KATHMANDU, JULY 2
India's leading audio wearable brand boAt officially entered the Nepali market on Monday with the launch of its premium Nirvana series. Already a household name in India, boAt is now formalizing its presence in Nepal through its acclaimed lineup of ANC-enabled earphones and earbuds. The event marked more than just a business milestone. It was also a personal one for boAt's co-founder and Chief Marketing Officer, Aman Gupta, who shared his longstanding connection with Nepal during a candid conversation in Kathmandu.
"This isn't my first time here. I've been to Nepal almost thirty times. I've honestly lost count," Gupta laughed, reflecting on his frequent visits to the country. "India and Nepal are like siblings. Yes, there's drama sometimes, but the love always takes over in the end." Speaking with a sense of familiarity that extended beyond commerce, he highlighted the deep-rooted emotional and cultural ties between the two nations, from shared religious traditions to a mutual love of Bollywood. "There are so many Indian tourists here, and so many Nepalese students in India. The cross-border connection goes beyond trade."
boAt's launch in Nepal was carried out in partnership with TeleTalk Pvt. Ltd., a Ramesh Corp. entity, which will serve as the brand's national distributor. While boAt products were already accessible in the country and had gained popularity among the young, digitally native demographic, this official introduction of the Nirvana series marks a deeper commitment to the Nepalese market. With this move, boAt aims to double down on its presence in the region, bringing in a broader range of its lifestyle-focused audio products, all while staying true to its signature blend of technology, affordability, and design.
When asked about launching boAt in a crowded market, Gupta attributed the brand's success to keeping consumers at the heart of everything. "Our products are good, our marketing is superb, and we go backward from what the consumer wants. It's been five to six years since we've been on top of our game. It is all because of all the love which we get from our consumers that we are able to invest in our team and technology and manufacturing and that is what keeps us afloat." His focus on community and customers was a recurring theme throughout the conversation, a reflection of the brand's identity rooted in relatability and accessibility.
As he spoke, it became clear that Gupta sees boAt not just as a brand but as a community. "I love all the 'boatheads' as I like to call them," he said, using the term affectionately to describe loyal customers. "They made us who we are."
When asked about who, according to him, is 'dope', a term boAt uses in its branding, he answered playfully, "Apart from me?" and laughed. Known for his vibrant personality, Gupta peppered the conversation with pop culture references, quoting Jerry Maguire, "If you don't love everybody, you can't sell anybody," and Bollywood icon Shah Rukh Khan's famous line, "Haso, jiyo, muskurao. Kya pata kal ho na ho," highlighting his belief in leading with emotion and optimism. ("Laugh, live, smile. Who knows if there will be a tomorrow.")
Reflecting on boAt's ethos, Gupta explained that connection is key, both emotional and experiential. "You have to love humans first to sell to them. There will be fans, and there will be skeptics. But if you start by loving people, even skeptics can become your brand ambassadors." This mindset, he suggested, is what makes boAt stand out and resonate in diverse markets like Nepal, where shared values and lived experience matter as much as specs and price points.
He also revealed a personal wish list: a future collaboration with cricketer Virat Kohli. While boAt has already worked with his IPL team, Royal Challengers Bangalore, Gupta hopes to one day co-create directly with Kohli. When asked about his favorite movies, he listed titles like Zindagi Na Milegi Dobara, DDLJ, Chak De India, and The Pursuit of Happyness.
One of the most touching moments he shared was an encounter with a lady. "She came up to me and said, 'Arey! Tu boAt wala hai na? Bahaut pyaara bacha hai tu. Maine poori family ko last Diwali pe boAt hi gift kiya tha.' I loved that. It was so sweet to know people love boAt like that. It's not just about products, it's a feeling." (Hey! You're the boAt guy, right? You're such a sweet kid. I gifted boAt products to my entire family last Diwali.)
As boAt makes its official debut in Nepal, the brand brings with it not just high-quality audio gear but also a philosophy rooted in connection, community, and culture. Aman Gupta, with his trademark energy and empathy, reminded everyone that even in the world of business, it's the human moments that leave the deepest impact.
