After establishing itself as one of India’s leading wearable brands, Noise is now building an entirely new category through Noise Junior, its Family Tech business, aiming to become a Rs. 200 crore brand over the next 12 months.
Launched in September 2025, Noise Junior is creating smart, connected devices for children that help parents stay connected through features like 4G calling, live GPS tracking, and geo-fencing, while consciously keeping smartphones and open internet access out of the experience. The business has already witnessed strong early momentum, with nearly 20X growth in monthly unit sales since launch.
Medianews4u.com caught up with Amit Khatri, Co-founder Noise Junior
Q. You claim a 20X growth in monthly sales since September 2025. What marketing channels or retail partnerships drove this sudden jump?
Our growth has been driven less by a single marketing channel and more by the trust we’ve been able to build with parents. One of the strongest drivers has been genuine word-of-mouth recommendations within closed parent communities, whether that’s housing society groups, school parent networks, or trusted WhatsApp circles. When parents find a product that genuinely solves a real problem, they naturally recommend it to other parents they trust, and we’ve seen that happen consistently with Noise Junior.
At the heart of this is our product-first philosophy. Both Gaurav and I are lifelong tech enthusiasts, innovators, and now fathers ourselves. We didn’t approach this as just another consumer electronics category; we wanted to build something that genuinely makes parenting a little easier. Before making any important product or business decision, we ask ourselves one simple question: “Would we give this to our own kids?” That question has become our guiding principle and influences everything, from features and safety to the overall user experience.
When you build with that level of conviction and empathy, parents notice. While our digital presence and retail expansion have certainly helped us reach more families, it is the trust parents place in the product and their willingness to recommend it to others that has been the biggest catalyst behind our 20X monthly sales growth since launch.
Q. Indian parents are notoriously price-sensitive when buying gadgets for kids who outgrow things fast. As you scale the business, how do you plan to maintain your current pricing without compromising on growth?
While parents are undoubtedly price-conscious, they are also value-conscious. They are prepared to invest in a product if it truly provides peace of mind and solves a significant issue.
We don’t market our products as amusement devices or toys. They are intended to be a child’s first connected gadget in a secure, parent-controlled environment that promotes healthy digital habits, safety, and communication. As a result, it is not an impulsive buy but rather a long-term investment. With Noise Jr., we do offer products that fit any budget. Explorer 2 costs 6499, whereas Noise Jr. Champ 3 costs a reasonable 1999.
As we scale, our focus will remain on delivering meaningful innovation rather than competing on price. Better accessibility across online and offline retail, stronger distribution, ecosystem expansion, and continuous product innovation will help us achieve our growth ambitions without compromising quality or safety.
We’ve also introduced features like our Habit Building Smart Scheduler, where parents and children can plan daily routines together in a calendar-like interface as part of our family-tech-focused feature initiatives. The smartwatch sends gentle reminders, and children earn Noise Coins as they complete tasks, encouraging responsibility and consistency through positive reinforcement. These kinds of experiences extend the value of the device well beyond basic connectivity.
Q. Since you are strictly keeping the open internet out of these smartwatches, how do you keep a 10-year-old child hooked on the device after the initial excitement fades away?
Keeping kids “hooked” to the gadget is not our intention; in fact, that would go against everything Family Tech stands for. We are creating items that inspire children to explore more. We encourage juniors to spend more time outdoors than on screens.
Instead of taking the role of childhood, we think technology should enhance it. When a child calls their parents, shares their location while traveling, checks the time, or uses features made especially for kids in a secure setting, the smartwatch becomes useful since it fits into their daily routine.
We’ve also introduced our Habit Building Smart Scheduler to encourage healthy routines from an early age. Parents and children can plan daily activities together in a calendar-like format, while the smartwatch sends gentle reminders throughout the day. As children complete tasks, they earn Noise Coins, making routine-building engaging through positive reinforcement and helping foster responsibility, independence, and consistency. Even the Learning Hub and challenges featured in Champ 3 encourage interactive family time and connection.
For us, success isn’t measured by screen-time hours. It’s measured by whether the device helps families stay connected while supporting children’s growth in a balanced and responsible way.
Q. Why choose a smartwatch over a cheap, old-school feature phone if a parent only wants basic voice calling for safety?
Voice calling is only one part of the equation.
A Family Tech smartwatch offers parents far greater visibility and control than a traditional feature phone. Features such as live GPS tracking, Safe Zones, SOS alerts, School Mode, approved contact lists, HD video calling, and the parent companion app create a comprehensive safety ecosystem that a basic phone simply cannot offer.
Equally important, children wear a smartwatch throughout the day, making it much less likely to be misplaced or forgotten than a phone kept inside a school bag. Parents can stay connected while avoiding unrestricted internet access, social media, or other digital distractions that come with smartphones. Call whitelisting makes it even safer than regular ‘dumb phones’, which might not have such safety features.
Beyond safety, we’ve also focused on helping technology support positive habits. Through our Habit Building Smart Scheduler, parents can set reminders for homework, hydration, reading, outdoor play, or bedtime routines, while children earn Noise Coins for completing tasks. It transforms the smartwatch from just a communication device into a tool that supports everyday family life, encourages autonomy and responsible digital engagement.
