“We didn’t just want to build a headphone company. We wanted to build a youth movement.” – Aman Gupta
In 2016, a furious young man sat at his work in Delhi, unhappy that his pricey imported earbuds had failed yet again. That man was Aman Gupta. He was not only dissatisfied with the music system he bought, he was fed up with a system that forced Indians to choose between expensive multinational brands and low-cost, unreliable alternatives.
Turning his frustration into a purpose, he partnered with entrepreneur Sameer Mehta, and together they took a brave decision:
Let’s develop a brand for ourselves. For India. By India.
And with that, boAt was born.
The Dream
BoAt began in a small room with a whiteboard, potent chai, and more ambitious goals than money before it became a household name.
Aman would frequently recount how he once observed a young man debating between a pair of pricey JBL headphones and a low-cost Chinese brand while standing at a store in a mall in Delhi. “Why should this guy have to choose between style and price?” he asked himself. How come he can’t have both?
That experience stuck with him, and it became the goal of boAt: to provide young people with durable, fashionable, and reasonably priced audio equipment.
Their initial product was a durable, tangle-free charging cord. In a matter of weeks, it sold out. Encouraged, they went on to introduce earphones, and the success was only getting started.
Made in India- Designed for India
In contrast to international companies, boAt did not see its customers in peaceful parks or libraries.
They pictured them dancing at college festivals, walking in the Banglore rainy weather, sweating in Delhi gyms, and navigating the hustle of Mumbai local trains.
Their goods needed to be cool enough to go with the outfit of the day, sweat-proof, and dust-proof in order to survive in India.
Priya from Pune, a college student, described how her boAt Rockerz headphones saved her life during the epidemic.
“I used them for everything—late-night Netflix, exercises, and online classes. Even after the Wi-Fi stopped working, they continued to support me.”
“I couldn’t afford Bose,” shares Karan, a Jaipur-based musician and another enthusiast. However, boAt provided me with the bass I required without breaking the bank.
There were stories like these everywhere.
“Plug into Nirvana.”
This was not merely a slogan. It was boAt’s way of saying, “Forget the noise.” Listen to what’s truly important.”
Unlike other brands that use technical terms like “sound drivers” and “frequency response,” boAt emphasized the importance of good sound. Cool fashion. Excellent value for money.
Suddenly, wearing boAt was more than just about music; it was also about being fashionable, stylish, and confident.
On Instagram, users began referring to themselves as #boAtheads. They posted photographs and videos of their boAt gear while dancing, working out, learning, or simply relaxing.
boAt’s advertisements were packed with excitement, with bright colors, modern sounds, and young stars. No dull sales pitch. It’s just pure vibrations.
They did not say “Buy our headphones.”
They stated, “Join the movement. Feel the rhythm. “Plug into Nirvana.”
Millions did.
Global Waves and Homegrown Roots.
Fast forward to 2023. BoAt was no longer simply an Indian phenomena.
They had created ripples in more than 20 countries, with followers ranging from New York to Nairobi.
They even collaborated with THX Ltd., a global audio technology company, to bring cinema-quality sound to your pocket. Despite going worldwide, they remained rooted.
50% of its products are now manufactured in India, creating jobs and strengthening the country’s technological capabilities.
Aman frequently states,
“People said we couldn’t make world-class products in India.” We proved them wrong—in style.”
Touching the Chords
BoAt’s journey from a little Delhi startup to one of the leading audio brands in the world is quite remarkable.
We didn’t merely create a product, as Aman Gupta states. We formed an emotion. We built a tribe.
And that group of people—young learners, creative artists, sportsmen, aspirers and doers—continues to expand every day.
Thus, whether you are studying late at night, dancing on a rooftop, or relaxing on a train journey,
There’s just one question that needs to be asked:
Have you plugged into Nirvana?
Frequently Asked Questions
1. What is boAt?
boAt is an Indian consumer electronics brand selling audio products, wearables and charging accessories, including earphones, headphones, speakers and smartwatches. It is operated by Imagine Marketing Ltd.
2. Who founded boAt?
Aman Gupta and Sameer Mehta. Gupta became widely known as a judge on Shark Tank India, which made him the public face of the brand.
3. When was boAt founded, and where is it based?
Regulatory filings describe Imagine Marketing as founded in 2013 and headquartered in Mumbai. Your article places the origin in 2016 in Delhi, and other reports say the boAt brand launched around 2015. Founding year and company incorporation can differ, so it’s worth picking one clearly worded line before publishing.
4. What does boAt’s tagline “Plug into Nirvana” mean?
It positions boAt products as a way to tune out distractions and enjoy music, fitness and downtime. The brand uses it to sell a feeling and lifestyle rather than technical specs.
5. Why did boAt become so popular in India?
Mainly because of pricing, design and marketing. It offered stylish products at accessible prices, built a strong social media community, and used celebrity and influencer partnerships to reach young buyers.
6. How big is boAt?
In FY25, boAt reported revenue of about ₹3,070 crore, a profit turnaround, and 34 million units sold. That was slightly below the ₹3,117.67 crore reported in FY24, a decline of about 1.4%.
7. Is boAt a listed company?
Not as far as I could confirm. Imagine Marketing filed updated papers with SEBI for an IPO of up to ₹1,500 crore, made up of a ₹500 crore fresh issue and a ₹1,000 crore offer for sale. One report said the IPO had been deferred for a second time. Check for the latest status before publishing.
8. Who owns boAt?
According to the updated filing, South Lake Investment is the largest shareholder at 39.35%, followed by co-founders Aman Gupta (24.76%) and Sameer Mehta (24.75%). Shareholding can change, so treat this as a snapshot.
9. Has boAt faced any controversies?
Auditors flagged inconsistencies between financial information given to lenders and the company’s own books across FY23, FY24 and FY25. The co-founders also stepped back from executive roles in late 2025, according to reports. These points are relevant to investors, though they don’t take away from the brand’s popularity among consumers.
10. Is boAt made in India?
The brand is Indian, and your article says about half its products are manufactured in India. I couldn’t verify that percentage, so I’d either source it or soften it to “a growing share of products are made in India.”
11. Does boAt sell outside India?
Your article says boAt has a presence in more than 20 countries. I couldn’t confirm this, so it’s best to add a source or remove the number.
12. How can I choose the right boAt product?
Match the product to how you use it. Rockerz and Airdopes are its headphone and earbud lines, Stone covers speakers, and its watches cover fitness tracking. Check battery life, water resistance rating and reviews before buying.
