Noise Buds Xero Launch Signals Premium Push for Indian Tech Brands

Noise Buds Xero
Noise Buds Xero launch highlights the ambition of Indian tech brands to move into premium markets. Will consumers embrace the change?

Indian audio and wearable brand Noise has made a bold move into the premium audio segment with the launch of the Noise Buds Xero true wireless earbuds. Priced at Rs. 5,999, the Buds Xero go head-to-head with offerings from established players like Samsung and Sony, highlighting a shift for Indian tech brands eager to break into the higher price-point market.

The Noise Buds Xero arrive with an ambitious set of features aimed at justifying their premium price tag. Active noise cancellation (ANC) is a top draw, promising a distraction-free listening experience. This is complemented by a transparency mode, which lets users be aware of their surroundings when needed. Call quality gets a boost with environmental noise cancellation (ENC) for clear voice transmission in noisy settings.

Noise has made notable strides in recent years, building a reputation for affordable wearables. Yet, the Buds Xero mark a shift in strategy. The company recognizes a growing appetite for premium tech products amongst Indian consumers, especially the younger demographic with rising disposable incomes. The push into the premium segment aims to enhance the brand’s image and drive aspirations amongst its loyal consumer base.

The Buds Xero come equipped with features like AI-powered Environmental Noise Cancellation (ENC) for crystal-clear voice calls and active noise cancellation (ANC). They also support Bluetooth 5.3 and offer long battery life with up to 40 hours of playback with the charging case.

In terms of audio, Noise promises “thumping bass”, indicating a sound signature geared towards popular genres. The earbuds feature 10mm drivers and include SBC and AAC audio codec support. Touch controls offer convenient music and call management. Battery life is stated at up to 40 hours with the included charging case, and the earbuds themselves offer up to 8 hours on a single charge with ANC turned off.

With the Buds Xero’s mix of premium features, aggressive pricing, and established brand recognition, Noise seems well-positioned within the growing premium earbuds market in India. The launch signifies a coming-of-age for Indian tech brands, demonstrating their ambition to break the mold and compete directly with international giants.

The move towards premium offerings within the Indian tech landscape isn’t limited to Noise. Smartphone brands like Vivo and OnePlus have steadily increased their flagship phone prices, challenging the dominance of Apple and Samsung in that segment. The Noise Buds Xero’s success or failure could be an indicator of whether Indian consumers are ready to embrace higher-priced devices from domestic brands associated primarily with more affordable products.

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Swayam Malhotra

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