Home-grown Boltt bets big on Indian wearable fitness market

The wearable market in India observed a shipment of 2.5 million units in 2016. As per International Data Corporation (IDC), the traction that wearable devices market saw in India in 2016 would continue this year. Globally, the wearable fitness technology market is estimated to hit $51.6 bn by 2022 and with the Indian market growing at a steady pace, Boltt is confident to soon create a niche space for itself. 

Founded nearly two years ago by siblings Arnav Kishore and Aayushi Kishore who felt inspired to change the health and fitness ecosystem in the country, Noida-based Boltt aims to disrupt the existing industry that specialise only in sensors that track data.  “The real secret is not just tracking because the question today is no longer what to track or how to track but what to do once you have the data. With AI-based solutions, we aim to become a onestop shop,” Aayushi Kishore, Co-founder and Chief Marketing Officer (CMO), Boltt, said in an interview. 

“We are a young passionate team that cares about health and fitness. The whole idea is to basically inspire people to become healthy,” she added. After two years of testing devices, the start-up on Tuesday is set to launch “smart” bands, attachable “Strider sensors” developed with global leader Garmin, “connected” shoes and an (AI)-enabled app “B” that gives users “actionable” insights from the data gathered. 

The firm is offering personalised coaching in the form of voice or chat through its AI-enabled app. The voice coaching offers real-time, in-ear feedback during a workout while the chat-based mechanism allows a user to view a detailed history  and analysis of his or  her regimen. “How the audio coaching works is that you connect to the Boltt sensors and go for a run, plug in earphones and there will be a digital assistant Siri like voice that will give you automated feedback. It’s almost like having a fitness coach in your ear,” Aayushi explained. Boltt, with its products under Rs 10,000-mark,  aims to tap into the price-sensitive market.