BoAt (legal name "Imagine Marketing Services Pvt. Ltd.

") is an India-based company which

was incorporated in November 2013. BoAt markets earphones, headphones stereos, travel
chargers, and premium rugged cables.

BoAt designs and markets a variety of audio-focused consumer electronics, including

wireless earbuds, wired headphones, wireless speakers, home audio equipment, smart
watches, and an assortment of mobile phone accessories.

BoAt distributes a line of wireless earbuds under the brand name Airdopes. As of mid-2020,
the manufacturers suggested retail price (MSRP) for BoAt's Airdopes line ranges from
₹3,999 (approx. $53) to ₹6,999 (~$92).

Like competing brands and models of wireless earbuds, BoAt's Airdopes line
features Bluetooth connectivity, which enables truly wireless use, as well as carrying cases
that include built-in batteries to charge the wireless earbuds when not in use.

BoAt distributes a line of teathered wireless earbuds under its Rockerz and BoAt brands. As
of mid-2020, the undiscounted MSRP of BoAt's tethered wireless earbud offerings range
from ₹2,990 ($39) to ₹4,990 ($66).

Like truly wireless earbuds, tethered earbuds do not connect directly to an audio source
(like the audio-out port on a mobile phone, computer, or stereo). However, tethered
wireless earbuds are connected to one another via a wire, or are connected to a band which
houses the batteries, controls, and onboard processors which drive the speakers in the
earbuds. Depending on the model, the connecting wire or band is worn behind the head or
around the neck of the wearer, as if it was a lanyard.

Marketing and promotion

BoAt promotes its products through a combination of influencer marketing and brand tie-
ins with sports teams and public events.
BoAt calls its brand influencers "BoAtheads." Its brand influencers include Indian singers
like Neha Kakkar and rapper Naved Shaikh (also known as Naezy), as well as athletes like
cricketers Hardik Pandya and Shreyas Iyer, among others.
The company has done brand tie-ins with sports franchises like cricket teams Chennai Super
Kings and the Mumbai Indians. Additionally, BoAt has co-branded its audio devices with
music events like Sunburn Festival and other large-scale events like the Lakmé Fashion
Week.

Leadership
Co-founders
BoAt was co-founded by Aman Gupta and Sameer Ashok Mehta.

 Aman Gupta is co-founder and chief marketing officer of BoAt. Prior to co-founding
BoAt, Gupta was the director of sales at Harman International, where he oversaw a
portfolio of consumer electronics brands including JBL, Harman Kardon, and AKG
which Harman International distributes in India. Gupta's first entrepreneurial
experience was as co-founder and CEO of Advanced Telemedia Pvt Ltd, which helped
launch global brands such as Beats Audio, Sennheiser, and Telex, among others, in
the Indian market.
 Sameer Ashok Mehta is co-founder of BoAt. Mehta had entrepreneurial and
executive leadership experience prior to co-founding BoAt. He is an owner
of Redwood Interactive, which distributes computer gaming hardware and
peripherals under the Redgear brand. Mehta is also director at Kores India, a
business owned by his family. Mehta was appointed to his directorship at Kores India
Limited in February 2010.

boAt Co-founder and CEO Aman Gupta tells YourStory, “We have tried to change the
consumer mindset. We don’t sell our products as electronics only. We sell them as lifestyle
accessories. We are trying to portray that our products can be a part of your everyday
fashion.”