 Mr. Aman Gupta co-founder Boat Lifestyle, who will now speak on the topic Boat Sleep Sound Repeat, the brand that made the uproar. Ladies and gentlemen, please join me in welcoming Mr. Aman Gupta. So, I always wear this t-shirt. It's like a uniform for me now. So, you know, this is what I wanted to show. This was the old way of marketing where people used to do conjoint analysis, which we studied in our business schools before launching products. And then they used to say that if you have like 100 rupees, spend 70% in ATL, 30, 20, BTL and 10 in digital. That's what they used to tell us. And then, you know, even in digital, they said, first go to Google, then do YouTube and divide the money there. The CMO, brand and the marketing and all the research teams were there to do all that. So, I'll come back to this slide later. And then there was a lot of chatter when we entered that they were, you know, mobile guys who tried it also. What will these guys do? This is a very commoditized space. Those were the chatter we used to hear a lot. And, you know, you guys aren't marketers. How will you do what other people can do better there? You know, they have the money, they have the resources. So, I'll give you the overview of the brand. We are a startup focusing on launching India's first global lifestyle brand. That's what we are. We are both welcome to our world. Our brand is a reflection of our personality. We are bold without being in your face. We are innovative in a manner that simplifies, then complicates. We are young without being immature. And importantly, we are witty without being bearish. So, what do we sell? We sell these products, headphones, speakers, simple. Where do we play? We play at an intersection of technology, sport, music and fashion. We are not only technology. We are not just sport. We play somewhere in between. That's where we play in the chart of our competitors. We believe in subcultures. You know, we believe that India be and seek, you know, Hollywood and cricket. That's what India loves. And we believe on targeting these subcultures separately. So, this is a brand for millennials, by millennials, our average age of our company is 24. And, you know, I have a small anecdote. When I was starting this four years back, there was Instagram, which was getting popular. And I was like, why do we have to be on Instagram? I told my CMO who was that time 20 years old. And I told him that why do we have to be there? And he says that, you know, because when I post a picture with me and my girlfriend, my mamaji responds on Facebook. So these guys moved to Instagram, right? And because they feel that the others were not there. So the changing consumers, they are changing. The millennials are changing. The marketing has to be tuned towards people like him. Another one, you know, why this segment? The market was changing. The market is changing. There is rise of OTT content. Mobile market is growing. So mobile penetration is going. So the devices market and the accessories become a part of this market. So why this? As I said, consumers were changing. They are people are becoming lawless. Product was more is becoming more important than the brand for the initial stage. And then the brand takes over for chasing capacities increasing. So people just don't want to buy you for price. Price is not the only factor people buy you for reviews and research because of the online space. There are a lot of reviews. People are, you know, in a few years back, there used to be people who used to be like the gadget gurus and people used to ask before buying any device. Used to ask these gadget gurus whether it's a mamaji or Chacha or somebody in the family. What should I buy today? They are everybody's talking to each other. There is there are millions of reviews available. They are YouTubers who buy your product and do the research. So there are a lot of talking happening between each other there. So this is what consumers say about us. This is this is just a word cloud. So what do we work with? The other thing spoke about filter coffee. We do a lot of work with filter coffee when we were starting for the awareness part. We work with, you know, we believe that as I said, cricket, Bollywood and music is where we work in. And this is the subcultures. These are these are the people who are a part of our subculture. We have Kartik, Kiara, Jacqueline. We work very closely with the Bollywood community and the cricketers. These are all our boat heads. We call them boat heads. So as I said, sound of the champion, glamour of the stars and soul of the musicians. That's what Boat wants to be. We work very closely with Percept for Sunburn. We were their sponsor. So this is where the youth is. They want to live their life. They want to spend on experiences rather than anything else. And this is where they are. This is where we want to be. This year, we've got, you know, we partnered with the, you know, IPL is huge in India. Everybody knows that. So we've partnered with another one. We've partnered with Punjab also. We've got five teams. We are the audio partners too. We, you know, this was also very strangely, people used to say, what is an audio brand doing at Lakmay Fashion Week? So this was the first time they saw at a Fashion Week, there were models walking the ramp wearing our headphones. So we made, we tried to make headphones as fashionable as lifestyle and not just a part of communication device. The first brand, you know, when we started off, we had, you know, we used or we, you know, we partnered with all of these celebrities. They had a total reach of 100 million base in terms of their consumers who were following them. And we did not have a lot of money to spend on ATL and BTL. So we used, we used, going back to the first slide, we use 100% of our money only on Instagram and Facebook and nothing else. Then, you know, we started selling our awareness became huge, you know, in 18 to 24, that's the age group we target and we are probably number one there. Then we wanted to expand from 18 to 20, from 18 to 22 to beyond the beyond 22. And