In Search of Consumer Connect
The packaging isn't subtle. One of them borders on comic art with 'Eargasm in the box' printed. The products themselves can be loud with a definitive bass bias. That's when EDM or electronic dance music gets heady. The 20 year olds love that.
Three year old boAt sells earphones, headphones, speakers, travel chargers and cables. Yet, the start up loathes to be called an electronics company; it prefers the tag of a 'lifestyle brand', a cool one that makes fashionable stuff such as cables in camouflage or denim colours for Apple products, portable speakers that are stone shaped and not the usual egg shaped, and Bluetooth headsets designed to complement those with a sense of "style, fashion, and craziness".
Aman Gupta, boAt's co founder, who calls himself 'Captain', identified the company's positioning early. Some companies were playing on price, while a few played on perception top end audio companies that market quality of sound. "We are somewhere in between," says Gupta, who started boAt with Sameer Mehta. "Products for 18 to
