‘We Do Not Want to Be Inaccessible’: Boult Co-Founder Varun Gupta on Premiumisation & Growth

🎧 Boult Co-Founder Varun Gupta on Premiumisation, Global Expansion, and Responsible Tech

At the launch of its latest smart audio devices, Boult co-founder Varun Gupta shared the company’s vision for innovation, premiumisation, and global growth. Unlike competitors focusing on luxury pricing, Boult is committed to delivering “accessible premium” audio solutions.

🚀 Boult’s Vision: Quality Over Marketing

During the product launch event in collaboration with Ford Mustang, Varun Gupta emphasized that Boult is a product-first company, not a marketing-first company. He clarified, “We’re not a marketing platform; we’re a brand that builds innovative products with real consumer value.”

⚡ Premiumisation Strategy: What Sets Boult Apart?

Unlike competitors introducing overpriced flagship models, Boult is taking a different route. The company is focusing on enhanced product quality and technology upgrades without making devices unaffordable.

• Balanced Pricing: Boult aims to increase premium features by 30-50%, not by 500%.
• No "Vanity Partnerships": Unlike brands selling exorbitantly priced luxury models, Boult wants to maintain mass appeal.
• Genuine Collaborations: The Ford Mustang collaboration goes beyond branding—Boult worked directly with Ford’s USA design team.

🎨 Boult x Ford Mustang: A True Design Collaboration

The Boult x Ford Mustang collaboration is not just a branding exercise. Boult worked closely with Ford’s USA design team to incorporate Mustang’s legacy and aesthetics into the product lineup.

🔹 Key Design Elements Inspired by Mustang:

• Signature Stripes & Colors: Iconic Ford Mustang color schemes integrated into Boult’s new audio devices.
• LED & Texture Details: Custom-built LED accents and grill texture matching Mustang’s sporty appeal.
• 1+ Year Design Process: The entire development took over a year, including eight months of fine-tuning product quality, finish, and packaging.

📉 Audio Market Challenges & Boult’s Profitability

Gupta pointed out that the smart audio industry is experiencing stagnation. However, while competitors are losing money, Boult has remained profitable.

Brand	Market Status	Profitability
Boult	Expanding product range	Profitable
Competitors	De-growing & facing losses	Unprofitable

🌍 Global Expansion: Boult’s “Make in India” to “Make for the World” Strategy

Boult is now focusing on expanding its global footprint. According to Gupta, the company has successfully executed a three-stage growth strategy:

• Phase 1: Make in India – 99% of Boult’s products are manufactured in India.
• Phase 2: Make for India – Optimizing designs and technology for Indian consumers.
• Phase 3: Make from India for the World – Expanding internationally.

🌏 Boult’s International Markets:

• United Kingdom
• Nepal
• Upcoming Expansion: Southeast Asia, Europe, and the USA

📊 Challenges of Going Global

Gupta highlighted the challenges Indian brands face when expanding internationally:

• Higher ASPs (Average Selling Prices): Developed countries have higher pricing expectations.
• Regulatory Hurdles: International markets require strict certifications & licensing.
• Consumer Expectations: Higher demand for premium quality & after-sales support.

🔊 Responsible Technology: Boult’s Commitment to Safe Audio Devices

With growing concerns over the health impact of noise-canceling headphones, Boult is prioritizing safe listening. Gupta emphasized:

• Safe Sound Levels: Boult ensures volume limits that do not damage hearing.
• Magnetic On-Off Features: Neckbands with automatic power off to prevent prolonged exposure.
• Over-Voltage Protection: Safety measures to prevent device overheating & battery risks.

🏪 Offline Expansion: Over 3,000 Retail Locations

Boult is rapidly expanding its offline presence to strengthen brand trust and legitimacy.

• Presence in 20+ Indian states.
• 3,000+ Points of Sale (POS) across India.
• Integrated online & offline strategy: Seeing a product both online & in stores increases consumer confidence.

🔮 Future Plans: Boult’s Focus on Expansion Over Diversification

Unlike other brands chasing aggressive diversification, Boult is focusing on strengthening its core categories. Gupta revealed:

“Rather than launching too many categories, we’re going deep into existing product lines.”

📦 Key Categories for 2025:

• Home Audio (Speakers & Soundbars)
• Dash Cameras (For security & travel)
• Power Banks (High-efficiency portable charging)

📢 Final Thoughts: Boult’s Road Ahead

Boult is redefining the Indian smart audio market with an **accessible premium** approach, **global expansion**, and **responsible innovation**. With a strong **“Make in India” to “Make for the World”** vision, the brand is set to compete in international markets.

🔹 Key Takeaways:

• Boult is profitable while competitors are struggling financially.
• Premiumisation at a fair price (30-50% increase, not 500%).
• Global expansion in UK, Nepal, Europe & USA.
• Responsible tech with hearing safety & quality-first designs.
• Offline retail presence in over 3,000 stores across India.

Boult is no longer just an audio brand—it’s evolving into a full-fledged smart device company. Stay tuned for more updates!