India’s leading D2C Lifestyle brand Noise closes FY22 with INR 36 Cr in Profit

Noise Wearables

Noise, an Indian lifestyle technology brand was founded by Amit Khatri and Gaurav Khatri in 2014. Noise deals in smartwatches, wireless earphones, and speakers. They sell the products on their website and online marketplaces like Amazon and Flipkart.

The company is renewing its focus on smart wearables & hearables. They are aiming to become the biggest player in the Indian market, a household name with young, highly tech-savvy Indian consumers and a brand Indians are proud of.

As per the financial statements, the total revenue for the financial year was INR 793 crores for the company from its operations. The company had a non-operating revenue of INR 12.17 crores from investments.

On the cost sheet, the company has mentioned the procurement cost of materials as its highest expense. It accounted for INR 597 crores during the year. The company has invested highly on its marketing activities, they have tied up with big names like Virat Kohli, Rishabh Pant, and Taapsee Pannu as their endorsers. The marketing expenditure of the company for FY22 was INR 89.5 crores.

They have spent INR 21.5 crores on employee benefits and another INR 14.7 crores on warranty claims. With this, the total expenditure for the year reached INR 757 crores. As a result, the overall profit at the end of the year was INR 36 crores. 

As per financial analysis, the company’s ROCE and EBITDA at the end of the year were 49.46% and 5.84% respectively. And, it has been observed that the company has spent INR 0.95 for generating INR 1 as its revenue.

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