Imagine Marketing Private Limited, the creator of the popular accessories brand boAt today announced a 50-50 joint venture with Dixon to manufacture wireless audio products in India. The companies said that they will co-invest in the evolving Indian mobile accessory market, thereby paving the way towards “Make in India” in this category.
The association will enable the companies to meet the evolving needs of customers by delivering high-quality and aspirational lifestyle-focused hearable solutions, backed by quality manufacturing and robust R&D.
boAt said that its in-house research and development team in boAt Labs has 25+ engineers who are instrumental in customizing and designing products specifically for the Indian consumer.
boAt and Dixon said that they are committed to developing and supporting the manufacturing ecosystem in India. boAt’s understanding of the audio industry combined with Dixon’s manufacturing capabilities will facilitate a vibrant platform for electronics accessories design and manufacturing in India, added the company.
The companies will focus on IP, product design and quality assurance, and high-quality manufacturing, paving way for the “Make in India” initiative.
Commenting on the joint venture, Sameer Mehta, Co-Founder and Chief Product Officer, Imagine Marketing Pvt. Ltd, said:
We are pleased to commence this joint venture with Dixon, that will enable us to deliver high-quality products at affordable prices to our rapidly emerging online audience of young, digitally-enabled and trend-conscious consumers in India and globally. Combining the capabilities of boAt and Dixon, in the electronic manufacturing services (EMS) space, we aim to build a strong manufacturing base and ecosystem in India. Ramping up domestic production will significantly help in enhancing India’s share in the global markets contributing to the vision of an Aatmanirbhar Bharat. It will also give an impetus to build in-house design capabilities and to develop lifestyle-oriented products to delight our “boAtheads”.
Atul B. Lall, Vice Chairman & Managing Director, Dixon Technologies Limited, said:
Over the years, boAt has built strong brand equity, capitalizing on its early-mover advantage with strong growth momentum through their high quality audio devices which are known for their style and efficiency. Through our partnership, we aim to provide boAt with a faster ability to scale up manufacturing in India with our low-cost structure, high quality and superior execution track record. We strive to develop innovative products with boAt for not only the discerning Indian consumers but also for global markets.