Amit Khatri
Co-Founder, Noise. On 2 shows, 2 appearances. The Shows tab opens the full record on each.
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In 2014, Amit Khatri co-founded Noise alongside his cousin Gaurav Khatri, initially selling phone accessories before pivoting into smart wearables and connected lifestyle products. Under his leadership, Noise emerged as a leading Indian smartwatch and audio brand and secured strategic Series A funding from Bose Ventures.
2shows
2appearances
35statements
12resolved
7supported
1contradicted
58%fully supported
Everything Amit Khatri said on any show that made the record, most notable first. Each card names its show and opens the statement there.
Amit Khatri: Indian founders can build hardware 30% to 40% cheaper than Western peers
“For something what they're producing for a hundred dollar, A similar great quality product Indian entrepreneur could build for, let's say, 30, 40% cheaper than them.”
Khatri: Non-invasive CGM tech will arrive on wearables in 2-3 years
“So I think in two, three years time, you'll see it there.”
Khatri: Hardware supply chains reserve new components exclusively for alpha customers
“So Nikhil, how it happens is all partners, like supply chain partners, screen, battery, or processor, they work with bigger brands, and everybody has an alpha customer on their list. Let's say Huawei would be the alpha customer on their list. So every first te…”
Khatri: Noise held over 25% smartwatch market share for 3-4 years
“We would be north of 25% for last three, four years.”
Khatri: Noise generates $150M to $200M in annual revenue
“We would be somewhere sitting we'd have been one 50 to 200.”
Khatri: 90% of Bluetooth earphones in India sell for under $25
“And interestingly, 90% devices get sold below 25 dollars, which is sub 2000 rupees.”
Khatri: Hardware differs from fashion because scale requires proprietary tech partnerships
“So I personally think technology works in a very different way. It's not like fashion where you just Create a product and sell at any price point. Technology, you need an access to partners. We were talking about all proper, a lot of proprietary things. So I t…”
Khatri: Competing on commodity hardware is an unviable race to the bottom
“No point to fight for a commodity that's a race to bottom. You buy for 20 dollars, sell for 20 dollars, somebody else will sell for 1512, 11. Have your own community, one narrow cohort of users who are selling, and that community should be your evangelist ther…”
Khatri: Samsung is developing non-invasive CGM tech at Bangalore R&D center
“Samsung has a huge R&D center in Bangalore, where they are working on blood pressure and CGM on device where it's non-invasive.”
Khatri: Early Indian gadget market lacked mid-tier options before homegrown brands
“I got exposed to international market in the West, where I could see that there are a lot of products which are there in the market, which India never had. I mean, India, it was all just super expensive brands like Apple or Fitbit, or you call cheap Chinese kn…”
Khatri: 20% of Noise's revenue comes directly from its D2C website
“We are one of the largest DTC websites where 20% of the business come from there.”
Khatri: Selling ₹500 products via D2C breaks unit economics
“So, so we realized that if you have to sell from our website, a 500 crore, a 500 rupees product cannot do justice because there is a customer acquisition cost, logistics, payment gateways you need to handle.”
Khatri: Noise scaled revenue to ₹800 crore after wearables pivot
“And then on, we pivoted ourselves to a category which was smartwatches and hearable. And from then on, it started, we grew first year, then to one 50 crores. Next year, we more than doubled. From one 50, we moved to three fifty-odd crores. And last year, we wo…”
Khatri: Wired earphones were a high-volume but zero-profit market
“If we had to go for a wired earphone market, then we had to fight with big giants like JBL, Sony, Philips, and we realized that Amit, it is not, me and Gaurav realized that it's not easy for us to do, and if we go at, It's, what do you call it? It's a red ocea…”
Khatri: Fitbit was the only smartwatch option in India initially
“We realized that there's only a Fitbit in India and there's no other option.”
Khatri: Marketplace KPIs focus on GMV rather than building brands
“When we work with marketplaces, they drive what to sell. Their KPI is not to build a brand. The KPI is to do GMV for them or get a consumer for the brand.”
Khatri: Noise is fundamentally a lifestyle brand, not a tech brand
“So, I mean, we are not a tech brand. We are a lifestyle brand. Lifestyle first and tech is an enabler to that.”
Khatri: Noise controls 27% of the Indian smartwatch market
“We are the largest brand in the country for last two years for smartwatches. We have close to 27% market share Siddharth, which means one out of every four smartwatch in the country is a noise smartwatch.”
Khatri: Noise ranks third in APAC smartwatch market solely via India sales
“We are not selling in APAC and world right now. In terms of size, we are ranked third in APAC. Asia Pacific and in, in the entire globe, if you look at the ranking, we would be number nine.”
Khatri: Selling the cheapest white-labeled electronics is unsustainable
“Doing the cheapest product is easiest. Because you do most of the time white labeling and you can't sustain because there is enough of competition. So the bigger the pocket you have, the more the business you can take.”
Khatri: Noise faced a 40% return rate on Tune Elite earphones
“We launched a product called tune elite. I'm sure some would provide we a user also of it. The procurement was not right. The supply chain team did a mistake there. And I think my customer returns were 40% there. So, I mean, I sold 200,000 units, a 100,000 cam…”
Khatri: Noise achieves sub-5% return rates against 10% category averages
“We hover around under four, five percent return. If you look at our category, category is close to eight to 10% of our return, but our returns are under five percent.”
Khatri: Indian smartwatch market is close to $1 billion in revenue
“It's close to a billion dollar market revenue.”
One line per show, most statements first. The link opens Amit's full record on that show: the calibration, argument clarity, speaking style and every statement made there.
| Show | Role there | Eps | Statements | Record | |
|---|---|---|---|---|---|
 NEON SHOWLEDGER | Co-Founder, Noise | 1 | 24 | 43% 3/7 | full record on the Neon Show → |
 WTFLEDGER | Co-Founder, Noise | 1 | 11 | 80% 4/5 | full record on WTF is with Nikhil Kamath → |