Dirac’s digital audio optimization solutions have been leveraged globally by some of the world’s leading consumer technology companies, but this collaboration marks the company’s debut into the Indian market. boAt aims to offer wide-ranging, high-quality and lifestyle-focused consumer products; their first audio product equipped with Dirac will be available in the second quarter of 2022.
The companies will kick off their collaboration by integrating Dirac into their Neckband and true wireless stereo (TWS) product lines, followed by its speaker product line. The Dirac team has been working closely with ‘boAt Labs’, the in-house research and development team comprising of 25+ engineers (as of September 30, 2021), to customize and design products specifically for the Indian consumer.
With boAt’s deep industry expertise and track record combined with a market share of 48 percent by volume (in the branded earwear market, for the 3rd Quarter of 2021 as per IDC), the new Dirac-equipped boAt products aim to offer high quality and aspirational lifestyle-focused consumer products at accessible price points.
More specifically, the companies are exploring the integration of Dirac Opteo and Dirac Virtuo solutions into the chipsets of upcoming boAt headphone designs. Dirac Opteo enhances headphone sound performance by removing unintended resonances and colorations introduced by headphones for a more transparent and balanced sound with consistent sound experiences regardless of ANC mode. Dirac Virtuo delivers a spatial audio experience to headphone users from any standard stereo content by widening the soundstage and bringing out the spatial cues that already exist in stereo recordings.
In addition to the collaboration done to date, the companies will also continue to explore various opportunities for including Dirac solutions in other boAt audio products.
"Music is art, music is passion. For many, music is their entire life. With an unwavering belief in this spirit of sound, boAt has always endeavored to expand its community of boAtheads by offering high-quality aspirational lifestyle-focused products to deliver pristine sonic experiences every single time. We are therefore beyond thrilled to collaborate with Dirac, an industry pioneer of audio processing software, on our future portfolio of audio devices. We intend to combine boAt’s signature sound with Dirac’s digital audio optimization to bring consumers an iconic sound for the ages. Our understanding of the Indian consumer plus Dirac’s experience in enabling high-quality sound is a perfect recipe for success,” says Sameer Mehta, Co-Founder and Chief Product Officer, Imagine Marketing.
"Working with boAt is a great opportunity for Dirac. Ever since boAt exploded onto the audio scene, they’ve created iconic products that quickly made them one of India’s largest digital-first brands across multiple product categories. boAt specializes in high-quality products for the young, digitally-enabled and trend-conscious consumers, which dovetails perfectly with Dirac’s commitment to bringing immersive sound to everyone, not just a few," adds Lars Isaksson, Dirac’s Head of Business Development, Streaming & Headphones.
Dirac’s headphone technology can be found in multiple headphones and TWS earbuds available globally. The company’s technology also enhances audio for smartphones, automobiles, and home theater systems, through collaborations with leading brands.
Dirac’s ability to seamlessly integrate its digital solutions with leading true wireless stereo (TWS) chipsets makes it easy and seamless for headphone manufacturers to add high-quality audio to their products while attaining a unique, signature sound.
Established in 2013 by Aman Gupta & Sameer Mehta, Imagine Marketing Pvt Ltd, offers a product portfolio ranging from audio products, smart wearables, personal grooming, mobile accessories and much more. Under the Imagine umbrella, boAt came to life and was able to disrupt the audio industry to become the #1 Audio brand in the country. boAt's portfolio offers well-designed, lifestyle-oriented products at attractive price points targeted at a young audience within India.
In January 2022, boAt and Dixon Technologies announced a joint venture to design and manufacture wireless audio solutions in India. The two companies will boost their electronic manufacturing with a 50/50 joint venture. “We are pleased to commence this joint venture with Dixon that will enable us to deliver high-quality products at affordable prices. Combining the capabilities of boAt and Dixon, in the electronic manufacturing services (EMS) space, we aim to build a strong manufacturing base and ecosystem in India,” explains Sameer Mehta.
The company currently has offices across Delhi and Mumbai along with their recently set up R&D department ‘boAt Labs’ in Bangalore.
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