Indian wearable brand Noise has introduced its new Master Series, signalling a strategic shift toward deeper research, premium design and global-level engineering in its product development. According to co-founder Amit Khatri, the initiative is not just a marketing label but a long-term framework aimed at setting higher internal benchmarks for the company’s future devices.

A key highlight of the Master Series is Noise’s collaboration with Bose, which brings decades of acoustic expertise to the brand’s audio products. Through this partnership, devices in the series will feature “Sound by Bose” tuning, allowing Noise to benefit from more than 60 years of Bose’s research in sound engineering while still maintaining its focus on affordability.

The first product under the new strategy is the Noise Master Buds 2, a pair of wireless earbuds designed to introduce advanced technologies into the company’s lineup. The earbuds feature a proprietary acoustic cavity architecture, enabling adaptive active noise cancellation, along with spatial audio with head tracking and improved sensors. The product also integrates artificial intelligence features designed to enhance the listening experience.

Instead of offering a full conversational AI assistant, the device focuses on short voice interactions and everyday “micro-moments.” Users can perform quick actions such as controlling music playback, managing calls or accessing information through simple commands.

The Master Series also reflects Noise’s growing emphasis on industrial design, with improvements in ergonomics, materials and internal structural design to enhance comfort and sound performance.

Having initially built its reputation as a value-focused wearable brand, Noise is now positioning itself as a broader ecosystem player, combining hardware innovation, software integration and global partnerships to deliver premium features while keeping products accessible to a wider audience.