`boAt` Lifestyle- Can it Sail in Choppy Waters?

Case Code: MKTG446
Case Length: 8 Pages
Period: -
Pub Date: 2023
Teaching Note: Available

Price: Rs.200
Organization : Imagine Marketing Limited (boAt)
Industry :Electrical & Electronics
Countries : India
Themes: Marketing Strategy, Brand Strategy, Product Strategy & Design,Branding Strategy

Abstract Case Intro 1 Case Intro 2 Excerpts

Introduction

On October 28, 2022, Imagine Marketing Limited (boAt), a lifestyle brand based in India that made fashionable audio products and wearable, announced that its existing investor Warburg Pincus along with Malabar Investment had invested Rs. 5 billion in the firm. boAt planned to utilize the funds to bring out new products in its smart watches segment and enhance its local manufacturing facilities in India. Aman Gupta (Gupta), Co-Founder and CEO of boAt, said, “We now want to make smart watches our second core and will replicate the boAt digital playbook to become global leaders in this category as well..

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