Q. Smartwatches collect sensitive data like live GPS tracks, video calls, and child health metrics. What security infrastructure does Noise Junior use to guarantee Indian parents that this data cannot be hacked?
When you’re building products for children, privacy isn’t just a feature; it’s a responsibility.
We’ve designed Noise Junior with a privacy-first approach from day one. Parent controls, end-to-end encrypted communication channels, secure cloud infrastructure, native data servers, restricted access to personal information, and regular security updates form the foundation of our platform. Every design decision is evaluated through the lens of child safety and responsible data handling.
More importantly, we only collect information that’s necessary to deliver the services parents have chosen, whether that’s location tracking, communication, or safety alerts. We don’t believe in excessive data collection or using children’s information beyond its intended purpose.
As the Family Tech category evolves, maintaining parents’ trust will remain our highest priority. We believe innovation and privacy must go hand in hand, and responsible technology means being transparent about how data is collected, protected, and used. Parents should feel confident that their children’s digital environment is both safe and secure.
Q. India’s kids’ smartwatch segment is highly visual. What interactive ad formats or creative campaigns are you using online to convince parents of the safety features?
Parents don’t buy these products because they look attractive; they buy them because they trust them.
That’s why our campaigns focus less on technical specifications and more on relatable parenting moments and environments. We demonstrate how features such as Safe Zones, GPS tracking, School Mode, SOS, HD video calling, and family communication solve everyday challenges parents face.
Our content strategy combines educational storytelling, product demonstrations, expert-led discussions, authentic parent testimonials, and real family experiences. Raising Junior is one such IP that we have in-house that shares real-life conversations with new-age parents about how they choose to raise their next-gen kid. Every Junior is different, and so is the kind of parenting they need. We are highlighting that via our content. Instead of simply showcasing features, we explain how they make everyday parenting easier and safer.
We’re also highlighting features like our Habit Building Smart Scheduler, which encourages healthy daily routines through reminders and reward-based task completion. It helps parents see that the smartwatch isn’t just about safety; it’s also about nurturing independence, responsibility, and positive habits.
Ultimately, we’re not marketing a smartwatch. We’re introducing parents to an entirely new Family Tech experience built around trust, safety, and responsible digital engagement.
Q. How are you collaborating with school communities, mom-bloggers, or parenting influencers to market these watches through word-of-mouth?
Parents trust other parents far more than they trust traditional advertising, and that’s been one of the biggest growth drivers for us. Instead of relying solely on conventional marketing, we’re focused on building authentic conversations within parenting communities through mom bloggers, parenting creators, educators, family networks, and parent-led forums.
Our approach isn’t about asking creators to simply review a product. We encourage them to share their own parenting journeys and how Noise Junior fits into their everyday lives, whether it’s staying connected with their children, ensuring their safety, or helping them become more independent. As a result, the conversation shifts from selling a gadget to showcasing a meaningful parenting solution.
What’s particularly encouraging is that many creators approach us organically after discovering the product through another parent or hearing positive recommendations within their own circles. That kind of trust is incredibly rewarding because it validates that we’re building something families genuinely find valuable.
Creators also bring our features to life by demonstrating real-world use cases, from Geofenced Safe Zones, SOS Alerts, and School Mode to the Habit Building Smart Scheduler, which helps children build healthy routines while earning Noise Coins as rewards. These stories help parents see the smartwatch as a thoughtful parenting companion rather than just another screen.
Ultimately, word-of-mouth isn’t just another marketing channel for us; it’s one of the strongest indicators that we’re solving a real need for modern families.
Q. Will traditional media play a role, or will the media mix skew digital?
Both channels are equally important, but they serve different purposes.
Digital platforms allow us to educate parents quickly, engage directly with families, and build awareness around the Family Tech category through videos, community conversations, and interactive content.
Traditional media, on the other hand, plays an equally valuable role in establishing credibility. Since we’re creating a new consumer category rather than simply launching another wearable, editorial conversations, expert interviews, and thought leadership help explain why Family Tech matters and why responsible technology for children deserves greater attention.
Our objective isn’t just to market products; we also want to contribute meaningfully to broader discussions around child safety, digital wellbeing, privacy, and healthy technology adoption. We believe the strongest brand-building happens when digital engagement and credible editorial storytelling work together to educate consumers and shape public understanding of an emerging category.
Q. What retail display innovations are you deploying inside electronic stores to let children experience the watch before their parents buy it?
Retail remains one of our most important touchpoints because purchase decisions are often made jointly by parents and children.
We’re investing in more interactive retail demonstrations where families can experience the smartwatch together. Parents can explore features such as GPS tracking, Safe Zones, School Mode, HD video calling, SOS, and the parent companion app, while children can comfortably wear the device and experience its lightweight design, interface, and usability.
We’re also looking at showcasing everyday scenarios rather than simply displaying hardware. Demonstrating how the watch supports communication, safety, and routine-building helps parents immediately understand its practical value.
