GOBOULT has expanded its premium-affordable audio portfolio with the launch of Tenet, its first true wireless stereo (TWS) earbuds to be entirely designed in India. The introduction marks a key milestone in GOBOULT’s D2C brand journey, signalling a deeper shift toward original design, in-house innovation, and long-term brand differentiation within India’s rapidly evolving direct-to-consumer audio ecosystem.
Positioned as India’s first TWS built around a brutalist design philosophy, Tenet reflects GOBOULT’s ambition to move beyond commoditised audio hardware and create products with a distinct visual and functional identity. In a market dominated by similar form factors, the brand is deliberately challenging design uniformity by embracing bold geometry, flat-top construction, and striking colour blocking inspired by retro-futuristic and brutalist aesthetics. The result is a product that stands out visually while retaining everyday usability.
Tenet’s launch builds on GOBOULT’s broader premiumisation roadmap, unveiled during its 2025 rebrand, which was backed by a ₹25 crore investment in research, development, and design innovation. This strategic capital allocation underscores the company’s focus on strengthening internal capabilities while continuing to operate within the premium-affordable price segment — a sweet spot that has fuelled growth for several of India’s fastest-growing
D2C electronics and gadgets brands.
Beyond aesthetics, GOBOULT has taken a data-driven approach to product engineering. Tenet has been designed using LiDAR scanning of thousands of ear inlets, allowing the brand to optimise ergonomics and deliver a more precise in-ear fit. This emphasis on comfort and prolonged wearability reflects evolving D2C consumer behaviour in India, where everyday tech products are expected to seamlessly integrate into work, fitness, travel, and leisure routines.
The Tenet launch also highlights how Indian D2C brands are increasingly investing in original design and proprietary product development rather than relying solely on white-label manufacturing. By designing Tenet entirely in-house, GOBOULT is strengthening its control over form, fit, and finish, while building long-term brand equity — a critical lever as competition intensifies across the D2C electronics and audio category.
Commenting on the launch, Varun Gupta, Co-founder of GOBOULT, noted that the brand made a conscious decision to rethink traditional TWS design cues. Tenet, he said, reflects the belief that everyday tech should feel like a natural extension of personal style, not just a functional accessory. This philosophy aligns closely with the preferences of India’s younger, design-aware consumers, who increasingly view audio products as lifestyle statements.
Looking ahead, GOBOULT plans to extend this design-led approach across its wider audio portfolio, reinforcing its focus on premium D2C brand building while remaining accessible to a broad consumer base. As India’s D2C ecosystem continues to mature, launches like Tenet demonstrate how homegrown brands are combining design innovation, data-led engineering, and disciplined investment to drive sustainable growth and differentiation in competitive categories.
