Founded in 2013, boAt offers wide-ranging, high-quality and aspirational lifestyle-focused consumer products at accessible price points, under their brands.
These are in multiple high growth consumer product categories (i) audio, (ii) wearables (smartwatches), (iii) gaming accessories, (iv) personal care appliances (v) mobile accessories. The portfolio includes products under the flagship “boAt” brand, as well as under other brands such as “RedGear”, value-oriented gaming accessories brand, “TAGG”, the premium audio and wearables brand, “Misfit”, the personal care and grooming sub-brand, and “DEFY”, the value-oriented audio brand.
As on Sept 2021, 83.13% of revenue was derived from the audio category, 14.05% from the wearables category, and 2.82% from the other category. For the second quarter of FY 2022, they were ranked #1 in India among the wireless hearables brands by value and volume and #2 among smartwatch brands in India in terms of volume. They are a digital-first consumer products company and one of the largest Indian digital-first brands in terms of revenue. They grew their revenue from operations at a CAGR of 141.18% between FY 2019 and 2021.
ABOUT THE INDUSTRY
Their share of the online retail market has grown from approximately 25% in 2018 to 32% in 2020, led by a sizable market of mature, urban, and high-income users in India. Digital-first brands are projected to continue with their market growth trajectory and attain approximately 43% share of the online retail market by 2025.
Strengths And Risks + Leading Indian Digital First Brand: boAt's digital-first business approach gives them inherent competitive advantages compared to traditional consumer brands, e.g. better reach to the new-age consumer, (ii) increased accessibility through the online channel, (iii) a wider assortment and depth of products, (iv) the creation of innovative product lines.
+ Strong Brand Positioning: Since the launch of flagship brand “boAt” in 2014, company has consistently invested significant resources in building the strength and appeal of the brand. For the third quarter FY '22, as per Flipkart’s brand awareness index, “boAt” brand enjoyed the highest brand awareness score in the personal audio and wearables segments. Company has successfully replicated the success of the brand across multiple product categories.
+ Professional, founder-driven management team: The management team comprises of a diverse group of industry professionals having deep commercial experience and expertise across various disciplines, including the consumer lifestyle and technology industry. The founders with deep domain expertise, an impressive track record and have demonstrated an ability to successfully create, build and grow the business.
+ Platform Capabilities: Company has made significant investments in developing the capabilities of our platform in the areas of design, research and development of products, technology relationships and supply chain and manufacturing. This differentiates them from competitors who may not have an established product development channel focused solely on India.
which we are able to leverage as we grow our business.
- Changing Customer Preferences: If the company fail to successfully identify and respond to changing customer preferences and market
developments in a cost-effective and timely manner, the ability to generate revenues and grow their
business may be adversely impacted.
- High Competition: boAt operates in an industry with several competitors, including large and established ones. If the company fails to compete successfully against existing or new competitors, it may reduce the demand for their products and services, may lead to reduced prices, margins, profits and market share.
- Contract Manufacturers: They rely on a number of third-party contract manufacturers and component suppliers for production. Any shortage and cessation in supply from these contract manufacturers or component suppliers could adversely affect their business and cash flows.
- Segment Concentration: Their business is concentrated in the audio as well as to a lesser extent the wearables category, and
variations in consumer demand as well as market sentiment for these product categories could
adversely affect the business.
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