience no matter what your home environment is like. Whether you’re watching a movie, listening to music, or playing games, you can count on your BOULT Bassbox Soundbars to deliver crystal-clear sound that brings your entertainment to life.

Digit: Looking ahead, how does BOULT envision the Sound Bars category evolving for the company? Any plans for expansion or new innovations?

Varun Gupta: Looking ahead, we see the Soundbar category as a key area for growth and innovation. With our commitment to expanding our product range and staying at the forefront of the consumer electronics sector, we’re excited to introduce new offerings that cater to the evolving needs of our customers. One of the main focuses for us is addressing the significant gap in the market for the quality of affordable soundbars in India. We recognize the demand for accessible yet high-quality audio solutions, and we’re determined to fill that void. That’s why our upcoming soundbars will be aggressively priced, making premium audio experiences more attainable for everyone. But it’s not just about affordability – we’re also dedicated to enhancing the overall user experience. We understand that consumers are increasingly interested in home entertainment systems, particularly in creating immersive home theater experiences. To meet this demand, we’re planning to introduce advanced features that elevate audio quality and user experience to new heights.

Digit: Could you share some insights into the market research that went into deciding to introduce Sound Bars? What consumer needs or trends did you identify?

Varun Gupta: We noticed a clear demand among consumers for premium audio experiences right in their living rooms. People want that theater-quality sound without having to leave the comfort of their homes. So, we knew there was a gap to fill. Then, there’s the design aspect. We found that consumers are looking for sleek, space-saving solutions, especially in urban areas where every inch of space counts. Our Soundbars are designed to not only deliver top-notch sound but also to look great and fit seamlessly into any home decor. Ease of use was another big factor. People want something they can just plug in and start using without any hassle. So, we made sure our soundbars are super easy to install and operate, catering to consumers who value convenience. Of course, wireless connectivity was a must-have. Nobody wants to deal with tangled cords anymore. That’s why our devices feature advanced wireless options like Bluetooth and Wi-Fi, giving consumers the freedom to stream their favorite music wirelessly.
And lastly, affordability was key. We wanted to offer a high-quality audio solution that wouldn’t break the bank. Our soundbars provide superior sound quality at a price point that’s accessible to everyone.

Digit: Can you give us some details on the models, their core specs, Dolby certifications, the number of drivers in each mode, and finally the most important aspect, the pricing?

Varun Gupta: The Bassbox X180 features 4 drivers, while the Bassbox X120 boasts 2 drivers within the soundbar. Both models come with a remote control and soundbar control panel, offering Bluetooth V5.3, AUX, USB, Optical, and HDMI(ARC) connectivity. They are compatible with Smart TVs, Computers, Laptops, Mobiles, Projectors, iOS, and Gaming Consoles. However, neither model includes Dolby certifications or DTS support. The launch prices are as follows: Bassbox X180 – Rs. 5,999 and Bassbox X120 – Rs. 4,999.

Digit: While we do understand that at the given super aggressive price points, you cannot expect Dolby certifications, however in the future can we expect higher-end models with Dolby Atmos technology?

Varun Gupta: While Soundbar is a new category for us, we are really excited about this diversification. As a consumer-first brand, as the demand for soundbars increases and adds to our growth trajectory, we are confident in exploring premium technology models. With a clear opportunity emerging, we are committed to meeting the evolving needs of our customers by considering the integration of advanced features.

Digit: Which channels do you plan to leverage to sell these, will these be online exclusive like most Boult products?

Varun Gupta: Our products will currently be available for purchase exclusively on Flipkart and through our Direct-to-Consumer (D2C) platform. The second phase will be to leverage expanded retail channels which we have been concentrating on growing since 2023.