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boAt addresses ‘White Labelling’ allegations with ‘Rock in India’ campaign

'Rock in India' campaign, presented as a short video featuring stand-up comedian Ravi Gupta, humorously tackles the misconception that boAt products are ‘Made in China’

By Anupama Chakraborthy

Updated On - 26 January 2025, 11:51 AM

boAt addresses ‘White Labelling’ allegations with ‘Rock in India’ campaign — It's being alleged that boAt company has been importing its products from China.

Hyderabad: Amid recent comments of ‘White Labeling,’ boAt, one of India’s leading audio and wearable brands, has taken a satirical approach to address its critics through its latest campaign, ‘Rock in India.’

This campaign, presented as a short video featuring stand-up comedian Ravi Gupta, humorously tackles the misconception that boAt products are ‘Made in China.’

The video portrays a tour guide attempting to prove that boAt’s factory is based in China. However, the narrative takes a surprising twist, showcasing Indian employees working on state-of-the-art devices in Indian settings. This storytelling emphasises boAt’s identity as a Indian brand.

What were the allegations

Recently, the critics have alleged that the company has been ‘White Labelling,’ that is, it is importing Chinese material and assembling here in their so-called Indian labs and selling them in the Indian market by re-branding it.

This practice, they argue, undermines boAt’s ‘Made in India’ claims.

What is White Labelling

When a company makes a product, the other company/ies rebrand the product and make it appear as if they had made it. The name derives from the image of a white label on the packaging that can be filled in with the marketer’s trade address.
In simple words, ‘white-label’ products are sold by retailers with their own trademark but the products are manufactured by a third party.

What the company says

According to the company’s website, boAt manufactures 70-75% of its audio and smart wearable products with Dixon Technologies. The products are made by its 15,000 employees in its manufacturing units across India.

boAt has strategically released the ‘Rock in India’ campaign on the occasion of India’s 76th Republic Day. Through the ‘Rock in India’ campaign, the company tried to reinforce the brand’s core values and commitment to the ‘Make in India’ initiative, solidifying its reputation as a leader in the country.

Here is boAt’s post.