A case study on marketing strategy of boAt

What is it about?

With most smartphone companies not providing headphones in the box and the growth of content consumption via different OTT platforms in India, good-quality headphones at affordable prices became necessary. Aman Gupta and Sameer Mehta signed up for the challenge in 2016 and started a company called boAt. boAt managed to capture a considerable market share in a relatively short amount of time. Secondary information has been used for this study. It seems that the primary reason for this growth has been excellent quality products at affordable prices that resonate very well with generation Y and Z consumers. The fact that boAt's FY20 revenues grew to ₹701 crore proves the point. boAt had performed very well in the online market, but the question is if they will maintain this momentum while expanding into the offline market.

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