boAt, the leading audio wearables brand in India and ranked third globally, has officially entered the United Arab Emirates market, marking a significant step in its international expansion strategy. The move brings the brand’s growing portfolio of affordable yet design-led audio and wearable products to one of the region’s most digitally engaged and youth-driven markets.
boAt’s launch in the UAE includes a wide selection of its consumer tech products—ranging from TWS (True Wireless Stereo) earbuds and headphones to portable Bluetooth speakers, large home audio devices, and smartwatches. The products will be available via a hybrid retail model, including online platforms and brick-and-mortar stores, ensuring broad accessibility for consumers across the Emirates.
The expansion is targeted and deliberate. boAt is focusing on regions with strong cultural and consumer affinities to its home market, India. In particular, the UAE’s significant Indian diaspora and its tech-savvy, value-conscious youth segment made it a natural fit for the brand’s first foray into the Middle East. The company is positioning itself to compete not just on price, but through a combination of functionality, trend-led design, and wide product variety.
As part of its UAE debut, boAt has launched a marketing campaign titled “Don’t be a Fanboy,” produced by Moonshot UAE, signaling the brand’s confident entry into a competitive market. The campaign, which aired across Instagram Reels, takes a tongue-in-cheek approach to challenging brand loyalty in a category often dominated by global tech giants.
Sameer Mehta, Co-founder and CEO of boAt, commented on the expansion:
“Our launch in the UAE is a pivotal moment in boAt’s international growth story. We’re entering a market that mirrors India in many ways—digitally fluent consumers, a strong appetite for tech, and a demand for value-driven innovation. We look forward to bringing the full boAt experience to the region.”
boAt’s parent company, Imagine Marketing Limited (IML), has built its reputation on offering lifestyle-centric, technology-enabled products at accessible price points. With a strong presence in India and growing global ambitions, IML has partnered with tech leaders like Qualcomm and Dolby to deliver high-quality performance across its range. The company is also backed by prominent investors including Warburg Pincus affiliate South Lake Investment Ltd, Qualcomm Ventures, and Fireside Ventures.
In 2024, boAt was ranked the No. 1 personal audio brand in India by value and volume (Redseer), further cementing its status as a category leader.
With the UAE launch now underway, boAt is setting the stage for deeper regional engagement in the Middle East, particularly in markets where youth, tech, and lifestyle intersect. The brand’s global footprint is growing, and its next-generation products are already turning heads in a region where consumer expectations are high—and rising.