For example, our Habit Building Smart Scheduler allows families to create shared routines with reminders and reward-based task completion using Noise Coins. Demonstrating these real-life use cases in stores helps position the device as much more than another wearable; it’s part of a Family Tech ecosystem built specifically around children’s needs and parents’ expectations.
Q. The company uses data and feedback to refine products. How is Noise Junior using AI behind the scenes to study these kid-use patterns without crossing privacy boundaries?
AI is helping us improve products, not profile children.
Our approach focusses primarily on analysing aggregated and anonymised usage patterns to understand which features families find most valuable, where parents experience friction, and how we can improve the overall product experience. These insights help us make better design decisions without identifying individual users.
We intentionally avoid using AI in ways that compromise privacy or create detailed behavioural profiles of children and have strict internal guidelines around the use of AI. Responsible innovation means collecting only the information that’s genuinely required to improve the product while respecting the trust families place in us.
As we continue expanding the Family Tech ecosystem, AI will increasingly help us personalise experiences at a broader product level rather than through invasive individual tracking. We believe the future of AI in children’s technology should be centred on improving usability, accessibility, and safety while maintaining the highest standards of ethical data practices and privacy protection.
Q. Many schools in tier-1 and tier-2 Indian cities ban smartwatches entirely. How are you tackling this regulatory hurdle to make sure your devices are allowed inside classrooms?
We fully respect the fact that schools prioritise distraction-free learning environments, and we’ve designed Noise Junior with that philosophy in mind. We understand why many schools restrict conventional smartwatches—they often come with open internet access, games, social media, cameras, and constant notifications that can interrupt classroom learning.
Noise Junior is fundamentally different. It is purpose-built for children and includes dedicated School Mode and Study/Exam Mode, which parents can enable through the Noise Explorer Hub app. During school hours, the smartwatch automatically locks down and functions like a regular digital watch. All interactive features, including calls, alerts, and apps, are disabled, while passive GPS tracking continues to run in the background so parents still have peace of mind.
Our objective isn’t to introduce more technology into the classroom; it’s to support families without compromising a child’s education. We don’t want children interacting with a smartwatch during a maths lesson. We want parents to feel reassured that their child is safe during the commute to and from school, while ensuring that every minute inside the classroom remains focused on learning.
By designing the product around the needs of both parents and schools, we believe technology can complement a child’s routine rather than become a distraction.
Q. Are you partnering with Jio or Airtel to launch bundled, budget-friendly data plans tailored specifically for kids’ smartwatches?
Connectivity is a critical part of the Family Tech experience, so we’re continuously exploring ways to make it as seamless and convenient as possible for families.
We’re always evaluating opportunities with telecom partners that can simplify activation, improve onboarding, and make connected experiences more accessible for parents. While I can’t comment on specific partnerships or future announcements at this stage, enabling hassle-free connectivity remains an important strategic priority for us.
As the Family Tech category grows, we believe the overall experience, from purchasing and activating the device to managing communication and safety features, should be simple and intuitive. Any collaboration we pursue will ultimately be driven by one objective: making it easier for families to stay connected safely without adding unnecessary complexity.
Q. When you scale up from smartwatches to a larger family tech ecosystem, what hardware products or smart home devices are you looking to launch next?
Our vision has always extended far beyond smartwatches. We see Family Tech as a connected ecosystem that evolves alongside families, supporting them through different stages of a child’s growth. Instead of thinking about individual devices, we focus on solving real parenting challenges—whether it’s enabling safe communication, providing peace of mind, encouraging healthy habits, or making everyday family life more seamless.
Today, our focus is on our carefully curated portfolio of products and ensuring they reach more parents who can genuinely benefit from them. We believe these solutions can add meaningful value to modern parenting journeys, and our immediate priority is to make them accessible to as many families as possible.
As we continue to innovate, our core philosophy will remain the same. Every product we build will be guided by trust, privacy, responsible connectivity, and age-appropriate experiences. Most importantly, our technology should strengthen family relationships without adding to unnecessary screen time.
We believe that Family Tech is still in its early stages, and we’re excited about the opportunity to help shape this emerging category by creating products that address the evolving needs of today’s families.
Q. You transitioned from fashion phone covers to smartwatches before this. What was the biggest personal shock or operational lesson you faced when designing hardware specifically for children?
Designing products for children fundamentally changes the way you think about innovation.
With adults, product development often revolves around specifications, performance, and aesthetics. With children, every decision has to balance usability, comfort, durability, safety, digital wellbeing, and the expectations of parents, all at the same time.
As a parent myself, I realised that empathy matters far more than technology alone. We spent countless hours speaking with families, observing how children naturally interact with devices, and understanding the concerns parents have around communication, privacy, screen time, and independence.
Those conversations directly shaped features such as 2 way video calls, Precise location tracking via google maps, Geofencing Safe and danger zones, School Mode, parent controls, and our Habit Building Smart Scheduler, which helps children develop healthy routines through reminders and positive reinforcement instead of excessive screen engagement.
Ultimately, those insights became the foundation of Noise Junior and led us to build what we now call Family Tech, a category where technology supports childhood and strengthens family relationships rather than competing for children’s attention.
