boAt, India’s No.1 and World’s No.3 audio wearables brand (Source: IDC report), today announced its official entry into the United Arab Emirates (UAE), marking a milestone in its international expansion journey.

As part of this launch, boAt will offer its portfolio of audio products and smart wearables, including TWS (True Wireless Stereo) earbuds, headphones, portable speakers, large audio, and smartwatches. These products will be available through an omnichannel retail presence, across both online platforms and offline stores.

This expansion is aligned with boAt’s strategic vision to expand in a focused manner in select countries in the Middle East, that have a large Indian diaspora or population with similar tastes and preferences as India. The focus remains on young, digitally enabled consumers in such target international markets. Signalling its intent to disrupt, boAt kicked off its UAE presence with a daring ‘Don’t be a Fanboy’ campaign, shot and conceptualised by Moonshot UAE.

“Our expansion into the UAE represents a defining step in boAt’s mission to expand our distribution in select countries in the Middle East,” said Sameer Mehta, Co-founder and CEO of boAt. “These are dynamic markets with a large base of young, digitally enabled consumers who align with boAt’s DNA of innovation. We are excited to introduce the boAt experience to the UAE.