Khatri: Competing on commodity hardware is an unviable race to the bottom
Amit Khatri · Ep #23 | WTF are Consumer Electronics? | Nikhil ft. Carl Pei, Rahul Sharma & Amit Khatri · Nikhil Kamath · Apr 26, 2025 · at 2:00:41
Amit Khatri, co-founder of Indian wearables brand Noise, offers strategic advice for founders entering the consumer electronics market.
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“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 there.”
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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.”