GoBoult, previously recognized as Boult, has established its reputation by providing affordable wearables aimed at India’s value-conscious consumers. The brand is now undergoing a transformation as it gears up for an IPO, transitioning towards more premium products. A key element in this shift is the launch of the Mustang Thunder, an over-the-ear headphone that represents the company’s inaugural step into the upscale market. While priced at Rs 7,999, it is being introduced at a promotional launch price of Rs 2,499, signifying a significant change for the brand.
In an interview with India Today Tech, GoBoult CEO Varun Gupta articulated that this strategic shift is deliberate, as the company aims to raise its Average Selling Price (ASP) rather than relying solely on volume sales. He stated, “If the number of units sold is not increasing, then we need to increase the value of the goods… There has to be a conscious move from our end to move towards higher ASPs.” An essential part of GoBoult’s strategy for premiumization involves selective partnerships. Unlike many rivals aggressively pursuing high-profile collaborations, Gupta emphasized that GoBoult prefers to engage in one or two meaningful partnerships that genuinely enhance customer value without merely adding a logo.
This commitment to authenticity is crucial as the brand ascends to higher market tiers. The company’s venture into premium products is intricately linked to its plans for an IPO. Gupta acknowledged that preparing for a public listing necessitates robust financial fundamentals. When questioned about the impact of IPO plans on this strategic direction, he confirmed, “Yes. The idea is we want to be a company that focuses not just on top line but also on bottom line—value creation, profitability, and being healthy. For an IPO, that’s a must.” In addition to enhancing its product line, GoBoult is actively pursuing opportunities in international markets.
With existing products sold in the UK and Nepal, the company aims to broaden its reach into Europe and Southeast Asia. Gupta noted that these international efforts are intended to provide demonstrable success stories by the time GoBoult goes public, stating, “By the time of the IPO, we actually want to show successful case studies of our international launches.” Despite this premium shift, GoBoult remains committed to its core demographic—consumers who prioritize affordability. Gupta reassured that the company’s budget-friendly products will continue to be available, highlighting that items priced at Rs 800, Rs 900, and Rs 1200 will remain appealing to audiences who cannot or choose not to spend more than Rs 1,300.
He stressed, however, that “growth, profitability, and innovation” will primarily arise from the premium offerings. Looking forward, the company is intensifying its focus on the Mustang series, planning to launch Mustang-branded smartwatches in January 2026. As a car enthusiast, Gupta envisions this collaboration with Ford’s renowned Mustang brand as an opportunity for Indian consumers to experience a piece of the legendary muscle car. He stated, “We are bringing that experience as an opportunity for Indian consumers to own a Mustang.” Through this bold strategic shift, GoBoult is demonstrating its ambition to transition from a budget-centric wearable manufacturer to a global premium player, poised to enter the public market with assurance.