boAt began as a lifestyle brand in the consumer electronics category in 2016 with the aim of bringing affordable, durable, and fashionable audio products and accessories to millennials and Gen-Z customers in India. Born in 2016 with Amazon India as its only sales platform, boAt started selling 'indestructible' connector cables. It moved to personal audio and over time, ventured into newer categories such as wireless audio, home audio, and smartwatches. Each category had custom-designed reasonably priced products supported by strong marketing efforts and a multi-brand ambassador strategy. It soon became one of India's first digitally native brands to record a revenue in excess of $65 million, and the fifth largest wearable company in the world. In early 2022, it brought in experienced executives to take the reins and steer the company on the right path as it prepared to file for an initial public offering. Newly appointed CEO Vivek Gambhir considered the next phase of growth. Would the boAt brand be strengthened by entering new categories? How should they think about leveraging offline channels? And lastly, should boAt consider international expansion?