GoBoult, earlier known to customers as Boult, has built its presence by offering affordable wearables for India’s value driven market. The homegrown brand is now reshaping its identity as it prepares for an IPO. It is moving towards premium devices, starting with the launch of the Mustang Thunder. This new over the ear headphone marks the company’s first major step into a higher end category.
The Mustang Thunder is priced at Rs 7,999, with an introductory launch price of Rs 2,499. Speaking to a common noun, GoBoult Chief Executive Officer Varun Gupta said the shift towards premium products is deliberate. He explained that the company wants to increase its average selling price without depending only on volume. He said, “If the number of units sold is not increasing, then we need to increase the value of the goods… There has to be a conscious move from our end to move towards higher ASPs.”
A key part of GoBoult’s premium strategy is selective collaboration. While competitors often chase many high profile partnerships, Gupta said GoBoult prefers fewer but meaningful ones. He said, “We want one or two limited partnerships where we believe we can deliver value, add value to the customer, and not just slap a logo.” This reflects the company’s plan to stay authentic while expanding into a premium space.
The company’s push towards the premium segment is closely tied to its IPO plans. Gupta said that preparing for a public listing requires strong financial health. When asked whether this shift was linked to the IPO, he said, “Yes. The idea is we want to be a company that focuses not just on top line but also on bottom line value creation, profitability, and being healthy. For an IPO, that is a must.”
GoBoult is also expanding its global presence. It already sells products in the United Kingdom and Nepal and now aims to enter more markets in Europe and Southeast Asia. Gupta said these international efforts are expected to become proof points by the time the company goes public. He said, “By the time of the IPO, we actually want to show successful case studies of our international launches.”
Despite its premium shift, GoBoult will continue offering affordable devices. Gupta said the company’s budget friendly products priced at Rs 800, Rs 900 and Rs 1200 remain important for customers who prefer not to spend more than Rs 1300. He added that growth, profitability and innovation will come from its premium products.
The company is also expanding its Mustang range. Along with the Mustang Thunder headphones, GoBoult plans to launch Mustang branded smartwatches in January 2026. Gupta, who is a car enthusiast, said the partnership aims to offer Indian buyers a symbolic piece of the iconic Mustang brand. He said, “We are bringing that experience as an opportunity for Indian consumers to own a Mustang.”
GoBoult’s bold shift signals its ambition to evolve from a value focused wearable brand to a global premium player ready for the public market.
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