~ Strategic UAE launch marks a milestone in boAt’s international growth journey
Dubai, July 16th, 2025
boAt, India’s No.1 and World’s No.3 audio wearables brand (Source: IDC report), today announced its official entry into the United Arab Emirates (UAE), marking a milestone in its international expansion journey.
As part of this launch, boAt will offer its portfolio of audio products and smart wearables, including TWS (True Wireless Stereo) earbuds, headphones, portable speakers, large audio, and smartwatches. These products will be available through an omnichannel retail presence, across both online platforms and offline stores.
This expansion is aligned with boAt’s strategic vision to expand in a focused manner in select countries in the Middle East, that have a large Indian diaspora or population with similar tastes and preferences as India. The focus remains on young, digitally enabled consumers in such target international markets. Signalling its intent to disrupt,boAt kicked off its UAE presence with a daring ‘Don’t be a Fanboy’ campaign, shot and conceptualised by Moonshot UAE. Instagram links –
“Our expansion into the UAE represents a defining step in boAt’s mission to expand our distribution in select countries in the Middle East,” said Sameer Mehta, Co-founder and CEO of boAt. “These are dynamic markets with a large base of young, digitally enabled consumers who align with boAt’s DNA of innovation. We are excited to introduce the boAt experience to theUAE.
About Imagine Marketing Limited:
Incorporated in India, Imagine Marketing Limited (IML) operating primarily under the “boAt” brand, offers a product portfolio ranging from audio, wearables and charging solutions products. Under the Imagine umbrella, boAt was incorporated and was able to disrupt the audio industry to become the #1 in India in branded personal audio companies in value and volume for Calendar Year 2024 (Source: Redseer report). boAt’s portfolio offers well-designed, lifestyle-oriented, technology-enabled products at accessible price points targeted at a young and digitally enabled consumers. IML has associated itself with global names such as Qualcomm-power products and Dolby enabled audio features to innovate their products and is backed by South Lake Investment Ltd, an affiliate of the Warburg Pincus Group, Qualcomm Ventures LLC and Fireside Ventures Investment Fund I (Scheme of Fireside Investment Trust).
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