Master Buds 2 introduces an app-activated AI Voice Chat Assistant. How do you see AI evolving the role of audio wearables beyond listening devices, and what everyday interactions do you believe will make this feature truly valuable for users?
Consumers today are increasingly interacting with technology through voice and conversational interfaces. As AI becomes more embedded in everyday tools, expectations are shifting from devices that simply perform functions to ones that anticipate needs and simplify interactions. In that context, audio wearables are uniquely positioned to become more proactive, context-aware companions rather than just listening devices.
With Master Buds 2, the AI Voice Chat Assistant is designed around everyday micro-moments, quick voice queries, hands-free help during commutes, contextual assistance while working or travelling, or simple actions that would otherwise require reaching for the phone. Because it is app-activated, it allows us to continuously refine the experience through the Noise ecosystem while keeping user consent and privacy central to the interaction. Ultimately, that’s the promise of wearables, technology that works in the background and makes everyday interactions simpler and more natural.
With Master Buds 2 positioned as a reimagination of Master Buds rather than a simple upgrade, what were the most important shifts in thinking or design philosophy that guided this new generation?
Building on the success of the original Master Buds, Master Buds 2 reimagines what premium audio can deliver, across acoustics, comfort, and intelligent interaction, reinforcing Noise’s vision of making world-class audio innovation accessible to millions. It’s not a generational upgrade, but truly a category killer.
With Master Buds 2, we wanted to move beyond incremental upgrades and rethink the product more holistically, from acoustic architecture to interaction design. That meant reworking the internal cavity design to improve both sound fidelity and noise cancellation, introducing spatial audio with head tracking, and integrating intelligent features like gesture controls and AI interaction. At the same time, we invested far more deeply in industrial design and materials, ensuring that comfort, form factor and aesthetics evolved alongside the technology.
India’s personal audio market has matured rapidly in the last few years. From your vantage point, how are consumer expectations evolving, and what does the next phase of growth in the premium audio segment look like?
What we have seen clearly is that Indian consumers have evolved significantly. With over 40 million consumers engaging with our products, Noise has built its DNA around truly listening to their needs. Our consumer-first approach ensures that every product is shaped by real insights, delivering global-grade technology, intuitive experiences, and aspirational design while remaining accessible.
Audio consumption in India is also evolving faster than ever. Consumers are moving from feature-driven purchases to experience-driven choices, valuing immersive sound, adaptive noise cancellation, comfort for long listening sessions, and intelligent features that make everyday use more seamless.
Master Buds 2 is a response to that shift. It brings together Sound by Bose technology, a redesigned acoustic cavity enabling category-leading Adaptive ANC, immersive 360° spatial audio with head tracking, precision voice pickup through the Sound+ algorithm, and intelligent features like an app-activated AI assistant and gesture-based controls. The goal is to deliver a flagship listening experience that adapts naturally across everyday contexts, work, travel, entertainment, and communication.
For us, the next phase of growth in premium audio will come from combining global engineering benchmarks with a deep understanding of how Indian consumers actually interact with audio in their daily lives.
You have increasingly emphasised industrial design, materials, and finish in the Master Series. Do you believe design is becoming as decisive as sound quality when consumers choose premium audio products today?
As the audio category matures, the conversation is no longer just about sound performance. Consumers today spend hours with their audio devices, whether during work calls, travel, or entertainment, so comfort, ergonomics, and design have become equally important to the overall experience.
At Noise, our approach has always been to deliver a fatigue-free listening experience, where every element from weight distribution and internal structure to materials and finishing is thoughtfully engineered. With Master Buds 2, this philosophy is reflected in its refined silhouette, precision-cut detailing, and metallic finish that balances durability with a premium aesthetic, while remaining comfortable for extended listening.
For many users today, especially younger consumers, wearables are also an extension of personal style. When design, comfort, and acoustic precision come together, the product becomes more than a device, it becomes something people enjoy using and carrying every day. That convergence is what we believe defines premium audio going forward.
The Master Series now includes multiple products across audio formats. How do you see this series shaping the long-term identity of Noise, and what role does it play in defining the brand’s innovation roadmap?
The Master Series is our North Star, it is where Noise tests the limits of design, engineering and user experience before we scale learnings across the portfolio. We don’t treat category expansion as opportunistic; it’s an extension of a single philosophy: listen to users, deepen R&D, and deliver globally benchmarked experiences at scale. Insights from 40M+ users inform everything we do, and our India-first manufacturing scale, lets us rapidly iterate and commercialise those learnings without compromising cost or quality.
Practically, the Master Series (Master Buds → Master Buds Max → Master Buds 2) is where we validate new acoustic architectures, materials and interaction models, from the redesigned cavity and 61-point ANC validation in over-ear, to spatial audio, gesture controls and app-driven intelligence in MB2. Successful innovations from the Master Series then inform product architecture, app features and sourcing decisions across Noise’s wider roadmap.
Over time, the Series builds an aspirational halo that elevates the entire brand: it signals to consumers and partners that Noise can innovate at a global standard, while preserving accessibility. That combination, rigorous R&D, design-first thinking, and scale, is what will shape Noise’s long-term identity and innovation cadence.
As Noise continues expanding beyond its smartwatch leadership into audio and connected lifestyle devices, what are the key priorities that will shape the brand’s growth over the next few years, in terms of categories, innovation, and global ambition?
The wearables and connected lifestyle market is entering a more mature phase. Earlier, 80–90% of users were first-time buyers, but today penetration has reached around 15–16%, which means many consumers have already used one or two devices and are now asking what more technology can do for them. That shift raises the bar significantly, users expect deeper insights, greater accuracy, and experiences that integrate more meaningfully into their everyday routines.
For us, the next phase of growth is anchored in three priorities. First, delivering more intelligent, contextual experiences through software and AI, moving beyond static metrics to insights that actually help users make better lifestyle decisions. Second, expanding across connected lifestyle categories like audio and wearables while strengthening design, R&D, and ecosystem integration, so devices work together seamlessly rather than in isolation. And third, scaling our global presence, building on the fact that products designed for the demanding Indian consumer can compete confidently on the world stage.
At the same time, accessibility remains central to our philosophy. We believe world-class experiences should not require ultra-premium pricing. The goal is to combine strong engineering, thoughtful design, and intelligent software to deliver products that feel globally competitive while remaining relevant and accessible to a much wider audience.