that is where the paper, you know, the ATL market is strong. And, you know, millennials don't read newspapers as much as the, you know, the elder ones. And that's where we started reaching out to a larger community to increase the cult of boatheads. We did some paper ads also. What's our core advantage? As I said, you know, every month they are around half a million, 500,000 people who buy into the world of boat, who get into, who become our boatheads. These are the guys who make us who we are. They are the ones who spread the message of the quality and the perception of boat. These are the guys who made us. They trust the quality pricing style of boat. We do a lot of things for these boatheads. That's the community of people who, for which our company is working for, our brand is made by them and it's for them. So we were the underdogs, revoltors, challengers, the idiots, the hustlers and the dreamers. That's what we are. We are boatheads. In terms of technology, our products are good. It's not that we only sell on marketing. Our products, you know, we developed world's first Alexa speaker at a sub 2K price point. We've made our, India's first Google certified. This CES, that was the first time at both Google and Amazon Booth, our products were for our showcase. We are among the best-rated and reviewed products in consumer electronics online. You know, we've got like 4 lakh plus ratings. And this is the type of, you know, these are assets today. These research and reviews, nobody can buy them. They speak for themselves and that's what spreads the love for our products. So we don't use a lot of, you know, we don't have, we don't know a lot of marketing jargon. We just, you know, these guys wanted me to tell what is right. Frankly speaking, in today's world, you have the right product. You move online, you move offline. It's not that the brand has to be made offline and then it goes online. Today, companies like ours, we didn't have the luxury of money, where we could spend millions and billions of dollars on advertising and marketing. So we were made online. We reached to the right, you know, today online serves 97% of the pin codes. So we reached through them to the 97% of India. Then we started offline and now there is offline which is helping online. There is online which is helping offline. You know, we didn't have, we didn't have the luxury of an old brand, which are the, you know, the vintage brands have those luxuries where they can, you know, the customers buy it because of their brand name. We were, we sold because of our product, our reviews and our ratings and we amplified it with our brand ambassadors. And, you know, there's a very old saying that customer is the king, which is true today as, which is the most true today. Customers are the king and they can, you know, if you, if you try to sell them something which is not good, they will bash you up on social media on YouTube, on Facebook, on reviews, they will, they are eventually the king. That's the old saying, which is true today too. Community building, as I said, you know, we believe that's more important than ever. And everybody, every market, every brand has to talk to the community in the language which they understand. Again, I'll give you a small anecdote, you know, there's this on a Friday, one of my marketing team member comes to me like four years back and he's like, any puts on social media, yeah, it's Friday. And I'm like, dude, can you check your spelling please? It's called Friday. And that, and then this guy says like sir, I'm going to handle. We know marketing. So, so these guys talk in a language which four years back, you know, I wanted to understand I couldn't these yellow Momo and you know, all these generations. And now, you know, I try to understand, try to learn from them because that those are the guys who talk in a language which sometimes I also don't understand. This is our team. We got some awards that I want to show. We have, you know, fireside ventures. Caval is on our board. He's an, he's an, he's our investor. He's, he's invested in yoga bar, paper board mama. And we've got Sachin with Navi and you know, when as our venture debt investors, they invested last year, you know, to help us grow from where we are to where we want to be. In these doubtful moments, you do what you got to do. Our targeting or marketing or advertising is never centered around the product. It's always centered around the community. It's always centered around the, the style and the aspiration which we want to create. So, yeah, employees love us. We've got, you know, they, I call them partners, shareholders, because they all have esophage. We have got a 98% retention rate. Retailers love us because we help them sell more investors love us. We don't burn money in it. You know, as soon as you see the slides of investors, people think again, another brand has come, which must be burning money. So we don't burn money. We earn money. We are profitable. Our Boathead community, our head Boathead, all the brand ambassadors love us. You know, we had Karthik Aryan just after his first movie was launched. Kiara was there even before the first movie was launched. I think when we signed up, you know, he had like less than 100K followers. K.L. Rahul, they've been a lot of chatter for last one year where he was not performing as good as he was. So we've got them. You know, these are the young guys. People follow them. People love them. And eventually, you know, all of them have been with us since, since they started their career and we started ours. So we've, I would say we've grown together. We've just signed up another guy, Shreyas Ayer. We signed him six months back even before he made his, you know, he became who he was at number five. So yesterday you should, you know, this is a very proud moment. In fact, yesterday IDC released their report on hearables and earables. And this was, you know, you just Google it up as IDC bought earable. And yesterday it was launched and we were, we were the number one brand in earables in a short span of four years. Thank you.