boAt launches in UAE: India's top homegrown audio brand marks its Gulf market debut
TL;DR:
boAt
entered the
UAE
market in July 2025 as India's top audio wearables brand and the world's No. 3 per IDC rankings.
The brand is offering its full range, including earbuds, headphones, speakers, and smartwatches via online platforms and select retail stores.
Co-founder and CMO
Aman Gupta
has positioned the UAE launch as part of a broader
GCC expansion
, emphasizing localised storytelling, digital-first engagement, and community-driven campaigns.
boAt now manufactures around 70% of its products in India, scaling production while balancing quality and local sourcing.
In July 2025, boAt officially entered the UAE market, a milestone for a brand that needs no introduction back home in India. boAt is recognised as India's No. 1 and the world's No.
3 audio wearables brand (per IDC data) and is offering its line-up including true wireless earbuds, headphones, portable speakers, and smartwatches across online and offline sales channels.
The debut marks its first step into the Middle East market with a full multi-channel strategy and tailored messaging to appeal to UAE audiences.
Who Is Aman Gupta And Why It Matters
Aman Gupta is the Co-founder and Chief Marketing Officer of boAt Lifestyle and a founding judge-investor on Shark Tank India.
With prior careers at Citi, KPMG, and Harman, he launched boAt in 2014 with business partner Sameer Mehta. The brand grew rapidly to lead the Indian audio and wearables space, surpassing both local and global competition. boAt now records annual revenue of approximately ₹3,000 crore (USD 360M) and is among the top five wearable brands worldwide.
At events like Fortune India's TheNext500, Gupta emphasised that boAt's international expansion, beginning with markets like the UAE and Bangladesh would ramp up from fiscal year 2025 onward.
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His strategy involves controlled, brand-aligned growth rather than rapid global scale-up.
Entry Strategy & Local Engagement
boAt's UAE entry rests on three pillars:
Product range
: Offering its full catalog, including audio wearables and smartwatches, with competitive pricing and features tuned for Gen Z and millennial consumers.
Retail strategy
: Launching via omnichannel, official online presence and partnerships with offline stores.
Brand positioning
: A bold 'Don't Be a Fanboy' launch campaign conceptualised by Moonshot UAE tapped into boAt's playful yet disruptive spirit. According to Sameer Mehta (CEO, co-founder), the UAE, with its tech-savvy youth, high digital activity, and deep Indian diaspora, is an ideal market for boAt's expansion.
As per Gulf Business, Gupta added:
'boAt is built around community, culture, and design… we see a gap between ultra-premium global players and low-cost generic products. That's where boAt fits.'
He emphasised that local influencer collaborations and storytelling would drive awareness and affinity.
Make in India: From Import to Local Manufacturing
Aman Gupta has often spoken about boAt's shift from being a fully imported brand to gradually increasing local production. In 2023, he announced that 70% of boAt products are now manufactured in India, compared to nearly zero pre-COVID. In 2022, boAt became the first Indian wearable brand to produce over one crore (10 million) items in a year. A joint venture with Dixon Technologies and a 2.5 lakh sq ft facility in Noida support these efforts.
Why the UAE Launch Is Timely in July 2025
As of late July 2025, boAt's UAE debut holds broader significance:
Regional expansion
: With GCC inflation stabilising and consumer tech demand rising, boAt is executing Aman Gupta's FY25+ global blueprint. Markets like Saudi Arabia, Qatar, and Oman are logical next steps.
Lifestyle tech demand
: UAE's high income levels and appetite for fitness, gaming, creator culture, and digital music align well with boAt's youth-focused product offering.
Brand authenticity
: boAt's price-to-performance positioning resonates among consumers seeking an alternative to premium global brands without compromising on style and functionality.
Marketing resonance
: The launch campaign's tone and storytelling style indicate boAt's intention to root itself in local cultural trends while capitalising on the Indian diaspora's influence.
boAt's official launch in the UAE in July 2025 marks more than a geographic expansion. It reflects a strategic moment where India's top audio wearables brand aims to replicate its domestic success on global turf, through smart product curation, manufacturing localization, community-driven marketing, and measured scaling. With Aman Gupta at the creative helm, boAt's UAE debut presents a fresh case study in how evolving Indian tech brands can now approach global markets with clarity, cultural nuance, and authenticity
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