Retro landline phone goes viral: founder nets over ₹1 crore in three days

Physical Phones founder Cat Goetze. These phones are fitted with Bluetooth and the prices range from about Rs 8,000 to Rs 9,800. (Image credit: Physical Phones)

A wave of nostalgia and the urge to cut down screen time translated into a wildly successful business when tech entrepreneur Cat Goetze, known online as "CatGPT", this year launched a Bluetooth-enabled device that looks and feels like an old-school landline phone. The product, sold under her startup Physical Phones, resonated with people looking for respite from constant smartphone use. The sales crossed ₹1 crore in just three days following a viral post.

The idea was born out of Goetze's own frustration with smartphone overload. She told CNBC Make It that she once thought it would feel "cute" to have a traditional landline where she could twirl the cord and talk to friends without the stress of endless apps and notifications. But setting up an actual landline wasn't practical, since it required a new number and monthly service. So she repurposed a thrifted handset and took matters into her own hands, making it Bluetooth-compatible and integrating it with modern smartphones.

When she launched the device online in July 2025, she anticipated that perhaps only 15 or 20 pre-orders would come in. But the orders poured in, and the first 72 hours reaped close to $120,000-or about ₹1 crore. By October, more than 3,000 units had been sold, bringing in revenues of approximately $280,000.

How does the phone work? It pairs with iPhones and Android devices via Bluetooth. Once connected, incoming calls: whether they're normal cellular calls or audio calls from apps like WhatsApp, FaceTime, Instagram, or Snapchat-ring through the handset. Users can also dial numbers directly or activate voice assistants using the star key (*) for hands-free commands. Essentially, it offers all communication features of a smartphone but with a vintage vibe and screen-free experience.

Goetze believes the popularity is driven by a greater sense of fatigue from the effects of digital overload. The more people become tired of constant screens, notifications, and digital noise, the greater the desire for devices that restore simplicity. What began as a personal experiment to reduce screen time turned into a full-blown business that seems to tap into changing social moods?

Physical Phones now offers multiple handset styles, ranging in price from $90 to $110, or approximately ₹8,000 to ₹9,800. Goetze has since teamed up with an electronics manufacturer to increase production volume and said first batches will ship shortly.

The retro-modern phone success story shows that sometimes the best innovations aren't flashy or the latest, they're simply rooted in nostalgia and the need for healthier relationships with technology.