Noise bets on design, R&D and Bose partnership to push its Master Series into the premium audio space

Noise Master Buds

• Noise launches Master Series with global-grade engineering focus
• Master Buds 2 offers Bose audio and adaptive noise cancellation.
• AI-driven features and privacy are central to Noise's new devices

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Noise is positioning its Master Series as more than just a product line. According to co-founder Amit Khatri, the initiative represents a long-term shift in how the company builds and benchmarks its devices, with greater emphasis on research, design and global-grade engineering.

In an interaction with Moneycontrol, Khatri says the Master Series is intended to set the company’s future performance standards rather than act as a branding exercise. Behind the label are expanded in-house R&D efforts, new acoustic architectures and a redesigned hardware stack, alongside heavier investments in industrial design and materials.

The programme is also supported by the company’s collaboration with Bose. Through “Sound by Bose” tuning and engineering collaboration, Noise gains access to more than six decades of acoustic research, which Khatri says "allows the company to calibrate audio output to global standards while maintaining its focus on accessibility."

The first major product to reflect that strategy is the Master Buds 2, which incorporates a proprietary acoustic cavity designed to support adaptive active noise cancellation. The earbuds also introduce spatial audio with head tracking, an updated sensor stack and deeper AI integration intended to shape the overall user experience.

From value brand to ecosystem player

Noise built its reputation as a value disruptor in the Indian wearables market, but Khatri argues the company’s position has evolved significantly over the past three years.

He points to three structural advantages that did not exist earlier: scale, a more mature software ecosystem and increased credibility in the audio category.

The company now operates a larger app-led ecosystem that supports adaptive and AI-driven features across its devices. Combined with manufacturing scale and collaborations like the Bose partnership, Khatri says Noise is able to deliver features typically associated with premium devices while keeping products accessible to a wider audience.

Design becoming a strategic priority

Another notable shift is the growing role of industrial design in the company’s development process. Earlier generations of Noise audio products focused primarily on electronics and acoustic performance. With the Master Buds 2, a larger portion of development effort has moved toward materials, ergonomics and structural design.

Khatri describes the change as a reallocation of value rather than an increase in overall cost. "The goal", he says, "is to make design a structural part of the product rather than a cosmetic layer."

Many of those improvements are subtle: weight distribution, contour precision and the internal acoustic cavity architecture. While not always visible, they contribute to a product experience that the company believes can compete with global benchmarks.

Raising internal standards after the Bose partnership

Working with Bose has required a shift in how the company approaches product development internally.

Khatri says the biggest adjustment has been cultural. "Moving from “good enough for the segment” to standards that can compete globally has meant tighter validation cycles, stricter acoustic tolerances and greater scrutiny of materials and performance calibration," he said.

He argues the partnership strengthens rather than dilutes the Noise brand. Bose contributes decades of audio engineering expertise, while Noise focuses on design thinking, scale and accessibility. "Together, the companies aim to combine premium engineering with mass-market reach," he told Moneycontrol

AI features focused on everyday use

The earbuds’ AI assistant is designed around what Khatri describes as everyday “micro-moments” rather than novelty interactions. Instead of acting as a full conversational platform, the assistant is intended to support quick voice interactions, hands-free controls and contextual assistance during activities such as commuting, working or consuming media.

Combined with features like head-gesture controls and deeper app integration, Noise aims to create a wearable experience that reduces the need to frequently reach for a phone.

As the company integrates more AI features into its devices, Khatri says privacy and data security remain central to the design process.

Noise says it is building clear consent frameworks and transparency around how data is used, aligning with standards expected from major global technology platforms.