Buying A Smartwatch? Noise COO Reveals 3 Things You Should Never Ignore

If you’re thinking about buying a smartwatch, it's not just about looks or brand. Utsav Malhotra, Chief Operating Officer of Noise, shared three crucial factors consumers must prioritize before making a decision:

1. Know Your Primary Use Case
Start by identifying how you intend to use the smartwatch.

"If you enjoy outdoor activities like trekking or cycling, integrated GPS capability becomes essential," Malhotra told Republic Business .
For swimmers, he recommends selecting a smartwatch with a high water-resistance rating to ensure long-term durability even in deeper waters.

2. Prioritize Data Security
Smartwatches collect sensitive personal information. Malhotra advises checking where and how your data is stored.
"Evaluating where your smartwatch data is stored is paramount," he said, adding that choosing brands using secure, encrypted servers — preferably hosted within India — offers greater peace of mind.

3. Assess the Companion App Quality
A smartwatch is only as good as its companion app.
"The quality of the companion app can significantly enhance functionality and user insights," Malhotra pointed out.

A strong app provides detailed analytics, health reports, notifications, and a smoother user experience, making it essential to assess app reviews and features before buying.

How Noise Bootstrapped Its Way to the Top

Founded in 2014, Noise took a bold path by choosing to bootstrap instead of chasing venture capital, a rare move in India's buzzing startup ecosystem.

"The business was built for it to last. For 10 years, we didn't feel the need for funding. We were growing rapidly and profitably, using accruals to reinvest," Malhotra said during his conversation with Republic Business.

For nearly a decade, Noise resisted external funding. It wasn't until 2023 that the brand brought Bose Corporation on board — not just for financial backing but for strategic expertise.
"It was the chemistry and the learning opportunity from six decades of Bose’s audio leadership that made us say yes," Malhotra added.

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Winning Without Joining the Pricing Wars
The smartwatch market in India is extremely competitive, with over 200 brands fighting for attention. Yet, Noise carved its niche by staying consumer-first, not price-driven.

"Not reacting to competition is essential. If you start reacting to someone else, you lose who you are," Malhotra noted.
This approach helped Noise maintain over 25% market share for four straight years, even as global players continued to enter the Indian market with aggressive pricing.
 

IPO on the Horizon? Noise Prefers Sustainable Growth
Given Noise’s scale and profitability, rumors of an IPO have been frequent. However, Malhotra remains grounded: "An IPO is a milestone, not the end game. We won't do it just because there's a buzz," he clarified.

And if you’re buying a smartwatch anytime soon — remember: use case, data security, and app quality are non-negotiables.