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boAt is an Indian startup which was established in the year 2016 by its founders Aman Gupta and Sameer Mehta with the objective to provide high quality products at an affordable and suitable price for the consumers. The company offers to its consumers an affordable range of headphones, earphones, speakers and other accessories. The reason for the companys success can solely be credited to its affordable and cheap prices than compared to other competitors in the market and also because it caters to needs and preferences of the younger generations or the Gen-Z s in India. It also lays strong emphasis on design, boAt products often feature trendy aesthetics, vibrant colors, and unique designs, appealing to fashion-conscious consumer preferences. The companys ongoing product development demonstrates its dedication to innovation and technology , adding features like Bluetooth connectivity, waterproofing, and noise cancellation to enhance the user experience.
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Kumar et al. (2024) studied this question.
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