Direct-to-consumer wearables brand Noise has received a strategic investment from US-based audio equipment maker Bose as part of the series A funding round.

The brand will utilise the funds to strengthen its research, design, and diversify its portfolio to meet consumer preferences in the Indian market.

Commenting on the partnership, Amit Khatri, co-founder of Noise in a statement said, “It’s about the right partnership at the right time, and we firmly believe that our strategic alliance with Bose will be a pivotal juncture in our journey towards revolutionizing the future of smart wearables realm. Bose’s belief in us validates our relentless pursuit of innovation, aimed at delivering transformative technology for today’s consumer.”

Nicholas Smith, senior vice president of strategy and business development at Bose added, “As we looked at the opportunity to reach more people with the benefits of our technology in India, investing in Noise became an obvious choice. Their leadership in the wearables category and understanding of their customers will allow us to collaborate and bring new, differentiated products to a growing market.”

Noise, which holds the second position in the overall wearables segment, aims to raise more funds. The investment figure and the quantum of stake acquired by Bose remain undisclosed.